Tradeshow Do’s and Dont’s

It’s trade show season! Trade shows are fantastic opportunities to network and find your business’ audience. To get the most out of them, it is important to be intentional about your setup and approach. For trade show newcomers (and others), here are some trade show do’s and don’ts.
 

Do: Plan Ahead

Research the Event:
To get the most out of the show, find out who is there. Tailor your strategy to the portion of your target market that will be present.
Set Clear Goals:
Purpose is everything. Decide what you want to achieve. Suggested goals are lead generation, brand exposure, or networking. A specific goal allows you to have a stronger approach.
Design an Attractive Booth:
Before the event, ensure you have the pieces for a clean and eye-catching booth. Large graphics, a walk-in setup, and unique features will help you stand out in a crowd.
Prepare Your Team:
If you have other staff members manning the booth, be sure they are fully trained. Give them the information they need to answer questions and choose staff members who have the best people skills.
 

Don’t: Wing It

Avoid Last-Minute Preparations:
Set all your materials up ahead of time to appear professional and put together during the show.
Don’t Ignore Logistics:
In the weeks before the event confirm your booth location and double-check shipping details.
 

Do: Engage Actively

Interact with Attendees:
Real communication with real people makes a business stick in people’s minds. Form a connection. Greet visitors warmly, ask relevant questions, and listen actively to their needs.
Offer Interactive Demos:
If it pertains to your business, interactivity sells. Live demonstrations of your service capture attention. Showing the real value of your business tangibly allows a visitor to see its worth in their life. 
Utilize Social Media:
A simple post promoting your presence at a trade show is an inexpensive way to make potential customers aware of the opportunity. Trade shows often have their own pages, and interacting with them brings your business into the public eye in a new way. 
 

Don’t: Be Passive

Don’t Wait for Visitors to Come to You:
It goes against what we believe is polite, but as long as you aren’t shouting at potential buyers actively engaging with attendees is a good way to maintain attention.
Avoid Overwhelming Visitors:
Start off slow. Information overload is real and most don’t have your expertise in the field. Take time to gauge interest in the conversation and meet them where they are.
Don’t Neglect Follow-Up:
Collect contact information! Sending a follow-up shortly after the event will turn more leads into projects.
 

Do: Create a Memorable Experience

Offer Giveaways:
Have branded merchandise? Start a raffle for larger items. Give away smaller items with your website and contact information. Be memorable and distinct.
Provide Refreshments:
Offering snacks or drinks will attract attendees to your booth, especially in the hot summer months. While they enjoy the snack, you are given more time to engage with them.
 

Don’t: Cut Corners

Don’t Use Cheap Materials:
Cheap displays show. Spending money on quality displays elevates your brand and allows you to reuse the material for a longer period.
Avoid Clutter:
You want to give attendees a space to be comfortable in. Clutter can be overwhelming. By creating a walkable space you encourage them to stay and talk.
 

Do: Measure Your Success

Track Your Metrics:
Metrics allow you to determine the event’s success, and what worked for the future. Measure the number of leads generated, sales made, and overall return on investment.
Gather Feedback:
Ask for feedback from attendees and your team to identify your most successful measures.
Analyze and Adjust:
Use the data and feedback to refine your strategy for future trade shows. Amplify and Increase what worked, and cut back on what didn’t. Optimize your investment.
 

Don’t: Ignore the Data

Don’t Dismiss Negative Feedback:
It can be easy to avoid negative feedback. However, constructive criticism is invaluable for improvement. Neglecting to listen to it will only cost you money that could be spent more efficiently elsewhere.
Avoid Vague Goals:
Be specific in what you want to achieve. Without specificity, it is difficult to properly analyze data. Proper analysis determines success and potential for improvement. 
Don’t Rest on Your Laurels:
Give repeat attendees something new to return to your booth more. Keep looking for ways to improve your approach for each trade show. 
A successful trade show, like all marketing, hinges on planning, engagement, and improvement. We wish you luck at any upcoming shows and give you these ‘do’’s and ‘don’t’s to maximize your impact. Happy exhibiting!
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