Trade shows are chaotic events by their nature.
Nobody is really following a set process, but, instead are fumbling around hoping that all the planning pays off and that the event is a success. They’re an organizational nightmare, but they’re also highly competitive, a bit like an outdoor market.
What’s more, businesses often invest thousands of dollars in their trade booths, trying to come up with something that will appeal to passers-by. Trade shows aren’t cheap, so brand marketing needs to be done right.
Here are the top five things you can do.
1. Make Social Media An Important Part Of Your Sales Process
Trade shows are one-off events. But ask any seasoned business veteran, and he or she will tell you that you need multiple touchpoints with customers to make a sale.
So what should you do? The trick is to integrate social media with your trade booth so that you can increase the number of customer interactions before and after the show.
Make sure to include your social media handles on your merchandise or include signage telling people how they can get in touch with you after the show.
Use social media before the show to inform your audience what your company will be doing at its booth.
2. Train Your Staff To Be Ambassadors
Companies want a return for their investment at trade shows: they’re not always cheap. And so ensuring that all your staff knows your sales pitch inside out is a must.
Staff needs talking points as well as a clear idea of how to deal with the customer “pain points” – issues which typically get in the way of a sale.
3. Use Bold Signage
At any trade show, there are dozens of businesses all vying for the attention of clients. As a result, those with the best signage usually attract the most delegates.
Choose something that stands out but is also relatively low-cost, like a teardrop flag, to pull in the punters. Make sure that anything visual on your booth provides an accurate description of your brand.
For instance, think about how your signage could reflect what it is that you sell.
4. Create Memories
Staying in touch with the people who interacted with your business after the show is just as important as talking to them during the show itself.
Usually, it’s only afterward that you make larger sales. That’s why it’s so important to keep the relationship with your customers going as long as possible.
Why not try creating a photo album from the day and posting it on social media or sending it to your email list? This will help your business feel more personalized and interested in customer relationships.
5. Advertise Your Location
Trade shows can be hectic events, and some businesses can get lost in the chaos. Smart companies, however, know that this is a distinct possibility, which is why they advertise their location to their customers ahead of time.
You don’t have to go into great detail: just say it’s near memorable object “X” in your Twitter and Facebook feeds.