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Marketing: Tips for Successful Trade Shows
May 13th, 2011

Trade shows can be a very effective marketing channel for your business since they attract potential customers who are interested in your type of product or service. Whether your trade show exhibit is a large pop-up system or a small table-top display, here are some simple tips to help you stand out and get noticed. 

  1. Work with an experienced trade show display and graphics provider to develop the right presence for your business and for the show you will be attending. Williams Graphic Solutions offers a wide range of display units and accessories and has a wealth of experience in developing attention-grabbing graphics and marketing materials to display at your booth. Remember, this will be your first impression on many of the show attendees - make sure your display is professional and memorable.
  2. Before the show, reach out to customers and prospects who may be attending the show. Invite them to visit your booth or to a reception or dinner. Use the event as an opportunity to communicate one-on-one with customers and develop new contacts.
  3. Promote your presence at the show, before and during the event,  on your website and on your social media channels. 
  4. Create a landing page or microsite on your website with images or logos from the event, map of event location and information about your products or services that are relevant to show attendees.
  5. Make sure your display and all your materials are consistent with your company's brand and image. Use images of your product or service that visually communicate the benefit of your company quickly to passersby. 
  6. If possible, consider using either a slideshow or video that doesn't require audio. Trade show exhibit areas are usually loud and it will be difficult to hear the sound from your presentation. Use large text, video clips and compelling imagery to capture the attention of show attendees. 
  7. Have plenty of trade show giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And be sure to use display racks for showing your flyers, specials, brochures, and such. 
  8. Offer a prize that in some way complements your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag.  
  9. Offer attendees a way to sign up for marketing communications from you - email newsletters, special offers, etc. Remember, the CAN-SPAM act requires people to specifically opt-in for your email newsletters, so make sure your sign up form clearly states you will be using the email addresses you collect to communicate with attendees in the future.
Contact us to learn more about maximizing your trade show investment, or to explore trade show display options.

Posted by Harold Williams

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