How to make your business stand out at a trade show

Despite the digital age we are living in, the traditional trade show remains a hugely important marketing strategy for many businesses in every industry. These shows give you the opportunity to present your brand, connect with consumers, and network with other brands in a far more tangible way than social media or email allow. The trick is to know how to get people to notice and remember your brand over the many others which are also battling for their attention. This guide outlines some key steps you can take to ensure your business stands out at your next trade show.

Get started early

Before the trade show, you should be using social media to promote that you will be there. You can do this easily via social media by connecting with the event organisers and other brands who are attending. Use the show’s hashtag and get in on the conversations, comment on posts and give some details of any special attractions you’re planning like competitions, entertainment, or giveaways.

Make it interactive and fun

The modern day consumer wants to be able to interact with a brand, so consider offering a fun activity or game which they can get involved with at your stand. It should be related to your brand, product or service and you can reward winners with small promotional products. For example, you could ask people to guess the number of objects in a container and leave you their email address so you can contact them if they win. This also gives you the opportunity to expand your email marketing list if you get their explicit marketing consent.

Step away from your competitors

If this is the first time you have exhibited at this or any other trade show, take a look at photos from previous years to see what your competitors have done in terms of presentation and activities. This will enable you to improve upon what they offer and ensure that you stand out visually. Think about the colours and banners you will use and whether or not your team will be dressed in something memorable.

Give visitors free promotional gifts

When people visit your stand and engage with your brand, why not give them something they can take away with them? Free gifts leave everyone feeling positively towards a brand, particularly if it’s high quality and useful. You could keep it simple with stationery, or maybe you could try garment printing T-shirts or reusable bags which they can wear/carry around the event and keep for a long time afterwards.

Engage with passing people

Make sure that the team you choose to represent your brand on the day are good with people and confident enough to strike up conversations. This doesn’t mean using aggressive sales techniques or pouncing on everyone who passes by, but a smile and a polite greeting can encourage people to step that bit closer and pay attention.

Use social media to advertise your presence

Just as you used social media before the event, it’s a great idea to continue doing so while you’re there. You can post photos, status updates, live video, and more to promote your presence and your attractions. Attendees at the event are likely to be following the event’s social media so if you can maximise exposure you might be able to draw in the crowd.