10 Trade Show Tips For New Exhibitors
Trade shows are one of the best ways to level up your marketing and get the word out about your brand which is why gathering exhibitor tips is necessary to get the most out of the event. That’s why we have laid out our best new exhibitor tips so you can maximise your stands’ potential at your first event.
Our Tips for New Exhibitors
While these tips have been curated for new exhibitors, we believe they can help anyone looking to plan a trade show for their business in 2022. From planning, costings and design we have insider info on it all.
1. Ask yourself why you want to exhibit
The very first thing you need to do is establish your ‘why’. What is the main reason that you want to exhibit at the event you have chosen? What do you think it will accomplish? Business growth? Brand awareness?
2. Set a goal and create a plan
Are you attending the event for brand awareness or to gain sales? Are you exhibiting a new product? Are you trying to build your email list? Establishing this early on will determine your approach to your marketing and will make it easier when creating an exhibition plan for the event.
3. Costs costs costs
Write down your budget and a detailed list of all the costs that will go into exhibiting at a trade show. Think about the obvious costs of booking a space and the stand itself but don’t get caught out by hidden costs like hotels, getting staff to the event, food expenses etc.
4. Booking a stand space
When booking a space for a trade show, it is important to consider the footfall of the location. This can significantly impact the success of your stand, as it can determine how many people will pass by. It is also important to consider other factors such as the price of the space and any discounts that may be available. By taking all these factors into account, you can ensure that you get the best value for your money when booking a space at a trade show.
How does the exhibition space flow when people are in it? Have you considered event management? What sort of thing are your competitors offering? Take to their socials and have a nose.
5. Familiarise yourself with your audience
Create a profile for your ideal client/clients so you know exactly who you are talking to. This is key for you to begin your marketing because you won’t be wasting your time promoting to people who have zero interest in your business. If you know that some of your target audience are attending the show, it would be worth reaching out to them pre-show to introduce yourself/your company and try and arrange a meeting at the show.
6. Promote
This is the fun part! Once you’ve nailed your client profile it’s time to promote! Post that you’re attending said exhibition on social media and your website. Make sure you don’t give away too much but just enough to peak people’s interest and entice them to visit you.
7. Lets get logistical
Earlier on in this post, we mentioned that when booking your stand space to be mindful of how people will navigate through the exhibition haul which also ties in with this point. Try and attend an event in person at the hall you are exhibiting at prior to your show and check out the power supply. Think about how your lighting and equipment will be connected and make an informed decision on where you want to position your stand based on this.
8. Interactivity wins!
This should be top of your criteria for your stand build. Consider how experiential marketing could help by incorporating an interactivity element to draw people to you. Either a demonstration area or some way people can get involved. It will make your stand memorable and a lot of people retain information by doing. Remember, there will be a lot for people to absorb throughout the day so you need to be able to stand out amongst the rest.
9. Press release
Another option to consider is a press release. You could write a press release to send to a local paper or magazine or industry relevant blog. Most of the time, the show organisers will deliver a fair amount of press which would indicate that you are exhibiting and bring attention to your company, which is another great reason to exhibit at a trade show!
10. Recoup, review and revise
Once the exhibition is finished, it is important to put time aside to reflect on what went well and what didn’t, whether you achieved the goals you set out to and if not, why? What would you keep the same and what would you do differently? This will determine whether you would exhibit again or whether it was worth the time, effort and money.