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8 Strategies for Trade Show Marketing

8 Strategies for Trade Show Marketing

Trade show marketing is a type of marketing that involves an event in which various companies of the same industry exhibit their best and latest products, services, and business deals. The main purpose of trade shows is to allow customers and clients to have a closer look at companies’ products and services, which makes them a great opportunity for you to market your business.

At a trade show, every company has its own booth where items and featured products are placed. As people visit the booth, the salespeople or even the owner can assist customers and promote their business’ products through conversations with the customers. Whether it’s a furniture hardware brand or an industrial product, this is an effective marketing process that can be utilized by businesses to promote their brand and create personal bonds with customers. Here are a few strategies that you can utilize to make your trade show marketing efforts a success.

Set Your Goals

Before going to a trade show, it would be wise to have a plan with specific goals in mind, as these goals will determine how you approach advertising while at the trade show. A plan will also help you appear more professional because your theme will appear cohesive and planned, and you will be free to make meaningful connections with customers. If you do some work ahead of time to create a plan, you will reduce your stress while at the event because you have already set yourself up to meet your own expectations. Thinking smarter, instead of working yourself harder at the event will be your friend in the end.

Search for Fitting Trade Show Events for Your Business

When you are deciding where to showcase your business, it is essential that you do thorough research to find the best one for your company. When doing research make sure you collect contact information and reach out to coordinators, ask about the purpose of the event, and find out the guidelines and policies of the event. Because there are two types of trade shows, trade shows for the industry and tradeshows for the audience, you want to make sure that you are attending both kinds. You need to be fully aware of the context you will be putting your business in because you want the atmosphere to flatter your business.

Establish a Concrete Call to Action

Having a clear call to action that your customers can see will help you communicate that your company will be joining a specific trade show and you want them all to visit your booth. On your website, try setting up a landing page where your event promotion shows, or create pop-ups that will capture their attention and prompt them to visit a page with information about your booth. Make sure you put all the information they need to find the event and your booth and persuade them to fill out a registration form.

Select the Best People for the Booth

Not everybody in your company is fit for the role of face to face advertising in the booth, but fortunately for every sales group, there are always two to four members who speak well with clients. Those team members are the ones you should put in your booth to talk to potential customers.

Get Ready for the Show!

Final preparation for the show means putting all the information you’ve acquired to good use. All the research, data, and analysis you’ve done will be combined to make your trade show marketing efforts effective. In addition to the research and data, you also will need to get a custom trade show booth and print promotional materials like flyers and business cards so that you stand out at the trade show.

Don’t Just Exhibit, Be a Speaker

Showing off your company at a trade show is one thing, but actually selling products is another. A potential client may think that your product is aesthetically attractive, but may not be convinced that it is the best product in the trade show. This is when Knowing how to sell gives you an edge.

To help you sell the product, you should expound not only on the advantages but also on the disadvantages of what you offer. By doing this, you help customers realize that you are totally being honest with them. Yet, in your final statement, explain why it is still the best option for their particular use.

Follow Up

Trade shows are the best way to acquire new business contacts, so make sure you gather relevant contact information from customers and other businesses at the event. Bidding your farewells at the event does not mean the communication should stop there.

To keep contacts from dying out, make sure you follow up with people. Send them emails with your business catalog, send them a text messages, or reach out to them via social media. Following up can help you keep in touch with customers who needed some time to think about their decision, or makes sales with customers who wanted to see if you would to chase them down.

Evaluate Your Performance

Finally, do not forget to evaluate everything that took place during the event. What are the commendable things about your performance? What went wrong and how will you improve? What can be made better?

Trial and error is sometimes the only way to get better, so don’t be afraid to take risks when it comes to business and marketing. Trade shows can really help put your brand on the map so plan your next event carefully.


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by Marissa Collins //

Opinions expressed by contributors are their own.