Trade show marketing strategy involves businesses going to big events, setting up booths with their products, and talking to people who visit. This helps businesses meet new people, show what they sell, and hope to get new customers. Many people use the internet to talk about their businesses, but trade shows are special. They let people talk face-to-face. It’s like a big gathering for businesses. They get to shine and meet others in person, making trade show marketing strategy unique in today’s digital world.
What are the benefits of trade show marketing?
A well-planned trade show marketing strategy has many benefits. You may think it costs too much or that it takes time away from work, but trade shows can be helpful for businesses.
Lead generation:
Trade shows help businesses find new customers. People who come are already interested in what you do. This means they want to buy your products or services.
Direct sales opportunities:
You can sell your products immediately at trade shows. People can see, touch, or try your product and decide to buy it on the spot.
Brand exposure:
Attending a trade show helps people see and know your brand. You can show what makes your business unique to many people at once.
Competitor analysis:
Trade shows let you see other businesses’ actions. You can learn what they do and find ways to be better.
Networking:
Trade shows are great for meeting important people. You can meet new friends, partners, and clients. These connections can help your business grow.
Customer feedback:
You can talk to customers directly at trade shows. They can tell you what they like or don’t like about your products, which can help you improve and grow your business.
Trade show marketing strategy and tips:
Start your trade show marketing strategy before the event begins. It’s essential to prepare ahead of time. Make sure you have everything you need to reach your goals. Here are some tips:
Pick a suitable event for your business:
Choose an event that matches what your business need is crucial for a successful trade show marketing strategy.
Key considerations that should guide your decision:
Set clear goals: define what you want to achieve with your trade show marketing strategy. Are you showing something new or looking for new customers and making industry friends?
Know your audience: Make sure the people at the event are the ones you want to reach. This will help you get good leads.
Event size: Big events have more people but also more competition. Smaller events may be better for meeting the right people.
Check the location: Pick an event with a good spot for your booth. Make sure it’s a place where people will see you.
Set clear goals:
Make clear goals before the event. Make sure your goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. This will help you know what to do and how well you did.
Make an intelligent budget plan:
Plan how much money you need for the event. Think about costs like:
- Fun activities
- Paying people
- Travel and shipping
- Insurance and legal fees
- Booth space
- Promotional items
- Setting up your booth
Design an impressive setup:
Make your booth look exciting and fun. Use your brand’s colors and style. Make your booth easy to see from far away. Use bright colors and big letters. Keep your message simple and easy to understand. Use strong materials so your display lasts. It should be easy to set up and take down.
Prepare your staff:
Get your team ready for the event. Practice greeting visitors and setting up the booth. Make sure everyone wears the right clothes for the show. For example, wear a suit for a tech event or unique clothes for an industrial show. Check your booth and make sure it looks good.
Before the trade show: 7 pre-event marketing strategies:
To ensure your trade show marketing strategy is effective, here are some simple steps to take before the event:
Engage your sales team early:
Get your sales team involved before the show. They can talk to their contacts and invite them to visit your stall. This helps get people excited about the event.
Leverage social media:
Use social media to spread the word. Post updates about the event and use particular event hashtags. Share pictures or sneak peeks of your booth to pique people’s interest.
Optimize your CRM and build lists:
Use your CRM to organize your contacts. You get a list of people who will attend the event. Put this list in your CRM and sort it by things like job titles. This helps you send the right messages to the right people.
Utilize email marketing:
Send emails to your clients and attendees of the event. Tell them about your booth and the cool things they can see. You can offer special deals or previews to make them want to visit you.
Prepare attractive marketing materials:
Make sure you have excellent materials for the event. This can include business cards, brochures, and banners. Your materials should match your brand. They need to get people excited about what you offer.
Start guest blogging:
Write articles for other blogs before the show. Share your knowledge and talk about the event. Include a note inviting people to visit your stall. It’s a free way to tell people about the show and your booth.
During the trade show: 5 on-site marketing strategies:
Here are some ways to enhance your trade show marketing strategy during the event.
Hand out unique promotional items:
Giveaway fun items to people who visit your compartment. These gifts don’t need to be expensive. They should be helpful to and represent your brand. You can spend about $2 to $8 per item. For unique gifts, you can pay $10 or more. If you give away pricier items, ask people for their contact information first. This helps you stay in touch after the show.
Make your booth fun and interactive:
Make your booth fun and exciting. Have activities or games that people can play. This will make them want to spend time at your booth. You could have a counting contest or a photo booth. You could set up a trivia game about your products. These activities should be enjoyable and more than just about selling.
Post live social media updates:
During the event, stay active on social media. Use the event’s hashtag and make one for your booth. Share pictures, announce raffles, and talk about the speakers you see. Mention the people or companies you meet. Share something you learned from them.
Set up a geofence:
Use geofencing to send messages to people near your booth. This is like a practical boundary around the event. When people are close, you can message them to visit your stall. You could invite them for a particular demo or to pick up a gift.
Use lead capture technology:
It’s essential to make new contacts at trade shows. Use tools like a business card scanner to save people’s information quickly. This helps you keep track of everyone you meet and makes it easier to follow up with them after the event.
After the trade show: 3 post-event marketing strategies:
Some things to do after the trade show ends to complete your trade show marketing strategy.
Organize and sort your leads:
After the show, put all your new contacts into your CRM system. This helps you keep everything organized in one place. You can group these contacts by their interests, sort them by how likely they are to buy, and send them the right messages later.
Follow up with your leads:
Reach out to your new contacts as soon as you can. You can email them, make a phone call, or send a proposal. The goal is to remind them of your chat and keep them interested in your products. If you email them, include helpful information and show how your products can solve their problems.
Nurture leads with content marketing:
Keep your leads engaged by sharing helpful content. Send blogs, case studies, or whitepapers that give them valuable information. This keeps your brand fresh in their minds and shows that your company is well-informed about the industry.
Achieve success at your next trade show:
With a well-executed trade show marketing strategy, trade shows can be great for your business. Plan before the event. Stay active during it and follow up afterward. These steps help make your show successful. If you need more help, contact a Go Delta Brand Consultant. They can help you plan and run a fantastic trade show.
