GROW
BUSINESSTOOLS
ENTREPRENEURISM
Booths of Opportunity Trade shows, like any valuable tool in a marketing plan, require preparation and strategy. By The Team at Eyecon Graphics
ready, and be sure staff is fully trained. DO: Engage. DON'T: Be Passive
T
rade shows are excellent opportunities to network and give your business exposure. According to a report published by event planning company ConferenceSource, for every $1 spent on a trade show, companies earn $4 back. To get the most out of a trade show, it’s important to be intentional about your setup and approach. DO: Plan Ahead. DON'T: Wing It.
Research the event: To get the most out of the show, find out who is there. Tailor your strategy accordingly.
26
Set clear goals: A specific goal allows you to have a stronger approach. A few good approaches for trade shows are looking for lead generation, brand exposure, or networking. Design an attractive booth: Be clean and eye-catching! Large professional graphics, a walk-in setup, and other features unique to you will help you stand out. Avoid last-minute preparation: Set all your materials up ahead of time to appear professional and put together during the show. Double check your booth's location ahead of time, be sure all of your materials are
BusinessCentral Magazine.com // M AY/ J U N E 2 0 2 5
Interact with attendees: Real communication with real people makes a business stick in people’s minds. Greet visitors warmly, ask relevant questions, and listen actively to their needs to form a real connection with them. You aren’t shouting at potential buyers, rather reaching out to attendees to create dialogue. Use social media: A post announcing you’re attending is an inexpensive way to make potential customers aware of the show. If the trade show has a page, tag its social media account! Avoid overwhelming visitors: Watch out for information overload. Take time to gauge interest in the conversation and meet each person where they are. Be sure to follow-up: Collect contact information and have your own readily available. Sending a follow-up message after the event will turn more prospects into projects. DO: Create an Experience. DON'T: Cut Corners
Offer giveaways: Have branded merchandise available. Start a raffle for larger items. Give away smaller items with your website and contact information. Provide refreshments: Offering snacks or drinks will attract attendees to your booth. Bonus points if the treats relate somewhat to what you do as a business.
Don’t use cheap materials: You have a quality business so reflect that in your material. Spend your money on well-made displays to elevate your brand. DO: Measure Your Success. DON'T: Ignore the Data
Track your metrics & feedback: Measure the number of leads generated, sales made, and overall return on investment. Ask for feedback from attendees and your team to review later. Analyze and adjust: The data and feedback should be used to refine your strategy. Increase what worked, and cut back on what didn’t to optimize your investment. Evaluate negative feedback: Constructive criticism is invaluable for improvement. Neglecting to listen when someone gives negative input will only cost you money down the road. Resist avoiding change: Don’t reinvent the wheel, but give repeat attendees a new reason to return to your booth. Keep those connections rolling and continue to improve your approach for each trade show. A successful trade show, like all marketing, hinges on planning, engagement, and improvement. Use these do’s and don’ts to help you strategize and maximize your impact. Happy exhibiting! Eyecon Graphics is a full-service marketing firm that is consulting, creating and connecting you to all things marketing.