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How to Reach the Maximum Number of Clients at a Trade Show
You’ve decided on a trade show that you want to exhibit at. You secured a custom trade show booth or decided to go with a rental option. You’ve got the booth stocked with products and your trade show booth team ready to go. Now, how do you actually get attendees to interact with your booth?
There’s a lot that goes into marketing trade shows and one of the most important things that falls through the cracks for many companies is having a game plan for being able to engage with as many attendees as possible.
In this blog, we’ll review marketing strategies and best practices that marketing professionals can use at their next trade show to fully maximize client engagement.
Booth Design is Key
We’ve all heard the expression, you only get one chance to make a first impression. That statement holds especially true for trade show exhibitors. Your booth is the first thing that will catch an attendees eye and their initial reaction to it will go a long way in determining whether or not they even want to engage with you.
Taking the extra step of crafting a one of a kind, custom trade show booth is a good way to stand out in the crowd. Anyone can set up some tables and chairs and display products on shelves but then you’ll run the risk of getting lost in a sea of exhibitors. By taking the time and effort to tell your brand’s story through an immersive experience, you can catch the attention and imagination of your target audience while staying ahead of the curve with your competition.
Many companies who are exhibiting for the first time make the mistake of thinking that just any booth design will get the job done for them. Going with a custom option is the only way to set yourself apart from the competition. If your team isn’t ready to commit to purchasing a custom booth, going with fully customizable rental options would be the next best step.
Train Staff Beforehand
Your booth isn’t the only thing at a trade show that’s making a first impression with your target audience. The staff at your exhibit bear the responsibility of being the face of your brand. They are the first point of contact that industry leaders will have with your company and it’s essential that the interaction be a positive experience.
Fielding a staff that reflects your brand values at a trade show is essential. Selecting the right employees for a show should be all about finding the right people to act as the face of your company for the time that the show is underway.
In addition to being industry experts that are knowledgeable about products or services, it’s crucial to have employees who are skilled in greeting customers, effective communication, and positive body language. These soft skills are essential for creating pleasant and meaningful interactions with attendees throughout the exhibition process.
A warm greeting sets the tone for a positive experience, while clear communication ensures that visitors fully understand your offerings. Moreover, attentive and open body language can make clients feel welcomed and valued, fostering meaningful connections and leaving a lasting impression on potential customers.
Interactive Engagements
The types of interactive elements that you include in your exhibition booth is dependent on what you’re trying to showcase. Are you showing off a new product? Enhance the attendee experience by performing demonstrations that include crowd participation. You could also think of ways that you can make your demo or presentation a game where attendees can win prizes for participating.
The use of technology is another way to ensure that visitors to your booth stop to engage with your team. Augmented reality (AR) and virtual reality (VR) are two technologies that have revolutionized how exhibitors present themselves, their products, and their messaging to potential customers. Consider using either of these solutions to craft experiences that go beyond the traditional booth interaction. These technologies provide a great opportunity to interact with clients in a modern way considering the fast paced, digital world that we live in.
Utilizing touch screens and tablets is an excellent strategy to add a tactile layer to prospect interactions at your exhibit. These interactive tools allow your target demographic to engage with your messaging and value proposition in a fun and dynamic way.
By incorporating touch screens and tablets, you can offer personalized experiences where attendees can explore your products, services, or brand story at their own pace. This hands-on approach not only captures attention but also enhances retention, making your booth more memorable and impactful.
Offer Something of Tangible Value
After getting a potential client to notice your booth and then engage with your staff and product, the last piece of the puzzle is making sure that they leave with something to remember you by. Providing free samples, branded promotional items, or valuable information in the form of case studies white papers offers both immediate and future value.
If your business model doesn’t allow for handing out something an attendee can take home in a swag bag then you might want to consider hosting informative sessions at your booth that are led by experts in your industry. This would help to position your brand as a thought leader in your field in addition to providing an ideal setting for networking opportunities.
Providing attendees with something of value to take home after their interaction with you is an effective strategy to keep your business at the forefront of their minds. A well-chosen giveaway or branded item serves as a tangible reminder of your company long after the event ends, reinforcing your message and leaving a lasting impression.
The more time attendees spend thinking about your product or service, the greater the likelihood of turning that initial interest into a concrete sale. This approach not only enhances brand recall but also increases the chances of converting leads into loyal customers.
Conclusion
InterGlobal Exhibits (IGE) excels in designing and building custom trade show booths that make a lasting impact. With a focus on innovation and creativity, IGE works closely with each client to develop a booth that reflects their brand identity and goals.
From initial concept to final construction, their expert team ensures that every detail is meticulously planned and executed, resulting in a trade show presence that captivates and engages attendees.
In addition to custom booth designs, IGE offers fully customizable booth rental options that provide flexibility and convenience for companies of all sizes. Whether you’re a first-time exhibitor or a seasoned participant, these rental options allow you to tailor the booth to your specific needs without the commitment of purchasing.
IGE’s rental booths maintain the same high standards of quality and design as their custom-built options, ensuring that your brand stands out on the trade show floor.
To make the process even more accessible, IGE offers a no-risk, no-cost consultation. During this consultation, clients receive a 3-D rendering of their custom booth or rental, allowing them to visualize the final product before committing.
Along with this rendering, IGE provides a detailed cost estimate, ensuring complete transparency and peace of mind. This comprehensive approach enables companies to make informed decisions and invest confidently in their trade show success.