Trade Show Tips

When your world is a blur of expo floors, faces and business cards, how can you best stand out given the whirlwind of activities that surround you? Here are some trade show tips from CBD to help keep your eye on the ball:

Use Exhibit Design Wisely

According to CBD’s Executive Creative Director, Mary Olivieri, every inch of your exhibit booth is valuable real estate for business messaging. This year, take a step back and evaluate whether your current exhibit is conveying the information you want to resonate. Define your audience early during the design process, and aim to evoke an emotional response. Narrow down the message you would like to communicate, but don’t forget to clearly emphasize your product or service. Color schemes and design should be consistent with your company’s color palette and other marketing collateral—both digital and in print.

Staff Strategically

While booth activities, promotions and demonstrations are necessary to create the buzz, don’t forget that you need an energetic and well-prepared booth staff to make it a memorable visit. In our experience, it’s always a good investment to conserve your staff’s energy by using agency support. Social media presence, trade media outreach and booth designs are all areas where you can and should consider external expertise. Allow your staff to focus their energies on what they know best—providing a knowledgeable and unforgettable connection with prospects.

The Magic is in the Follow-up

Rather than prioritizing the volume of leads gathered at shows, your goal should be to have year-round follow-up with your new contacts. One affordable and engaging way to stay on a lead’s radar is through a monthly blog or periodic e-newsletter, provided that it is both visual and insightful. If planned strategically, it should take a few hours every month to plan, write, publish and distribute a thoughtful issue electronically. Another neat way to keep up a year-long interaction with your trade show leads is to use free social media tools like Twitter, LinkedIn and Pinterest. Keep the conversation light and relevant. Stick to content that best showcases your company’s strengths and services.