Top Tips for a Successful Trade Show

In preparation for the London Business Show, we have gotten some invaluable advice from our partner Vistaprint. In the following article you will find 10 important tips that can help you make the most of your upcoming trade shows.

Don’t worry if you lack the resources for setting up an exhibition station at the trade show. Even just arriving can be a great way to promote your brand and draw a crowd. Just be sure to keep the following pointers in mind:

Order plenty of business cards. 

You will want to make sure a business card is being exchanged at every meeting as this is a major objective to you going to the trades show in the first place. You need to make sure the card you are employing is eye-catching, captivating and a perfect example of your brand identity.

There is simply so much to do with your business cards design. You can make them into special shapes, interesting colors, and different materials with special finish. You can craft a very cunning design that is used to send a subtle message about your design to your potential audience. For example, if your company is involved with environmentally-conscious pursuits, you may think of adding very natural textures and shapes and applying earth tones in your color choices. This will greatly underscore your environmental credentials.

You can also take a more practical approach and consider using design features to provide special information you would like to transmit. For example, an email marketing company could include helpful information on the back of their card that indicates the best times for sending out email newsletters. Just resist the urge to stuff every square millimeter of space with words or your card will look cramped and confusing and this is never a good message to send.

Promote the event

You may assume that the organizers of the event will have the task of setting up the publicity of the vent well in hand, but are you really going to leave such an important thing to chance. The advantages of a well-attended trade show are great and you can take the chance to prompt some of your customers and associates to come on over and bolster the crowd. Most trade shows will employ a hashtag when they are promoting the event in question so it is not a bad idea to use this frequently in your own blog posts and social media messages. This way you will let everyone know about the event and where to find you.

Dress to impress

It will be very important to consider the wardrobe you will be taking to such an event. This doesn’t mean that everyone should be in a suit and tie, it will be essential to consider the target audience you are trying to reach. If you are there to promote technical expertise, you may consider a branded Polo shirt, which also gives you a great chance to promote your brand. If you are from the health or beauty markets, you may consider dressing all in white as this is a color associated with medical expertise.

When you’re exhibiting

It can be a terribly costly undertaking to present yourself and brand at a tradeshow. You will be right alongside a great deal of other businesses in your industry and the creativity and planning you can invest in your exhibition will ensure that your locations attract a crowd. Here are some things you can do to make the most of your impact at the next trade show.

Catch the eye

There will be literally hundreds of other exhibitions at the trade show and this will make trying to attract a potential customer a real shouting match. But, in getting louder be sure you are also getting attractive and enticing. Consider re-board an innovative new material. You will need your signs, banners and posters to be clearly identifiable from across the large room. So your print should be crisp and your message terse. If you can position a large screen, you will have a good way to display promotional videos and this is a great way to catch eyes and attract the right customers.

But, in all your publicity measures, never forget to have a single theme and style that runs seamlessly through all of your banners, themes, videos, cards and dress code.

Use lead magnets

You will need those lead magnets to attract passerby’s and make them valuable paying customers or at least a lead that may come to fruition later down the line. Lead magnets are an especially attractive item like a printed t-shirt, notebook or even a free trial of your products and services that will turn the vaguely interested into a paying customer.

Take your best salespeople

There is no sense in taking the quiet and demure folk, bring in your heavy hitters with boundless energy and enthusiasm to make the vital connection between your business and the customers and lads you need to pull forward. But, don’t work them to death, better make a set of teams that can tag off to get a break and recoup their energy.

Follow up new leads quickly!

Finally, never forget the ultimate rule of marketing, you must follow up on all the leads you collect as quickly as you possibly can. There is no point in attending the trade show, making a splash and collecting leads if you have no intention of making contact and collecting on potential business deals. The sooner you call back the better your chances of being remembered and convincing them to see things your way.