Apple Rock Trade Show Blog
The ultimate goal of networking is to establish and build relationships, not selling or playing a business card trading game. If you take the time to cultivate these relationships, these people will remember you if they are in need the goods and services your company offers. Networking is a great way to meet new people in your industry, whether they are new vendors, potential clients or just great new contacts to have. Although, these are just a few tips in mastering the art of networking, this is a great place to start on the road to becoming a qualified #leadschamp.
Exhibiting in trade shows can be very rewarding and profitable for your company. It’s imperative that you look at this face-to-face event as part of your already established marketing campaign. Delivering the same message across multiple outlets is the best way to establish your brand and build awareness with prospects. Although trade shows only last a few days, if your company uses consistent branding before, during and after, every time someone sees an ad for your company, they will remember the event. Sticking with current brand initiatives will not only make your job, as the event manager, easier but will put you on the path to becoming the qualified #leadschamp for your organization.
First, focus on building brand awareness, before the show. It’s important to have a strategy beforehand, the key a successful social media campaign is planning. Potential customers need to know what products and services your company offers before, during, at and after the event. Providing this information on a highly used medium through well thought out posts, will entice consumers to remember your brand, making them more likely to purchase your product or services.
Now, although these are not new ideas and have been done by almost every exhibiting company in the world, the whole idea is to create a memorial experience for trade show attendees. You have to be different to stand out. Building traffic is good but not enough to transform those qualified leads into sales. You must put your own spin on these simple concepts, giving potential customers a reason to stop by your booth and engage with your staff.
This fact makes preshow marketing one of the most important aspects of successful exhibiting. Communicating about your company’s participation in a particular show is the only way attendees will know that your company is there, ultimately generating more qualified leads and increasing the ROI. Here are several ways you can increase your visibility on the trade show floor, before you even arrive.
The AIF is the percent of total attendees that have an interest in certain products or services like the ones your company offers. The greater the AIF index the easier it will be to attract show attendees to your exhibit to interact with them. The AIF index is typically provided by a third-party, independent auditor of your show. They calculate this number by sending out surveys simply asking which products and services they are attending the show for, specifically.
Customized exhibits allow you to achieve a “custom” look without the cost of being locked into a big custom built booth. The type of exhibit you choose depends greatly on whether you are trying to achieve a custom cost or custom look.
Standing out from the crowd on a trade show floor is extremely important in order to meet all of the goals and objectives that were set for your face-to-face marketing event and it’s getting harder to do. Creating a memorable experience for the trade show attendee is something every exhibitor should try to accomplish because if the client remembers your company, that will increase your sales and leads, catapulting you into the position of a qualified #leadschamp.
The question of renting trade show exhibits versus purchasing them, is one that has been around for a long time. Many first time exhibitors and seasoned trade show veterans battle between renting and purchasing their booths often. This can be a difficult decision, especially when you take into account all the other expenses involved in exhibiting in trade show, such as shipping, install, drayage and more. There are some benefits to both, but the real deciding factor is how many trade shows will this exhibit be at over the course of one year. The rule of thumb here is, if you will use the same exhibit three or more times in one year, you should purchase. However, there are additional costs to take into account when purchasing an exhibit, like storage and fixing any damages that may occur. Let’s weigh the benefits of both to help you come to a strategic answer.
Choosing the right exhibit is an important step in becoming the qualified #leadschamp in your company. You must keep your goals, objectives and budget in mind in order to get the best return on your marketing investment. If you still have questions about what exhibit is right for your company, contact us today to see how the experienced staff at Apple Rock can help. We can even schedule a visit to our showroom, to give you a more hands-on look at common exhibit structures.