You've booked your booth and your brand is ready to be presented to market. Review this checklist to ensure that your Trade Show is best positioned for success.

Trade shows are a traditional but impactful marketing tool that create an immersive experience for prospective clients. Both B2B [Business-to-Business] and B2C [Business-to-Consumer] trade shows serve a significant purpose in lead generation and sourcing new clients.

Here our our top reasons why trade shows could be an effective strategy for your business.

Engage the senses

• Your stall is a physical representation of your brand. Find ways to create simple but stylish touches without breaking the budget.
• Utilise different textures including carpet, comfortable seating, and plants to create a full-sensory event experience.
• Consider providing drinks and snacks that tell your story.
• Curate the ambience with a considered music playlist.

Offer a taste of your product

• Free samples, consultations, or gift bags create value for consumers by giving them something tangible they can return home with.
• With freebies, make sure to provide supplementary collateral like business cards and flyers. Wrapped branded items and food samples may not be remembered once consumed or disposed of.
• Your giveaways should be inviting and clearly labeled. Avoid confusion by concealing promo materials at the back of your booth or camouflaged in displays. You want guests to pick your branded samples

Organise consultations before the event

• Generate excitement by arranging consultations with prospective clients prior to the event
• Offering free event entry to valued customers is an effective way secure customers before the day

Play with interactivity

• From demonstrations to competitions, add value to the experience by allowing consumers to interact in a way that resonates with them.
• In the age of social, participation that inspires or educates will be highly shareable.
  

Encourage relationship building over the hard sell

• At Trade Shows, businesses are often exploring options rather than making instant purchases.
• Rather than starting with pushy sales tactics, build authentic relationships with your trade show partners and guests. Ask about what they do and lead by showing interest in them.
• An established relationship will facilitate future purchases and partnerships

Ensure you retain the connection

• Have a follow up plan in place to reach out to those businesses you interacted with.
• Entice leads with tailored deals and introductory discounts

Diversify and prep your personnel

• Ensure you excel at different skills including sales, relationship building, and broad knowledge of the business. These areas will complement each other and staff members can be utilised for different client queries.
• Brief your staff with presentation expectations. From uniform, arrival and duration time, and professional etiquette (be polite, no eating or sitting down)

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Article by Simon Tokic. Simon has a few passions including basketball, music and surfing, however, most of his time is spent as a self proclaimed marketing geek applying fundamental marketing principles in strategic and creative ways. Prior to running Sydney marketing agency Mind Methods, Simon worked on leading brands including Sony Pictures, Universal Pictures, Glad, Chux, Armor All, Clorox, Barbeques Galore, Anglicare and more.