Whether this is your company's first-ever trade show booth or you've done this 10 times already, preparation is the key to success. Having your marketing materials and trade show displays ready to go can often mean the difference between a successful show experience and a stressful one. Considering the cost of renting a booth, plus any additional fees, it makes sense to prepare thoroughly so your company gets the most bang for its buck. Make your company's trade show booth run like a well-oiled machine by following a few simple steps when you prepare.
Start With Marketing Materials
Attendees often spend only a short period of time at each trade show booth, so your first priority is having something they can take with them. Business cards are one of the most common and effective options, as they include all your company's essential information and are small enough to fit in anyone's pocket or wallet. If you want to include more information about your business and what it does, brochures give you more space for text and images, and they're available in a variety of appealing designs. For best results, offer both business cards and brochures at your trade show booth. These should be front and center in the trade show displays, so attendees have no trouble finding them, even if they aren't there long. Make note of the number of expected attendees so you can make sure you don't run out of marketing materials halfway into the trade show, and remember that it's always better to have too many than too few.
Make a Presentation Booklet for More Information
Some trade show attendees will want more information about your business, and these attendees are often the best sales leads. While your company's representatives and booth staff can chat with attendees directly, it helps to have more information available at people's fingertips. Presentation booklets are an effective tool to provide detailed information about your company, including any products or services offered. These booklets not only give both your company and your trade show booth a professional appearance, but also provide a valuable resource for attendees to check out, particularly if it gets busy and all the staff at the booth are busy talking to other people at the time.
Advertise to Draw Attendees to Your Booth
All the information in the world isn't much good if no one visits your company's trade show booth. That's where advertising comes into play, and at trade shows it's all about catching people's eyes. Custom signs, banners and posters are all advertising methods that have proven effective, so have those ready to set up at your trade show booth before the show starts. Trade shows typically allow you to either rent raw space, meaning you make your own booth, or rent a space and a booth. If you're renting a space with a booth, check it out beforehand and take some measurements to ensure that any banners you print fit properly and look good. Whether your company is using its own booth or renting one, it's important to plan how it's going to be set up well before the show, so you can maximize the visibility of all your advertising in your trade show displays.
By developing an effective game plan before a trade show, you ensure that your company makes the most of its time and money. However, keep in mind that telling people about your company is only half the battle. To grow a business, your trade show staff needs to make connections. That means, in addition to distributing marketing materials with your company's information, they should also collect attendee information. Following up with the people who visited your company's trade show booth, and showed interest can dramatically increase your company's success at generating qualified leads.
All content provided herein is for educational purposes only. It is provided “as is” and neither the author nor Office Depot, Inc. warrant the accuracy of the information provided, nor do they assume any responsibility for errors, omissions or contrary interpretation of the subject matter herein.
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