Maximizing the Value of Trade Show Attendance Part 2: Make Your Trade Show Booth the Most Popular One in Town
Have you ever noticed that there’s usually one or two booths at every trade show that always seem to be mobbed by attendees?
Maybe it’s the giveaways (who doesn’t want the latest VR glasses!) or the cool free t-shirts, but it’s usually because a company got their pre-show promotion plan right.
Why Should Anyone Visit Your Booth?
The reason to visit your booth shouldn’t be because of what you’re giving away.
You need to make your message compelling. Let’s think about the question “What’s in it for me?” Only, let’s turn that around a little and ask instead “What’s in it for my customer?” Why should they visit my booth? When you answer that question correctly and turn that answer into your exhibit messaging, you have a compelling reason for your prospects to visit.
Your booth should allow your potential leads to quickly self-identify. Your message needs to target those who are looking for what you offer and draw them in.
Some other ideas that give your potential customers a reason to visit your booth include:
- introduction of a new product or service
- show-related discounts
- sponsored events at the trade show
Present Your Expertise
Most trade shows have educational tracks providing ongoing learning opportunities for attendees. One of the best ways for you to gain visibility at a show is to lead a session or present research to establish your thought leadership. Look into signing up to be a presenter, teach a session or an exhibitor workshop.
Demonstrations and lectures can also occur at your booth. You should consider designing a short presentation educating potential customers about your product or service. Plan to deliver the presentation several times during the show and post the schedule at your booth. Don’t forget to invite people to attend. You may even want to hand out your presentation schedule at the show.
Contact trade journals and let them know about any new products, services or research you’re rolling out at the show. When you have news to share, you should always send out a press release and invite the press to your booth for interviews. An article about your company published after the show is a great way to keep your visibility high and new leads coming in!
Make it an Event
High energy, fun – and knowledgeable – staff is your first ingredient to making your booth the place to be. A great theme and ongoing interactive events provide visitors with an enjoyable experience they won’t forget.
You can offer a demonstration of your product or service which is always valuable. But have you thought about providing an interactive tour of your facilities or a key piece of equipment? Or how about setting up a white board and asking booth visitors to comment on a question?
Don’t forget simple things like games, giveaways and drawings. These are always excellent ways to draw traffic to your booth and and gather leads for your sales staff. Creating an overall theme for the show that relates to your offering gives you a unique opportunity to make your booth an event.
How Do You Drive Traffic to Your Booth?
You can have the best message in town, but if you don’t promote it no one will know you’re exhibiting – and they won’t visit and engage with you.
As I mentioned in last month’s post on how to exhibit at trade shows, communicating and promoting your attendance at a show is critical to getting the foot traffic you need.
It’s all about the pre-show prep and how you carry out your plans while at the show.
Trade Show Tools
Your first step in driving traffic to your booth is using the tools trade show promoters make available to exhibitors. Typically these will include:
Show floor maps
Show-branded email campaigns
Make sure that your listing and all information you submit to the show promoter is correct and up-to-date. You’ll also want to be sure that your benefits messaging is clear and concise. This should be a very short elevator pitch – what benefit does your product or service give your customer. And don’t forget to include a persuasive reason why they should visit your booth!
Many trade shows also offer the option for exhibitors to send customized email campaigns to their email list before the show. This is an important tool to consider since it provides a way for you to promote your booth & services to potential customers who are not already on your own email list.
Let’s not forget that conference attendees are at the show for a reason. They are looking for the products and services their companies need. They are serious about identifying the companies that can deliver the right products and services.
That means they’ve been scouring the listing of exhibitors, researching your company and putting together a short list of companies to talk with at the show.
You need to be on that list.
Use Every Promotional Channel
Promoting your trade show booth goes beyond using the tools the promoter has available. There’s a reason why the phrase “an oldie but goodie” exists. It’s because the ‘old’ ways of promoting events still work – and work well.
Direct Mail Campaigns
I think we can agree that scientists and lab personnel are probably not spending every day glued to their computer screens. Even those of us who are glued to our digital lifelines still respond to direct mail campaigns. Once you choose your trade show theme, put your graphics department to work and create eye-catching direct mail pieces that start a conversation with booth visitors.
In addition to the custom emails you can often send through the show promoter, you have a very valuable email list of your own. Your CRM holds targeted lists of your customers and prospects you’ve identified and email is the fastest, easiest way for you to get the word out about your trade show attendance and your booth.
Create interest in your booth with a series of creative, informative emails that invite your customers and prospects to visit and participate in your activities.
Have I told you about the company who put up a single post on a social media channel and expected the world to see it and show up? It doesn’t work that way.
Social media is an excellent channel to use in concert with email campaigns and direct mail campaigns.
We always recommend an integrated approach to promoting a trade show presence. Social media can use the theme, images, and can re-purpose the content from your other campaigns to create a campaign that will extend your reach beyond your mail and email lists.
A social media campaign is not limited to just one post on one channel. By using multiple posts on multiple channels such as LinkedIn, Twitter and Facebook, you can reach new audiences, reinforce your direct mail and email campaigns and build interest in the activities you have planned for the trade show.
In addition to concentrated efforts using these 4 promotional avenues, don’t forget to promote your presence on your website as well as through digital ads and print ads. Putting your pre-show plans in place and executing on them is a sure-fire way to see the booth traffic you want and to ensure that you haven’t wasted your marketing budget.
Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.