Trade shows can be intimidating for anyone who’s new to the experience. The best course of action? Dive right into the pool! If you’re not quite ready for the deep end, though, these tips should serve as an excellent introduction.
1. Create an exhibit that works for a variety of shows, so you get more bang for your buck.
It’s obviously expensive to design a trade show booth that only works for one particular show, but not just in the way you might think. Having multiple exhibits takes up space, consumes resources from employees who need to manage them, and if the branding is different on each exhibit, it could cost you in the sense that your customers get confused about what exactly it is you stand for. Having one smart trade show exhibit design means you can get ready for shows more quickly and more efficiently while spending less.
2. Know your target demographics inside and out.
Go beyond just knowing your target market’s age, gender, interests, and career. To be successful at trade shows, you need to get inside their heads and figure out how your exhibit can stand out from your competitors. Maybe you design an exhibit that has a different color scheme or appeals to a humorous side of the industry. Either way, knowing your target demographic beyond just the basics will lead to a smarter, more effective booth.
3. Manage your leads so that you can focus your time and resources on those individuals who offer the best chance of a sale.
Since just a tiny percentage of folks who wander into your booth will turn out to fit your “ideal customer” standards, make sure you clearly focus on them. To do this, you need to hold pre-show sessions with your sales team where you review expectations, timelines and any show-specific details they should know about the exhibit space.
4. Measure the number of qualified leads each sales person manages to snag.
Mark Twain once said, “Most people use statistics the way a drunkard uses a lamppost, more for support than illumination.” If you don’t measure how well your staff and the exhibit perform, you’ll never know how to improve. Not only will it help you tweak the design of your trade show booth to improve leads, but it will also help you better plan your staffing requirements for the next show.
BONUS TIP: Encourage your staff to get outside and take a break every once in awhile! The fresh air and the sunshine will do wonders for their motivation and charm.
These tips should get you off to a running start in designing your trade show exhibit and getting the most out of it at the shows themselves. With the right combination of smart design, lead management, and team motivation, your booth can be a tremendous asset to your business.