Trade shows are fabulous opportunities for networking and increasing brand awareness. By showcasing your products or services in an eye-catching exhibit, you can attract many more qualified leads than cold-calling or email marketing in the same amount of time you invest in a trade show.
A successful exhibit, however, requires strategy. At Dimensional Exhibits in Dunn, North Carolina, we create engaging trade show displays that capture attention and maximize return on investment (ROI). Here are five strategic moves to enhance your trade show performance.
- Improve Your Booth Design
The first step to increase your trade show ROI is investing in a high-quality, inviting booth design.
- Position your booth in a high-traffic area. It may cost more, but think real estate: location, location, location for more visitors.
- Use your brand’s colors consistently to reflect your brand personality.
- Display your brand logo prominently in several areas, especially high-up for visibility.
- Allow easy interaction with attendees.
- Use dynamic lighting, such as spotlights and LED lights in your brand’s colors, to highlight products or other elements.
- Use interactive elements to draw people in.
Dimensional Exhibits offers customized solutions that ensure your booth stands out and makes a memorable impression on every visitor.
- Spread the News with Pre-Show Marketing
Publicizing the event will boost your trade show success. Use your email lists, social media channels, and even direct mail to announce your participation and invite contacts to your booth. You could also offer incentives to encourage attendance, such as:
- Exclusive offers like special discounts or promotional offers.
- Early access or sneak peeks at new products or services.
- Scheduled VIP demos or consultations for pre-registered visitors.
Pre-show marketing builds anticipation, increases booth traffic, and gives you a head start in achieving your trade show goals.
- Train Your Team
The people staffing your booth are just as important as the display.
- Train each team member thoroughly on product or service knowledge, customer engagement, and sales or lead generation techniques.
- Ensure the team is enthusiastic and fully prepared to answer visitors’ questions.
- Add professional attire or branded uniforms to stand out and reinforce brand identity.
A well-prepared team can significantly enhance the visitor experience and improve lead conversion rates.
- Put Technology to Work
Incorporating technology can make a big difference in your trade show ROI. Considering using the following:
- Digital displays for loops on product tutorials, testimonials, or your brand’s story.
- Touch screens for product demonstrations or interactive catalogs. You can even use them for lead capture forms.
- Virtual reality (VR) or augmented reality (AR) demonstrations.
- Social media walls to display live updates on a screen with hashtags to encourage visitor engagement.
Technology helps draw attention and gather data about visitor interactions. It’s invaluable for follow-up and measuring success.
- Follow Up Promptly
Your efforts before and during the trade show are only as good as your follow-up strategy. Be sure to
- Collect contact information through business cards, digital sign-ups, or badge scans.
- Initiate follow-up communications within a few days while the event is still fresh in attendees’ minds.
- Personalize your follow-up messages to reflect the conversations you had with each lead.
Following up reinforces the connection and sets the stage for appointments and sales.
Your Next Step
A successful trade show and increasing ROI are about more than your excellent product or service. You need a strategy, from planning and booth design to post-show follow-up.
At Dimensional Exhibits, we use our 35 years of expertise to help you create a trade show presence that stands out visually and is optimized for maximum engagement and lead conversion.
For expert assistance in designing and executing a trade show exhibit to delight attendees and maximize your ROI, contact Dimensional Exhibits. Our team of professionals is ready to provide you with innovative solutions customized to your needs. Call us today at (910) 292-2202 for a no-obligation estimate, and let’s make your next trade show your most successful yet.