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The Resources You Need to Elevate This Years’ Trade Shows

January 08, 2020

Whether you toasted the ending of one decade and the beginning of another or slept through the ball drop, the new year is here, and it’s time to hit the ground running.

So, where do you begin?

Well, that depends on where you are in your business development. If you are a start-up, you may be looking at trade show exhibiting for the first time. If you are an established exhibitor, you may be reevaluating the list of shows you have attended in the past for future consideration or elimination. Whatever position you are in, trade shows should be a core component of your marketing program and deserve planning in proportion to the results you wish to obtain.

Preparation Determines Success
Your marketing team’s best resource is the exhibit display team who helps you with your event booth planning. With their years of exhibit experience, they will help you get the attention you want. Signing up for newsletters that highlight event trends and separately going to the event pages of the major conferences you identify for participation will help you as you plan your event marketing strategy.

Being in the Right Place at the Right Time
There are thousands of industry meetings, corporate events, trade shows and conferences happening all over the world each month. In just our searchable database, there are more than 4,500 tradeshows and exhibitions to search and choose from domestically in the USA and internationally. 

Understanding the audience, the other competition and the drivers of the event is key to determining which events are going to be most effective for you. Sometimes, proximity to your key customer is the biggest consideration. For example, if you’re interested mostly in supplying solutions to defense corporations and government agencies, events in Washington D.C. would likely make the most sense for you. Alternatively, having received recognition for a novel aspect of your product may be a driver of your attendance at a larger national event. Sometimes the right event is the one at which your customers are also exhibiting.

Being at the right trade shows and events will maximize capital outlay and return on your investment. Your exhibit solutions provider should be able to make educated recommendations regarding effective events based on your business and objectives.


Done Well, Trade Show Booths Can Create Lasting Impressions
You literally have five seconds to
capture the attention of an attendee walking near your booth no matter where you are located on the show floor. The bigger the booth and the more interesting the activity in the booth, the higher the chance that the five seconds results in more than just a passing glance and becomes a conversation between your team and the attendee looking for a reason to engage. Designing a booth with graphics and a flow that pulls people in for a memorable experience will set you up to engage with them at the event and allow for purposeful discussion in the post event follow up. Exhibit design, graphics and flow are so important to that engagement so it’s equally important to work with a design team that can guide you with trend-setting solutions.

Face-to-Face Engagement Influences Decisions
Trade show attendees have the internet at their fingertips before, during and after the event so you want to engage them there as part of your strategy, but there’s no equal to the power of face-to-face interaction. Exhibiting is the one way to separate yourself from the rest of the field. Product demonstrations, in-booth video productions, promotional items can be effective tools in the engagement that leads to the deal closing process. But, the success of any booth program is going to be dependent on the trained booth staff with whom the attendees will either want to engage or from whom you will see them running.

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