Running a Trade Show Booth Guaranteed to Win
It can be difficult and costly to run a trade show booth, especially for a small business still building statewide branding recognition. However, this is one of the most effective ways in which your company can reach new audiences and communicate face-to-face with attendees. If you follow this careful advice, you could see a significant rise in the success of your booths over time, which can open up opportunities for more involved booths in the future.
Long before you can set up a single component of your actual booth, you must create measurable objectives that are clear and easy for those working on the project to complete. For example, you could want to generate a certain number of leads during the show or introduce your innovative new products or services to a minimum number of potential buyers. No matter what you want to accomplish, the best thing you can do for yourself and those staffing your booth is to set clear and simple goals for the event.
Booths that regularly partake in pre-show promotions, especially through social media, typically see an average increase in traffic by 30 percent during the event. When you have a new promotion, contest, sweepstakes, or any other big event happening at your booth, using social media is one tool you can use to advertise it. If possible, also send out emails with invitations to those you have specifically targeted as the audience for your products or service to ensure they are made aware of your presence at the event.
A Great Team
You cannot bring just anyone into your booth, throw a uniform T-shirt on them, and then send them out to promote your brand. Spreading brand awareness can only be done effectively when you thoroughly educate your staff on your company’s products or services and its mission moving forward. You staff should understand your goals for the trade show and have the tools to actively work toward meeting them, and it should be part of their role to reach those goals by the event’s end.
Your teams should also understand your company’s value proposition thoroughly. Even if you have a specified target audience for your booth, there will always be others that come in searching for your products or services. Your staff should understand the many prospective customers that might show interest and what their needs are to ensure they provide a positive brand experience for all attendees.
Although many companies choose a more relaxed approach to uniforms, you certainly cannot have your staff dressed in just anything without risking attendees recognising them. Your staff’s apparel should match the colours and style of your company’s brand image, especially in regard to the type of garments worn. For example, your staff might benefit from wearing a uniform of customised performance athletic apparel if you cater to athletes.
Whatever your branding goals, choose a professional and coordinated look for your staff to ensure the best attendee experience. Wherever is appropriate, be sure to incorporate company colours, logos, or even just an echo of your logo’s signature design. If possible, be sure to create a uniform that will work for both the women and men staffing your booth to ensure the entire booth is cohesive.
Australia is a continent famous for its insufferable weather and exceptionally dry environment, and you cannot afford to forget about scheduled breaks. That said, create a space away from the booth where your staff can rest, drink water, and stay in good health during the trade show. Bringing snacks and water for the staff to eat and drink will help you keep costs low by avoiding the hiked up prices of convention refreshments, and it will also tell your staff that their comfort is important to the company.
Know the Audience
No matter what you sell or what service you provide, there will always be a specific audience best suited to it. You must come into the trade show with a strong knowledge of who will be attending it and why they are there in the first place. Think of ways in which you can best engage with the audience and provide help to them. After all, up to 46 percent of attendees have upper management or executive positions at their companies, and you are here to impress these professionals.