Never underestimate trade shows.
“The idea that trade shows don’t make good use of marketing dollars is false,” said Mark Bourgeau, president of Delta-based Exhibitree Display. “Trade shows are one of the best ways to build brand awareness and generate sales leads, but you need to make sure that you cover all your bases.”
Begin by defining your goals.
“How many [sales] leads do you want to walk away with?” Bourgeau asked. “That [question] forms the basis for investing your money in the kinds of things that will create a trade-show environment that will help you meet your objective.”
“The end product may be a physical booth, but your main focus should be on attracting customers and generating business,” said Bennett Hui, owner of Speedpro Imaging in Richmond. “You have to put yourself in the attendees’ shoes by asking, ‘What can I do to make the best first impression? How can I differentiate myself from competing exhibitors?’”
With just three seconds to pique the interest of passersby, you must create a trade-show presence that “reaches out and grabs people,” said Hui. Make sure “your display and your team look their best.”
“Companies often make the mistake of not sending their CEOs, managers and technical staff to a trade show,” said Hanif Muljiani, president of Richmond-headquartered Xibita Ltd. “Your instinct may be to send employees who can more easily give up a day of work. But remember, you’re there to meet potential clients, and statistics show that they’re often ready to buy. If they have technical questions or want to make a deal, you must have senior-level attendance and technical know-how at the show.”
Just as pressing: booth placement. “Some spots in a convention space get less traffic; some get more,” said Hui. “Real estate counts, so make sure you locate yourself strategically when you sign up” as an exhibitor.
Parking yourself by your competitors, he added, isn’t necessarily a bad idea: “Think about those districts in big cities where similar businesses clump together. People know to go there to get that product; the same goes for trade shows.”
After that, according to Muljiani, “it really comes down to what are you going to say. You need one bold, impactful, laser-focused statement that instantly tells people who you are and what your value proposition is.
“It’s OK to make your visuals big and bold – trade-show marketing is usually larger than life – but don’t dilute the message.”
Hui agreed. “You’d be surprised at how many exhibitors put too much detail up or too many busy graphics and images. Make sure that the text in your signs and displays is big enough to be seen from 20-plus feet away, but don’t drown it out with too many distractions.”
Bourgeau said, “You need to be quick and succinct at attracting people’s attention. If they don’t instantly connect their needs with your booth, they won’t give you a second glance. They’ll just walk right by you.”
Hui advised “doing something less conventional, something different” from what others do. Changing something simple, like flooring, can make an impression.
Getting heavy-handed with gimmicks, however, can backfire. Hui warned against cramming your booth with “everything your business has,” lest “ things get too busy.”
As for hand-outs, “70% of all trade-show materials – brochures, freebies, gifts – get thrown away,” said Muljiani, adding that many delegates travel long distances to the show and have little room in their luggage to carry giveaways home.
“Quality before quantity,” he said. “You have to think, ‘What’s the value in giving that gift?’ Is it going to help you to make a sale, get a contact name or number or follow up” with the contact later?
One of the best freebies he himself has ever received was a two-part gift: a remote-control car bearing the company’s logo. The remote was missing. As he recalls, an attached note read, “‘Want the remote? Ask us to drop it by in person, and we’ll tell you how our company can help your business.’ Brilliant.”
Muljiani said, “Don’t be afraid to do things in a fun, cheeky way, even when it comes to your booth staff. Those energetic, bubbly people can work wonders in drawing a crowd and making those critical connections for your business. That is, after all, the whole value of a trade show: you’re investing in meeting people.”
This article is reprinted from Ad Pages magazine, which will be delivered in the next issue of Business in Vancouver (issue 1132; July 5-11).