3 Common Trade Show Objectives and How to Reach Them

When you invest time and money into a trade show exhibit, it’s crucial that you and your staff understand, and eventually reach, your trade show objectives. Otherwise, you will end up going through the motions without a clear strategy to follow or measurable trade show goals and objectives to track. Usually, people will say that they exhibit at trade shows to show off their products or expand their network. However, trade shows can be used for more specific objectives, such as launching a new product.

Let’s learn more about these three common trade show objectives, the considerations for each, and how to best achieve your goals.

New Product or Service Launch

Do you have a new product or service that you’re launching? The best way to get it in front of a large, targeted audience is by exhibiting at a trade show. Your trade show booth should complement the new product or service and highlight its most important features. Be sure that your staff is well trained and can answer questions from potential customers.

To increase engagement, have your product available for people to try. Perform product demonstrations and consider offering free trials or samples, if possible. If your product or service isn’t quite as hands on, you’ll have to think outside the box. For example, virtual reality (VR) or augmented reality (AR) use interactive elements to show audiences what your product or service would be like.

Lead/Prospect Generation

Many businesses exhibit at trade shows to grow their list of leads. Trade shows are a great place to do this because you can connect with a highly targeted group of people. Even though some of your best prospects are right in front of you, there is still a lot of competition at trade shows. You must know how you will draw attendees to your booth.

Signage and eye-catching graphics remain important, but you need more than this to capture widespread attention. Consider how you can implement interactive technology, such as VR, AR, kiosks, video games and storytelling. People also love free stuff, so have incentives for those who stop by, such as branded swag, sample products or the chance to win a gift basket or gift card.

Finally, have a method for capturing leads. The fish bowl tactic is growing less popular because fewer people walk around with business cards, or they don’t want to fill out their contact info a hundred times. Consider a lead capture app that can transfer contact information directly into your CRM.

Brand Awareness

Another popular reason for attending trade shows is to build brand awareness. You can easily position your brand in front of thousands of people who have a need for your products and services. This is especially helpful for new companies that are just starting out and building their customer base.

To make a good impression, ensure that your brand image is consistent throughout your exhibit. This can be accomplished by working with the right trade show booth company that understands your brand and vision. Determine how you will create a meaningful brand experience for attendees and how you want them to feel when they leave. Promotional products are helpful because they help visitors recall your brand and their positive experience with it.

Before investing time and money into your next exhibit, be sure that you clearly define your objectives and how you plan to reach them. This gives your booth staff clear goals to work toward, such as sharing your brand story, handing out branded merchandise and capturing lead information. To start building your custom exhibit, contact IGE today.