How do you attract new customers in today’s marketing climate? Where do you find real people who are a good fit for your brand? Are there any places where you can get exposure to an audience that is ready and willing to listen to what you have to say?
If these are questions that keep you up at night, then you should consider marketing your brand at a trade show. Though it might seem that we are living in an entirely digital world, physical meetups such as conventions, conferences, and trade shows are alive and well. They are also excellent marketing opportunities, because they allow you to run an education focused campaign. After all, trade shows were designed to promote products or services. In 2019, there were over 13,000 trade shows in the United States, with events spread across every major industry.
So how do you ensure that your brand has a successful trade show experience? We’ve gathered a few tips that could help bring you an abundance of new leads, while also building brand awareness in a space set up for success.
Have a Strong Strategy and Brand Identity
When you get the opportunity to put your brand in front of a new audience, how do you ensure that you make a killer first impression? Though there are plenty of opportunities present at trade shows, there is still a lot of competition. You need to make sure you have a creative booth and tabletop design that will stand out in a sea of competitors. Your brand imagery should also be reflective of your core values. Opt for a clean design and utilize colors and a layout that matches your overall branding. This includes matching materials to the way your brand appears online. Streamlining these two experiences will give you a higher chance of people remembering you.
Trade shows can be overwhelming. Between the brands, speakers, presenters, and attendees, there are a lot of people in one space. Set goals for what you want to accomplish. Is it finding mentors to help you scale your brand? Is it connecting with potential customers? Is it trying to facilitate a viral social moment?
Do your research beforehand so you know who is attending and what events are planned during the trade show. Reach out to people who you’d like to connect with and try to set up a meeting. This way you will already have a schedule in place. Trying to arrange appointments during a trade show can be difficult. It will also take your attention and energy away from the goals that you’ve set for the event.
Lead with Fun
Almost all brands can be fun. People are drawn to positivity, and your product should be providing them with a solution to an existing problem. Think of ways you can create interactive experiences that make people want to participate. Consider doing brand giveaways or creative demo presentations that showcase your product.
Stimulate an Emotional Response
One of your main objectives should be to have everyone who comes into contact with your brand thinking about it long after they’ve left the trade show. The best way to do this is to provide them with an emotional response that is directly tied to your product or service. The most effective marketing employs this technique. How can you do this? Think about creating visual or video content that speaks to the core of what your brand has to offer to consumers. According to a study by Nielsen, marketing that provides an emotional response can help to increases sales by up to 23%.
Haven can help you achieve success at your next trade show appearance. We work with clients to curate a comprehensive brand strategy, which includes designing booths and tabletop displays, as well as other branded assets. We also collaborate on branded giveaways and other trade show related marketing needs.