B2B businesses benefit from trade shows, conferences, and conventions by networking, showcasing products, gaining industry insights, and connecting with potential partners, all under one roof. Learn how to enhance brand visibility, promote your presence, and make the most of demos using the following 8 tips.
Opportunity Analysis:
Conduct a trade show, conference, and convention opportunity analysis as far in advance as possible to prioritize a list of shows based on audience, show relevance, alignment with your goals, costs, competitor participation, speaking opportunities, and more.
With more than 13,000 trade shows taking place each year in the US, you have a lot to choose from. More than half of the largest shows take place in Las Vegas, Chicago, and Orlando. But bigger isn’t always better. More than 50% of exhibitors believe smaller, regional trade shows are more successful than larger, national shows.
Set Clear Goals:
Define your objectives for the show—whether it’s lead generation, sales, networking, or product demos. Establish specific, measurable goals, such as collecting 10 new leads or getting 50 form fills for a white paper.
CLICK HERE to learn about a comprehensive marketing and communications strategy we developed for a healthcare equipment product launch at the Global Specialty Lens Symposium (GSLS) in Las Vegas.
Plan Your Booth:
Design an appealing, on-brand booth that reflects your brand’s voice, vision, and aesthetic. Ensure you have essential materials: banners, signage, promotional items, and product samples. If you’re hosting a giveaway, display it at the booth and select something that connects with your brand, the location of the show, etc.
Giveaway ideas include electronics, vacation packages, tickets to shows, AirPods, luxury handbags, and even your company’s own products or services.
Location, Location, Location:
Be strategic about your exhibit’s location. Reserve as early as possible for the best odds of securing an ideal location. If all else fails, choose a space away from your competitors and close to the bar or restaurant to ensure foot traffic.
Draw People In:
Interactive activities draw visitors in for conversation. Include touch screens, videos, surveys, and quizzes to capture contact information, and qualify leads.
Demo Your Product:
A good product demo will grab your audience’s attention and help you build brand awareness and authority. Three quick tips to make the most of the demo:
- Keep it short. Stick to a 9-minute rule for your demo and allow for Q&A at the end
- Focus your pitch on customer pain points and let the product benefits speak for themselves
- Record your in-booth demo and use them to promote your products and service down the line
Promote Your Presence:
Announce your trade show participation via your website, email, and social media. Consider pre-show contests to generate buzz and boost booth visits.
Prepare Lead Strategies:
Develop a lead generation plan using methods like QR codes. Establish a clear follow-up process, including thank-you emails and follow-up calls.
Interested in learning more? Connect with our team to discuss your trade show strategy.
