Improve ROI with These Trade Show Marketing Tips

In a world ruled by digital interaction, establishing authentic, face-to-face connections is good for business. Trade shows are great for fostering that one-on-one interaction while providing a host of growth-driving opportunities like generating sales leads, attracting new partners or buyers, and creating and furthering brand awareness. 

If you’re not doing so already, these events should be a central part of your marketing strategy—especially if you’re launching a new product or service.

• 92% of trade show attendees say their main reason for attending trade shows is to see new products being featured. (CEIR: The Role and Value of Face to Face)

To be sure that you’re maximizing your trade show effort, consider these tips:

Keep it simple. Attendees should be able to quickly identify your brand and your product/service based on booth signage. You only have a few seconds to grab their attention, so make your booth simple yet memorable—and inviting: You want to draw people in.

Be consistent. As with any marketing channel, be sure to implement elements in your trade show that are consistent with your brand messaging strategy. A trade show shouldn’t be viewed as a separate event, but rather, as part of your seamless brand marketing effort.

Provide value. Give attendees what they came for—information about a new product or service, an enticing product demo (live or video), suggestions for using your product in a new or different way, etc.

Capture attendee data. This is the ideal venue for building your database; consider launching a contest or giveaway that requires people to provide their contact info.

Make it interactive. To engage attendees and encourage interaction with your brand (for a lasting impression) feature a prize wheel, an interactive video wall, photo op, VR experience, etc.

Give them a reason to stay. Provide comfy seating, charging stations for phones and laptops, light snacks or beverages, or a compelling video

Offer a quality giveaway. Everyone likes to free swag, but only if its practical. Be thoughtful about what you give away…instead of handing out stacks of product literature, provide a jump drive with your product info pre-loaded   

What brand had the best booth you’ve experienced at a trade show? Chime in on our Facebook page.

Ellen Moriarty