Trade shows give businesses a chance to connect with businesses and customers. But how does one pull off a successful and fruitful exhibit at a trade show? In this article, we’ll talk about the most important things you should remember when setting up for a trade show. Let’s begin!
What is a Trade Show?
A trade show is an event where businesses demonstrate their goods and services. Most trade shows focus on specific industries and last a few days. Trade shows are great for marketing and networking — you can meet other exhibitors and build your network while creating authentic connections with your end customers.
When setting up for a trade show, remember the following:
Planning is Crucial
Planning way ahead of the trade show’s date gives you time to make preparations and reservations. Your staff will need to book flights and rooms, especially when the venue is outside your city.
Apart from logistics, you’ll also plan what product or services you want to highlight at the trade show. After determining your core message and highlights, you’ll develop visuals, presentations, promotional materials, and giveaways.
Promote on Social Media
Another reason planning is a critical part of setting up a trade show is that you have to create buzz about the event. Companies that pull off the most successful exhibits often promote the event three to four weeks before the show date — you should do the same.
Encourage your customers to visit the show and meet you during the event. Try offering giveaways or running raffle draws to entice more people to join the event. Provide specific information about your booth, location at the event, and other such details.
Create Your A-Team
Bring your best people to the trade show. Your floor staff should all be on the same page. Everyone — from the salespeople to the executives — should know their roles, priorities, and goals during the trade show.
To ensure clear communication and aligned priorities, create a logistics document. This contains your team members’ phone numbers, relevant responsibilities, and expectations. It’s also best to facilitate a prep meeting a week before the show. If it’s a multi-day event, find time to huddle and check in on your team before or after each show day.
Invest in an Outstanding Booth
You’ll want your trade show booth to be easy to set up. You shouldn’t be spending more time assembling equipment than interacting with your potential customers and business partners. On top of that, invest in various portable display elements such as the following:
- Step and repeat banner
- Wall graphics
- Digital displays
- Display lighting
- Retractable flags and banners
Moreover, if you have the space, include seats and a lounge area at your booth. Fatigued trade show attendees will love you for it. Apart from that, seats and lounge areas bring more traffic to trade show booths.
After the day’s trade show, your staff can even use the seats and lounge area to take a breather after a day of hard work.
Double Check Everything
From the planning stage to the actual trade show date, make sure that everyone is on the same page and everything — from logistical needs to presentations and promotional material — are accounted for; you don’t want a major issue sneaking up on you during the trade show.
To do this properly, create a checklist and tick off items upon completion. This helps you stay organized and allows you to visualize how much of the necessary work has been done and what tasks are pending. If you run into any challenges or notice that you’re missing something, you can react fast and identify solutions in advance instead of being reactive.