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Trade Show Confidential: Enhancing Your Booth

Trade Show Confidential: Enhancing Your Booth

Trade shows are a powerful opportunity to build awareness for your brand and generate new business opportunities in a short amount of time. The trick is taking full advantage of this platform to get the most out of your investment.

Trade shows are a powerful opportunity to build awareness for your brand and generate new business opportunities in a short amount of time. The trick is taking full advantage of this platform to get the most out of your investment.

Here are a few ways to do just that:

Show off your brand in your booth design. Think about the core attributes that define your brand. Perhaps it’s innovation, sustainability, convenience or something as simple as color. Make those the leading design elements of your booth so attendees visually connect you to those attributes.

 

Tell a powerful story through messaging. Clear, concise messaging is essential to capture the attention of attendees. Emphasize innovations with the word “new” and highlight key business benefits of your products or technologies instead of the technical features. You can highlight the latter once the attendee is engaged by understanding how working with you will improve their bottom line or get to market faster.

 

Develop a compelling giveaway. This shouldn’t be gimmicky. Think about what customers and prospects would find valuable – perhaps it’s a white paper on an important industry trend or a copy of a recent market research study. Promote the giveaway in all pre-show marketing activities so attendees know it’s available.

 

Prep your sales team. The effectiveness of your team can make or break your success at a trade show. Schedule staff in advance to avoid overcrowding and review key booth etiquette (i.e. no cell phones!) to ensure you create an inviting experience for visitors.

What have you done to enhance the success of your last trade show? We’ve love to hear about it!

Nicole Zampino is the Director of Client Services at ABI marketing public relations. You can reach her at +1 212-529-2234 and nzampino@abipr.com.

by By Nicole Zampino