Even though we’re most definitely in the “digital age” and many buyers and sellers are using online channels to promote, research and purchase products and services, trade shows can still be a very beneficial way to build brand awareness. But, you must set clear goals for why you are going and what your goals are in order to be successful. A common reason that companies participate in trade shows is to build their brand awareness.
In order to do this well, here are 3 things you need to know.
It’s more than just your logo and signage.
Of course you need to have your company’s logo displayed prominently and have signage that does this well. But, did you know that there’s a way to place your company’s information that has attendees consume the information in a way that sticks?
It’s called top down booth branding. The goal is to make space in your booth for both marketing and sales opportunities. (read how to design your booth for all stages of the buyer’s journey)
Consider starting at the top with your logo and company name, then your brand message, and then at eye level, add in messaging about your products, services and your unique selling proposition (i.e. how does your business uniquely solve your clients needs and pain points).
Remember to include images where they make sense, as people are moved more strongly by images than words these days. Keep text to a minimum in order not to overwhelm, and use fonts and colors that are representative of your brand.
You’ve got to get social – before, during and after.
Everyone knows that “being social” online is important for brand awareness and loyalty. Build awareness prior to the show by posting on social that your company will be attending a trade show and use all.the.hashtags you can! Well, use the ones that the show has created and possibly even create your own, depending on your goals.
If you want to encourage buzz, visitors and fun, hand out branded items that people can wear (like flashing bracelets, fun sunglasses, etc) and have them take pics and post on social with the hashtag in order to win something.
After the show, use social to post pictures of the event, share things that you learned, and/or want to share with your followers that will help them in some way. It’s all about providing value for your potential buyers and this is a great way to do it.
Want to learn more about how to use some of the popular social media channels for better ROI at your next trade show? Download our guide here.
You have to know your audience.
This may see a little like a no brainer, but what an awesome opportunity to really get clear about what problems your audience has and how you solve them. And setting your booth up in a way that speaks to those problems in a “what’s in it for them” way vs. “this is what WE do” will grab your audience’s attention quickly and drive awareness and engagement. Showcase these in your booth in interactive ways, with content, in conversations, etc.
There are SO many things to take into consideration when it comes to attending a trade show and creating a booth design that leaves an impression. We’d love to help you create a dynamic, unique, and well-branded exhibit. We offer in-house graphic design to fabricate the exhibit that conveys your brand in the best manner possible, and that motivates your target group for maximum results.
Contact us today to learn more.
Superior Expo Services is a leading family owned trade show general services contractor with over 25 successful years in the business. We know what it takes to ensure that you, your show, and your exhibitors are supported and set up for success. We pride ourselves on providing superior performance that rivals the big guys, yet never compromises our grassroots customer-centric approach to project management, personal service and attention to every detail.