Whether you have an existing booth or are working with a display house to build a new one, it’s crucial for your team to understand why you are spending valuable budget dollars to exhibit at trade shows. Planning and a firm understanding of your overall marketing strategy is key to realizing the exhibit’s goal. We’ve included some common trade show objectives that can help you with that.
Trade Show Objective #1: New Service or Product Launch
Consideration:
- What visual approaches will you use?
- Will there be product demonstrations or video presentations?
- Are the benefits and differences from competitors clearly outlined?
- Will there be samples or free trials offered?
- Will you have any special requirements like refrigeration, running water or a heavy-duty power supply?
Trade Show Objective #2: Lead/Prospect Generation
Consideration:
- What is the draw for your booth?
- Have you recently updated your graphics with eye catching images?
- Are you using new technology to grab attention?
- Did you send out pre-show invitations offering attendees an incentive to visit your booth?
- Was social media, targeted PPC advertising, the show website and other digital avenues used to market of your presence at the show?
Trade Show Objective #3: Building Brand Awareness
Consideration:
- Is your brand message consistent throughout your entire marketing platform, including your web site, promotional items and collateral?
- Will you send out a post-show mailer that further emphasizes your brand?
- How are you creating a memorable brand experience?
- What is the overall impression you want visitors to leave with?
Trade Show Objective #4: Entering a New Market
Consideration:
- What sets you apart from existing companies in this market?
- Does your trade show exhibit clearly and easily explain who you are and what you do?
- Have you researched your competitors’ marketing initiatives?
- Why should prospects choose your product or service?
Trade Show Objective #5: Retaining Customers
Consideration:
- How do you thank your current customers when they stop by your booth?
- Do you have giveaways that show them they are appreciated?
- Have you set up a hospitality event at the show to further encourage their business?
Trade Show Objective #6: Recruiting New Employees
Consideration:
- Who is staffing your booth?
- Are they excited and energized about the company?
- Are they knowledgeable about your products and goals?
Apple Rock has designed custom exhibits of all sizes for 35 years. Talk to one of our professionals to get a Free Quote, and let us help you create a unique exhibit design that is functional as well as attractive.
