“If you build it, they will come.” If only life were as easy as the movies. When it comes to producing your trade show display, this is not always the case. Often, good businesses can make tragic mistakes when it comes to maximizing their spend. So how do you obtain more value from your trade show display spend?
Know When to Splurge on Your Trade Show Display
For many businesses starting to exhibit in larger trade show display booths, the thought of upgrading their display can be scary. Often, although they’re upgrading, they haven’t quite figured out how that correlates with their budget. In many cases, businesses want a fully customized trade show display, but simply can’t afford it. In these cases, a hybrid display can provide an element of customization with some modular aluminum systems to keep costs in check.
Not every aspect of a trade show display has to be customized to the slightest detail. Often, replacing elements with fabric can keep costs down as well. Additionally, large scale props and other eye catching elements can provide a level of customization that makes it look like your business splurged for a luxurious and sophisticated booth. Knowing how to combine these elements can provide increased value for your trade show display spend.
Market Market Market
The entire purpose of exhibiting at a trade show is to increase sales and build business relationships. If you’re not marketing and publicizing your presence, how will anyone know you’re there? It can be difficult to stand out among the giants in your industry if you haven’t put the time and effort into marketing your presence.
Consider a mailing campaign combined with a phone call campaign to existing customers and prospects. You can also combine this with cold leads from the pre-show trade show list to drive more traffic to your trade show display.
Social media is also an incredibly powerful tool for both your company and employees to publicize their presence. Consider taking a picture of your trade show display and your staff and inviting people to come say hi at booth #123.
Giveaways are also very strong draws for luring people into your display booth. Participatory games to qualify leads and then reward them with a coveted item can be a great way to obtain more value from your trade show display. The key is to ensure that your team qualifies leads rather than just handing out drawing tickets or prizes to just any person who walks your way. Not everybody is in your target audience, so be careful to qualify leads prior to participation.
Do you have something to unveil, or something to say to everyone? Try a press release and mention your trade show display number. Publish a release in industry publications and call influencers to add more mileage to your announcement. This can help to drive more industry traffic to your space, increasing the value of your trade show display spend.
Bring Only Who and What You Need
Nothing is worse than overstaffing your trade show display with unnecessary people. The costs to feed, shelter, and transport these people can very quickly add up. What’s worse is if you’ve chosen people that aren’t outgoing brand advocates, your business could miss good leads. Keep the shrinking violets at home and ensure you obtain the highest value from your trade show display.
With a little foresight and planning, your business can easily maximize the value of your trade show display spend. Increase your leads, increase your business relationships and enjoy the attention you’ll receive on that trade show floor.
