Are you putting off attending a trade show? It can be intimidating and indeed overwhelming to put yourself out there and in front of not only the public but also your peers too. But when it comes to marketing, attending a trade show as an exhibitor can give you a massive boost when it comes to networking with others in your sector and attracting new clients and customers and getting your company's name out there and in front of other people.
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It is also a great way to practise your sales pitch and to also see how other companies similar to your own market themselves and attract interest in what they do or sell. A new or different perspective is always a welcome bonus when it comes to pitching new ideas and attending a trade show can be guaranteed to give an abundance of different ideas tips for you to mull over or even put into practice.
So what should you know before you set up for a trade show for the first time?
Trade shows can be long and arduous. You will be socialising for the duration of the event so we have some tips for you to consider to help you prepare for your first outing!
Attend a similar trade show as a consumer beforehand. This will give you an idea of what to expect. Visit stands and see how others interact with attendees, what promotional marketing items they are using and the set up of stands similar to your product or service. If you have no idea how or where to start, this is the ideal way to talk to others and get some really good ideas on how you can stand out in the crown at your first trade show.
Wear comfortable clothes and shoes. Think layers so you can wrap up or cool down depending on the temperature. Chances are you will be on your feet a lot so think comfort to keep your feet happy.
Engage with the promotor holding the event to find out what you need to know regarding set up times, space allocation and any do's and don'ts with regards to the type of convention booths and/or marketing tactics.
You something that people can automatically associate with your brand. So before you organise your first trade show, make sure you have committed to branding and a style that you are happy with and reflects your company.
Then use this design across any banners you will be using, display stands, merchandise, business cards, flyers and so on.
Make sure you have a website ready and social media channels you can direct consumers to find out more about you online.
You may know your brand inside and out, but if you aren't comfortable speaking in public, this could be an issue. Can you employ your staff to work alongside you to carry out the bulk of the interacting?
How about taking a confidence course in public speaking to help you work through your nerves and give you some tips on how you can sell your company to others in a confident and engaging way.
Being polite gets you a long way in business. Chances are for your first show at least, you will be really feeling the nerves. However, a short temper or uneasiness will be easy to spot and will be a huge turn off for customers and others exhibitors alike.
Remember: confident not boastful. Remain humble when discussing your company and services/products to others and interact with genuine interest when they ask you different questions to find out more.
Make sure everyone's knowledge is thorough and if there are any gaps, make sure someone can answer them or you can give the person an answer at a later date by taking their details. they will appreciate your follow through on this and will boast of your excellent customer service skills before they are even a customer!
Think open, friendly, polite, approachable. This is what will make people want to stop by your stand and see what you have to offer. And it will give you a better chance at turning curiosity into paying customers.
So what are you waiting for? Prepare yourself and your company to branch out into a new marketing venture and bring your company to a whole new audience! As they say, nothing ventured, nothing gained.
