As the economy is seemingly improving, this is a good time to participate in a trade show. Studies confirm that trade show marketing yields the highest number of sales leads, which could mean an expansion in your customer database.  Whether your business is large or small, trade shows allow businesses to compete on a level playing field, meaning, whether you are the new kid on the block, or have been around for a while, all the exhibitors have the same opportunity to attract visitors.  The quality of trade show attendees is said to  be at an all time high right now.  Of course, what makes some exhibitors stand out more than others, is their trade show display.  You can choose to have a lively, vibrant display, or you can choose to have a drab, uninviting one.  Unless a show attendee has predetermined what booths that he/she will visit,  in most cases it’s the trade show display that attracts visitors, not that million dollar smile of yours, though it does help to have a smile on your face as the attendees are walking down the aisle.

As a large percentage of people are visual, your tradeshow display needs to be appealing to the eye.  If something is appealing to the eye, people tend to remember it longer.  When an attendee stops by your your display, that’s your opportunity to shine.  Put your best foot forward.  Some studies have shown that over 70% of executive decision makers find one, if not more, vendors at trade shows.  Some of these decision makers have even made purchases while at the show, and there are those who request that a sales representative come by their office to discuss the products and services more in detail at a future date.  Most likely none of these things will take place unless the attendee stops by your display.  It is not recommended that your booth staff approach show visitors when they are in the aisle, but instead, shortly after the visitor approaches your booth, is when your booth staff  should start to engage in a pleasant, no pressure conversation with him or her, about the products and services that are being promoted.

You want your display to produce a positive and lasting impression on those who see it.  Having the right tradeshow display provides you with the opportunity  to dramatize the message that you are trying to relay to the show attendees.  In addition, trade show displays allow you to present your products or services to potential customers face to  face.  Interacting face to face increases the chance of building relationships and the opportunity to interact with visitors at a level that you would not be able to achieve any other way.  Your sales effectiveness can also be increased.  Stand out from the other exhibitors, go bold.  Bold is good for a trade show display.

In the present era where companies are exposed to a myriad of varied marketing strategies, trade shows play an important role in helping to empower your advertising and marketing procedures. The key advantage is that trade show booths allow vendors to interact face to face with the target buyers.

Naturally, nothing comes for free – planning and an accurate strategy are required to make it trade show marketing a winning proposition. Next, it is crucial to implement them correctly. Entrepreneurs should consider trade shows not just as marketing tools, but as interactive learning and marketing processes, which can have benefits in networking, building relationships with interested corporations, increasing the shopper database and undoubtedly promoting the brand.

Picking the right trade show is the critical first step. The would-be exhibitor needs to discover the trade show with the best potential.  At times a general consumer trade show might be suitable; at other times it may be more productive to display at a particular niche trade show.  The marketing department needs to understand the potential clients at each type of show, as well as the competing exhibitors, in order to select the best shows to attend.

It is important to set well defined clear goals . What does success mean at each trade show?  What is the line of attack to achieve it?  The company should have a solid financial goal – for example, obtaining 200 new orders at the show, or  finding 10 interested buyers. Quantify! Don’t just have vague “promising” hopes about the trade show.

Keeping an eye on the financial picture is vital, as is planning the budget for the show. Don’t focus too closely on finding a bigger display than your rivals and lose sight of the costs, or the balance of profit and loss. There is no point in exhibiting at a trade show until and unless the company knows that they are going to ultimately profit from the show. And the budget needs to itemize and account for ALL of the costs of the show – from traveling to the location, the trade show exhibits and graphics, accessories such as trade show banner stands, exhibit flooring. food and hotel costs – everything!

The advertising and promotion period before the show is very important – advertising and promotion of the product or service should never begin at the trade show. It has to start many days and weeks before the event.  Invite potential clients! Find out who will be attending and ask them to stop by your booth too. If you can get a list of the previous clients or attendees from prior shows, make them aware of your plans to exhibit and tell them the reason why they should visit. Perhaps offer some giveaway items to those who visit the trade show display booth, or offer special discounts or bonuses for orders initiated at the booth.

The trade show display booth should be impressive; the trade show booth design must attract visitors – it is common knowledge that you only have a few seconds, as the crowd walks past your booth, in order to attract their attention – make sure your display stand or your trade show graphics attract attention! Graphics are very useful. Graphic images communicate with the patrons, catch their eye, and also teach them about the offering. Dramatic displays give an interesting and a colorful look to the venue. Exhibition lightening can highlight the accessories and goods. Newsletters, pop up displays and table throw covers are a few reasonable accessories.

Be sure to staff the booth with knowledgeable sales teams. Knowing the product well enough to answer the questions with confidence is a critical rule – staffers should practice before the show, preparing answers to most expected questions and preparing questions to quickly screen good prospects from those just looking for a nice freebie.

Finally, be 100% sure that you have a solid plan to follow up with every single good lead – paying all of the costs of the trade show to gather leads is useless if you’re just going to trash them!  Consider that your trade show is not over until and unless each lead is promptly contacted after the show.

Over the last few decades, the Texas State fair has become as much about the Texas versus Oklahoma college football game as it has been about the fair. People in other states usually only care about the event because one of the teams is ranked in the top ten and pushing for a National Championship run. But the fair is an event in itself and some of the exhibition stands are outstanding.

The event planners hold several competitions: arts, craftsmanship, ceramics, photography, scale models and several other fields. Needless to say, the presenters strive for memorable, original trade show displays.

Impression

The American car companies have been receiving a lot of criticism lately for not being technologically advanced. With that in mind, they have used the fair and innovative exhibition stands to promote themselves as technologically advanced.

Chevrolet also added interactive exhibits like a test track where drivers could take new cars out for a spin. Drivers were able to actually experience the improvements made to the new models.

Attention

You have to find a way to set yourself apart at such a large event. Texas Discovery Gardens, a local butterfly house, has done this by placing large papier-mache’ insects throughout the fair grounds to advertise their butterfly exhibit.

You can use a similar approach by having employees don wearable backpack banners or placing intriguing advertisements around the event.

Creativity

There are so many applications from companies wanting to present that creativity is not a choice at this event; it is a requirement. One of the criteria for being selected is uniqueness and appearance of display.

Okay, so it’s not a display but some of the winners for Most Creative Food have been pretty unique. Fried bubblegum, something most people would not have thought to create, won the award this year and other winners have included fried butter and fried coke.

Exhibition stands can come in all shapes and sizes so there is no reason not to pick the right one for your business. Keep an eye on the three goals above and you are sure to come up with a memorable trade show display that fits your business perfectly.