Is Exhibiting Right For Your Company

Some companies can be on the fence about attending trade shows. Yes they can bode many benefits but also require a lot of preparation work, financial and other resources. Let’s analyze what you need to do in order to exhibiting at a trade show and whether it is in agreement with your goals, strategy and possibilities.

Determine your target audience

It must be one of the first matters you must decide. Finding who your target audience is influence the whole process of exhibiting. It means that according to your TA you need to pick a proper show to attend, select a booth and its location on a show floor, assign budget, prepare pre-show and on show promotion and many other things. If to speak in general terms, all the audience can be divided into business (B2B) and direct consumers (B2C). Let’s see the difference in exhibiting models based on these basic TA. So if attract attention of other companies and businesses is your goal, you probably should attend industrial an specialized trade shows where there are more representatives of business circles and a structure of the whole show is more business oriented. With B2C model you can also keep specialized show model, however you may not restrict yourself attending only them. You can find potential customers at every show directly or indirectly related to what your company does and produces. Also it is good to combine participating in trade shows with other forms of promotion. Further on, pre-show and on show promotion also differs. While you can send personal invitations to companies you are interest to cooperate, this doesn’t work with consumers. In this case it is better to concentrate your attention on a display and ways to lead people to it. Usually displays are also different for these types of TA. If you want to attract mass audience to your booth it should have appealing look, be noticeable, present products and samples for everybody to see, giveaways also encouraged, good booth location is vital. With B2B model it is not exactly plausible. If you want to conduct negotiations it is better to place your booth away from a crowd, make its layout for more private meetings, giveaways can also be, but in less quantity but with higher value.

trade show visitors

Select a show

Trade show industry offers a great selection of shows to attend, so every company can pick an exhibition the most proper to its goals. As we already mentioned, there are industrial and specialized shows in many fields, which can provide you with your target audience, you can study the market, assess competition, maybe even find business partners. But you must attend a trade show only if it is with correlation with your goals and it is available for you. If there is a large show there will be also a lot of competitors. If you are not quite ready to seriously compete, or attending such a show requires too much resources it is probably wise to put off your participation till you are ready, however going to a show as a visitors can be useful. Also you need to analyze if there are better ways to promote your products and services. If specific of your work permits it can be more effective to invest in creating and promoting a good website for your products instead, or open a new shop if you aimed at local consumers.

Assign budget

Financial aspect is always something that is able to stop any endeavor. You need to intellectualize over your goals and how much you are ready to pay. If you make your first steps in business a cost of attending a show can be seem too high and unaffordable. But here you need to think whether it worth to throw an opulent presentation. Probably in this case it is better that matter prevents over a form – you products must be a focal point and not means by which you present it. So in terms of a limited budget it can be something that allows you to not refuse from exhibiting. Also you can consider other ways to lower your budget – rental options or buying a used display. Creative approach can also help – if you can think of an original way to do without a booth it may be more interesting, refreshing and in the end of the day even more appealing for visitors.

exhibiting at a trade show

Distribute resources

Think how exhibiting at trade show may affect work of your company at operational level. You need to have a trained staff at your booth, people who know the products and services you present. Usually you take someone from a personal of the company to a show. But if you are a small company with limited human resources it can really hurt the work of the office. Think of your priorities. Answer the question – will a trade show bring your more benefits than what you can possibly lose by temporary depriving your best people from the office? Maybe you can find a way to redirect your customers from your facility to an expo center and serve them there if it won’t negatively affect the presentation. But if finding the right people to work at a booth is a real big problem it is better to refuse from participating in a trade show than to make an impression of a non-professional company.

As we can see, it is not always needed to sacrifice a lot to participate in a trade show. However it is not the only way you can promote your business. We hope this simple analyze will help you to determine whether it really worth to attend a trade show for your company.

Tips On How To Prepare For A Trade Show

Preparing for an exhibition or trade show can be a daunting task. The incalculable variables and intricacies linked with successful trade show brandishing entail a thoughtful, discreet, and committed focus. From the logistical to the financial, such shows offer a wide array of benefits for your business, however, they often demand an equally good amount of effort. So in order to make sure that this time-consuming and extravagant activity evolves into a legitimate, well-managed event, the following tips must be considered.


Plan In Advance

Plan a few months before the trade show, present objectives and goals in a pre-trade show memo distributed to everyone who is involved. This draft must include display guidelines, show service logistics and details, list of products being presented, operation, and appearance. Furthermore, it must include input from marketing, sales, and management departments. The pre-show meeting location and time must also be in place several weeks before anyone leaves for the show.

Prepare A Detailed Budget

Budgeting for an exhibition or trade show is an extremely formidable task. However, it is indispensable to prepare an itemised and detailed budget in order to run a smooth trade show. In addition to this, preparing a flexible budget is a must to stave off running into budgeting barriers during the function. Also, budgeting for every show service and individual item can certainly result in a successful event.

Target Your Potential Audience

Since a wide array of people attend such shows, it is extremely imperative to establish a target audience. This will help to identify the potential prospects as they communicate with your sales team.

Choose An Appropriate Space At A Trade Show Floor

Location is just as imperative for success as the function you choose to showcase at. So it is important to obtain a detailed floor of the exhibition hall- one showing elevators, columns, floor obstructions, low ceilings, and food service areas. It is essential to study all these factors, and determine where your trade show will function best.

Find the Right DIsplay

When you already know where you want to locate your display it is time to think through what you will put there. Of course ‘what’ and ‘where’ are interconnected here,for example, if you picked a spot in the center of a expo center your choice would likely be an island display, and vice versa, if your location is along aisles it is wise to consider a linear display. But no matter what you select, your booth must be outstanding, represent your brand, goods and services with which you attend this exhibitions, the whole display must be cohesive, and don’t forget attention to details. For instance, make maximum use of all the surfaces to showcase your logo, your brand or your products. Your display is not only walls of your booth, pay attention to the trade show flooring. Turn barren floor to the surface with your custom logo or even with a printed graphic. Or you can go even further and supplement your display with a hanging sign that will draw visitors from every corner of the expo center. Use convenient, specially designed trade show tables to utilize them for table top displays, samples showcase or working station. To make them more attractive don’t forget to use tables covers with custom printed graphics. And the last, don’t forget that we are in XXI century with all the innovations and modern technologies it has brought to us. So we just ought to use them to be up to date, especially when trade show industry offers such a great selection of iPad Display Stands and Kiosks.  When it comes to exhibiting there is no limits for your imagination

It is a great idea to be well-prepared for your trade show in advance. This will not only help you to overcome challenges, but also maximize opportunities while maintaining substantial continuity over the progression of the entire event. Proper preparation can also help you to attract thousands of potential audience. And the best way to accomplish all these goals is to get completely immersed into the pre-show preparations, and to experience all aspects of managing, planning, and executing the entire event, including physically setting up the counter and being available all the time.

Showcasing at high profile shows can bring attention and accolades to the business. Those who can justify trade show brandishing as a way to mitigate costs and sales time, while increasing the number of prospects and qualified customers, must take every opportunity available to create and support a robust agenda of their own. Trade show, conventions, exhibits, displays, exhibitors, trade show attendees- all go a long way in generating more leads, enhancing brand visibility, promoting products and services, and driving incremental sales.

Trade Show Display Products

If you are planning to join a trade show, one of the best ways to ensure that your products get the attention they deserve is to make your display booth look more enticing. Keep in mind that you will be competing with dozens of other booths that may be offering products that are similar to yours. The ones with the most interesting displays will do more business. If you are just starting out in the trade circuit, below are some practical tips on how to make your trade show display products look better. Follow these tips and you’ll significantly improve your chances of attracting new customers or business partners.

Trade Show Display

1) Make your booth unique. If your product stand looks too similar with everyone else, you won’t attract much attention. You should put yourself in the shoes of a trade show attendee and brainstorm for ideas that will make your booth look different. One proven technique is to contrast yourself with the others. For example, if all the other booths are using red stands, you could go for a green or a yellow stand to separate yourself from the crowd. When people go into the trade show, your booth will always stand. You can use this contrasting technique in thinking of ideas about the theme or overall design of your booth.

2) Don’t go alone. Always see to it that there are at least two people manning your both at all times. When a person goes into your booth and there’s no one there to assist him, he’ll likely leave and go to the next booth. This is especially true if there are many booths in the trade show. With that said, you should get an assistant or two to make sure that there will always be a person ready to answer the questions of potential customers and business partners.

3) Offer prizes and contests. This is one of the oldest and most effective tactics when it comes to making your trade show display products look better. With a contest, you will attract a lot of people to your booth. People love games and getting good stuff for free. They would do anything to have fun and win a free shirt or a free product. Staging a contest will draw the crowd and put people through your door. To turn this into an effective marketing ploy, you have to somehow make a connection between the contest and the products that you are selling.

4) Demonstrate what your products can do. This is another proven technique. In trade fairs, the booths that get the most attention are the ones who are able to demonstrate what their products can do right there and then. A good demo will convince viewers that your product is worth buying. This is because they can see with their own eyes what the product is capable of. As the popular saying goes, seeing is believing.

These tips on how to make your trade show display products look better are easy to remember and implement. You don’t have to spend a lot of money to apply them.