Trade Show Marketing: Maintaining an Up-To-Date Approach
Not too long ago, small business owners were able to invest small amounts of money into simplistic advertising campaigns to affect immediate increases in both foot traffic and brand exposure. Unfortunately, these days are long gone. As global interconnectivity and 24/7 online marketing reign supreme in this day and age, shoppers now have the ability to place orders and pay for services halfway across the globe with ease, which means that companies no longer operate in small, monopolistic regions. Instead, companies from the world over are forced to compete with one another to attract unique consumers from nuanced industry niches, which is a far cry from the olden days when localised “mom ‘n pop shops” vied for clientele in small regional bubbles.
With this concept in mind, it’s important to point out that small business owners have to stay on their toes round-the-clock nowadays, especially if growth and expansion are their primary goals. However, it’s unwise to compete head-to-head with today’s blue chip companies and their seemingly infinite advertising budgets, which is actually the main reason behind the recent resurgence in trade show marketing.
As the best way to establish an interactive relationship with many applicable consumers in one swift move, trade show marketing has blossomed into the foremost method of increasing brand exposure and name recognition for small businesses. However, before you go out and spend a fortune on the latest exhibition booth implements and add-ons, it’s worth taking some time to first identify the most effective way of attracting paying customers in an environment as hectic as a modern trade show.
Differentiate Your Giveaways
Effective trade show marketing revolves around being able to create multiple points of contact with any given consumer. Thus, after a potential client finishes viewing your demonstration or presentation, you’ll have to establish some sort of draw or incentive to encourage the individual to continue learning about your firm even after they leave. In this regard, it’s important to note that key-chains, bumper stickers, posters, and other common trade show giveaways can do a lot to reinforce your company’s notoriety, but if you fail to put your stamp on the items, attendees will simply take the free pencil or trinket and casually move onto the next booth offering complimentary gadgets and knick-knacks. Therefore, if you plan on allocating a portion of your trade show budget towards purchasing various widgets and freebees, you should always go the extra mile by imprinting your logo, slogan, or contact number on each doodad.
Focus on the Content
Following this same train of thought, it’s worth noting that many companies also tend to under-utilise their current assortment of advertising content and marketing materials during trade shows. As a result, companies spend most of their time augmenting and supplanting their actual exhibition booths instead of the marketable content they already have!
Rather than forking over a small fortune to fit your booth with unnecessary features such as televisions or customised light effects, you should focus on expanding your existing slate of advertising materials and informative content. For instance, if you’re already procuring corporate articles and company blog posts on your website, it’s important to point out that you already have everything you need to create relevant content for your exhibition booth.
A Uniform Approach
Above all else, there should be some easily-identifiable characteristics that connect your trade show marketing approach to the rest of your advertising initiatives, as this will establish an undeviating perception amongst consumers when they think of your business. The easiest way to do this is to create a PDF handout, brochure, booklet, or video presentation that bestows specific information from one of your existing company blog posts or social media advertisements. Such handouts will allow you to save money on curating additional content since you’ll essentially be repurposing promotional information that already exists in your company database.
Whether you wish to offer a bonus discount within a printed brochure or provide exclusive information on upcoming events by way of a slideshow presentation, you’ll be able to seamlessly integrate your current advertising methodology into your trade booth marketing approach without exceeding your budget along the way.