Trade shows are great marketing tools to launch new products, get more exposure, and connect with prospects and customers on a personal level. Attending the right show with a carefully planned marketing strategy can greatly help you increase company sales and widen your target market. Therefore, it’s important that you do everything right. To help you out, below are the most essential tips to make sure you make the most of an exhibition event.
Choose the Right Trade Show
Trade shows are created differently. Some events are bigger, while some are smaller. Some are more focused on product promotion, while others are more into workshops and networking. Therefore, it’s important that you research and find the right trade show most suitable for your company goals.
This task can be challenging, particularly if there are several events happening yearly. If you are launching a new product, choose an event that has a high chance of your potential clients attending. This lets you gather many leads in your booth.
Another tip when choosing is to prioritize trade shows that provide enough lead time for your products to be fully created and tested. This is especially true if you are launching complex equipment, such as can sealing machines and other packing machines. Once the show starts, you and your team must be ready to demonstrate and promote your products.
You can also check the events that your competitors and giant brands in the industry are attending. Sometimes, it’s best to stay away from events that could potentially let your new product stay in the shadows.
Plan a Booth Design That Highlights Your Product
Once your new product is fully developed, it’s time to come up with the perfect booth design! Your booth should connect well with your products and should provide people a firsthand experience of the advantages of what you are offering them.
When planning the design of your booth, you should consider how people can interact with your product. For example, if you are offering LED light strips, ensure that your samples are functioning properly and that electricity is easily accessible. Meanwhile, if your products are solely for display, arranging them in attractive display cases or shelves can go a long way.
In your booth, allocate enough space for demonstrations, promotional activities, contests, etc. Plan where attendees can stand or sit to watch your demos. Consider your product’s exposure and the comfort of your audience during the design planning phase.
If you don’t have a trade show booth suitable for your product launch, you can always rent. There are many companies that offer trade show services, regardless of the location. For example, Aplus Expo provides trade show displays in Las Vegas and other states of the U.S. Plus, renting is way more affordable compared to buying a new booth.
Market Your Product Even Before the Show
After planning, things will start to come into place. Once this happens, you now have to focus on marketing your products months before the trade show. Pre-show promotional techniques must focus on showcasing the main points of your new product, such as benefits and features, applications, and even promotional offers. Use social media, email marketing, press releases, public relations, and even offline advertising.
It’s also a good idea to update your prospects on the progress of the development of your new product. For instance, share updates on your social media accounts, particularly Twitter and Facebook. Let them know if your product is almost done and that it will be ready even before the trade show. This triggers excitement and many of them will look forward to trying out your product during the event.
Lastly, keep watch for questions, comments, and suggestions from your audience. This will give you an idea of what they will expect once they visit your booth during the event. As a result, you and your staff will be more prepared when demonstrating and interacting with people on the show floor.
Launch and Promote During the Event
It’s finally the day that you and your team will launch and promote your new product. During the show, you are going to apply everything you have planned and worked on. It does sound difficult, but don’t worry, here are some tips to make sure that your product launch is a success.
Because of your pre-show marketing, people are more excited to check out your new product. During the entire show, hold product demos to increase the chances of getting more leads and turning prospects into buyers.
Think about ways on how to interact with attendees in a way that keeps them interested. At the same time, provide them with essential information about your product. By doing this, there is a higher chance that attendees will remember your product and company.
Samples, Contests, and Giveaways
Hold contests and raffles on social media platforms before the show to increase your brand visibility. Encourage people to share your posts and winners to share their experiences so people will also be inspired to participate.
During the show, drive more traffic to your booth by offering free samples and freebies. For example, if your company is a manufacturer of glass bottles, offer attendees perfume sample bottles. There are so many unique freebie ideas that will surely help attendees remember your company. Other cool examples include power banks, keychains, reusable metal straws, personalized notebooks, promotional pens, and private label hand sanitizers.
Follow-up After the Trade Show
The end of the trade show does not mean you should also end your marketing campaign. Through your social media pages, continue promoting your products by sharing photos and videos that cover the activities of the event. Also, update your website and landing pages to widen your market reach. Lastly, send updates and other promotions through emails. Attending trade shows requires a huge investment, so make sure to make the most of it!
Keep in mind that attending a trade show requires careful planning, profound execution, and a lot of money! So, make sure that you do everything right. By applying the helpful tips above, your new product will surely get the exposure it deserves. As a result, you will receive positive results not just for your return of investment (ROI), but your company as a whole!