Trade shows are places where brands can connect with new audiences that may have never been exposed to a company's unique products and services. Although businesses want to interact with as many prospects as possible, firms need to make sure their focus is in the right place. Otherwise, they may overextend themselves and fail to reach their target audience.
Writing for Canadian Manufacturing, Andrew Shedden recently asserted that too many organizations try to entice people with special promotions, such as giving away free iPads or all-expenses-paid vacations. Instead, brands should do all they can to target those "ideal prospects."
"For example, if you are in the circuit board business, promote a draw for $5,000 worth of free circuit board assembly services. This will attract only those in need of such services. Make your draw, select a winner, then mail a letter to all of those who did not win and offer them $1,500 off their first $10,000 job with your company," Shedden suggested.
It's all in the presentation
Brands that want to set themselves apart from the competition at an upcoming trade show must not only focus on their core audiences, but their presentation. Everything from their booth designs to their employees must be planned meticulously. Forbes contributor Steve Olenski recently reported that the latest CES conference, which is the world's largest trade show, highlighted some ways that companies can thrive at their next event.
Jeff Williams, CEO of Cypress Media, said businesses should try to design booths that are funny, futuristic or unique.
"You want people saying, 'Hey, did you check out that booth that is two floors tall?' The more buzz, the more interest and exposure," Williams said, Olenski reported.
Companies that focus on connecting with people, rather than selling a product or service, will thrive at a trade show. Olenski suggested that organizations greet customers and wait until they have taken some time to absorb the brand's booth and visuals before asking if they have any questions. This will not only be less intimidating for those who are shy, but it also encourages audiences to ask their own questions.
Focusing on the core audience and then branching out is a more effective approach than doing the opposite. If businesses lay out their plans in this fashion and pay close attention to the details, their next trade show may be their best one yet.