Do You Know What The Top Two Main Goals For All Trade Show Exhibitors Are?

Trade shows or expos are always a great way to meet new customers, find new contacts and check out what’s new in your industry or niche.  The thing is, if you are an exhibitor, you should only have two main goals in mind:

  1. Attract the right prospect
  2. Move the potential client to the next level in the relationship

The problem is, most of us don’t concentrate on these as we get distracted by seeing old colleagues and checking out what everyone else is doing.  Here are a few tips to help you meet these two objectives:

  1. Select the right show. The most important step in being effective at a trade show is to make sure that you have selected the right show to attend.  This goes hand in hand with the goal of attracting the right prospect.  Do your research to make sure that the attendees of the show actually fit your target audience/ideal customer profile.  If you are selling a new way to cook meat, then a trade show catering to vegetarians/vegans is probably not a good fit.  Most trade show organizers will be able to give you a good idea of attendee demographics, so take advantage of all they have to offer.
  2. Set measurable goals. What do you want to accomplish at the show?  Is it to get new clients?  Is it to take current clients to the next level?  Whatever your goals are, make sure they are SMART – Specific, Measurable, Achievable, Relevant and Time-Based.  If you want to sign up 10 new clients each day, then put together a plan that will help you achieve that specific goal.
  3. Plan your booth If you want to attract the right prospect and move them to the next level in the relationship, you need to make sure that your booth is set up for success.  This means everything from booth layout to lighting, to color scheme and even the promotional products that you plan to give away.  Make sure that you have enough staff to cover the trade show hours and handle whatever traffic you’ll have at your booth.  For many, this will be their first impression of you and your company.
  4. Marketing Materials. This is your place to shine.  Make sure that you have enough brochures, sales sheets, business cards, and promotional materials to handle the traffic you expect (and more).  Plan out how you will collect visitors’ contact information as well – this is critical to your success.  It can be as easy as having a giveaway/raffle where they enter with a business card to having an actual sign-up for more information.
  5. Follow up immediately. You’ve done your best at the trade show and have a list of people interested in your product or service.  Spend time the first few days back following up with them.  Thank them for visiting your booth, ask if they have any questions, give them some additional information that they will find interesting.  The goal is to stay top-of-mind so that when they do need your product or service, they will call on you.

These five simple tips will set you up for success at your next trade show.  Ready to start using promotional items as a core part of your marketing strategy?  Wearable Imaging is here to help.  Give us a call at 949.888.7837 or email us at to set up your complimentary strategy session with our President Robin Richter.

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