Trade show exhibitions are a great way to bring more attention to your business. Prospective customers will be able to look at exactly what you have to offer, and you will be able to check out your fellow traders (also known as the competition!). If you want a trade show exhibition to be as beneficial to you and your business as possible, then there are some things to bear in mind.
Who, what, where?
Firstly, it’s good to know who is going to be at your trade show, and how many potential customers will be in attendance. A way of getting a good idea of potential numbers is looking up the previous year’s event. What other companies were present, and how many of them were there? Secondly, and most importantly, how many potential customers were there? Did the event sell out, and was there a positive effect on businesses after the exhibition? These are all questions that you need to have answered well in advance of the event, and doing some in-depth research early on will help your prospects enormously.
Location, Location
When it comes to trade show exhibitions, location can make or break the success of the show for you. A spot near the centre is always a safe bet, as that is where people tend to migrate towards. You’ll need to consider your neighbours too. Do you want to be near an utter show-stopper of a display? Your own could end up being overshadowed, but then again, you’ll be in the midst of plenty of foot traffic. Consider your options carefully. How much space you need can also affect your location, so take some time to figure out how much room you will require.
Drawing Attention to yourself
Think about how you are going to catch potential leads attentions. The three second rule is a good one to abide by. In three seconds you have to get across the name of your company, what you do, and why people should use you. Focus too on what staff you want to bring with you on the day. Delegate certain responsibilities to certain staff, and have each one start the day with a clear goal in mind. Don’t crowd your stand with too many staff either, as this can intimidate people.
After the event
Although it may seem too early to think about what you will do after your trade show, it’s important to set out a plan. How are you going to capitalise on any interest? Plan to respond quickly within the first few days, and do all that you can to secure a deal. Remember, you’ve already caught their interest at the show, now it’s time to reel them in and make a catch.
You’re ready to Perform!
If you are visiting a trade show exhibition for the first time, it can all seem a little daunting. With our guide though, you will be well on your way to making your time there a success. If you do have any nerves, don’t let them show! Focus on delivering a great pitch and attracting as many customers as possible. After all, everything else is easy compared to that part!
Tom Cook is the Director of the well-established office equipment rental company based in London – Bircherley. Tom has a wealth of knowledge with trade shows, conventions and exhibitions and over the years has built up the skills to ensure that they run smoothly.
