In today’s competitive business environment, trade shows provide the perfect opportunity to build your business and increase sales. You can generate leads, expand your brand, network and scope out the competition—all under one roof!
But trade show planning is notoriously time intensive. The fact is, what you do leading up to the trade show is just as important as your time on the exhibit floor itself. Have you placed your promotional item order? Do you have eye-catching tabletop displays and branded apparel?
Our advice is to start early and use our comprehensive trade show checklist to ensure your event goes off without a hitch. (Plus, we’ve incorporated some time- and money-saving tradeshow marketing tips you will want to take advantage of.)
Before the Trade Show:
1. What Is Your Overall Goal?
Once you’ve signed on the dotted line to participate, you need to determine your trade show goals. Take some time to brainstorm the “big picture” objectives you hope to achieve. They may include:
- Generating Leads
- Networking with Industry Experts
- Building Client Relationships
- Improving Brand Awareness
- Checking out the Competition
- Meeting with Partners or Investors
- Recruiting Employees
- Building Client Relationships
At trade shows, you’ll likely have multiple goals, so identify your top priorities and then set measurable goals. For example, you might establish a target number for new leads, social media followers acquired, resumes collected or meetings scheduled.
2. What Is Your Marketing Strategy?
With a clear picture of what you are aiming for, it’s time to put together a game plan that will get you there. Some of the most important tasks to accomplish early are establishing your message, preparing print materials, ordering promo items, inviting clients and prospects, and setting up a data collection system.
Trade Show Team
To set yourself up for success, carefully select your trade show team. These are the folks that will be representing your brand on the exhibit hall floor. It’s best to choose diverse staff members that can support one another throughout every step of the sales process. At a trade show, you’ll need to fill the following roles:
- Crowd Gatherer
- Greeter and Host
- Presenter or Technical Staff (for Product Demos)
- Lead Collector
- Sales Person (Closer)
And once you’ve identified your team, provide them with the following:
- Team Training
- A Booth Schedule
- Branded Event Attire
Tip: Remember to dress for success! Matching custom apparel creates a strong brand identity and a sense of unity.
Messaging
You have a very limited amount of time (a few seconds, usually) at a trade show to connect with attendees. What you say and the signage in your booth must quickly entice your target audience. When crafting your message, be sure to:
- Keep It Short and Simple
- Focus on the Customer
- Emphasize the Value and Benefits Provided
- Know Your Competition
- Be Genuine and Friendly
When you are happy with your pitch, teach it to your trade show team and have them practice, practice, practice! Everyone should be able to expertly describe your product or solution and list its benefits.
Brochures and Signage
Design and order all your marketing materials well ahead of time. Your brochures, business cards and signage—you can add trade show swag to that list, too—should all promote the same brand message, so use the same colour scheme, tagline and logo. Brymark Promotions can help you with all your booth space displays and supplies.
Here’s a list of printed materials you might want to bring to your next trade show:
- Business Cards
- Flyers (Marketing Collateral, Infographics, Case Studies, etc.)
- Postcards
- Signs or Posters
- Banners
- Tabletoppers
- Stickers
- Floor Decals
- Folders
- Digital Signage
- Tents (for outdoor events)
Tip: The earlier you order, the cheaper it’ll be. (And, trust us, it’s no fun to ship anything last minute to a trade show!)
Social Media
Utilize social media to spread the word about your trade show attendance. Create posts on platforms like LinkedIn, Twitter, Instagram and Facebook that will drive traffic to your booth. Consider sharing:
- Trade Show Dates and Location
- Your Booth #
- Presentations or Speaking Engagements
- Giveaways and Contests
- Product Launches
- Product Demo Videos
- Photos of Your Team, Booth and Tradeshow Swag
- Tips and Advice
- Expert Opinions about Panel Discussions
- Repurpose Original Content (ex: Blogs and White Papers)
- Repost Related Content
For more ideas, check out what your competition is doing online!
Tip: Some trade shows have their own app. If so, use it and promote your brand and booth if given the opportunity to. Also, add the official event #hashtag to your posts if there is one!
Data Collection
Utilize your newsletter mailing list to invite clients, prospects and partners to visit your trade show exhibit booth. In some cases, it may be the only time you’ll have the chance to meet with them in person!
Tip: Save a special stash of promotional products for these visitors.
- Business Card Drop (or Scanner)
- iPad (ex: Google Form or Lead Capture App)
- Event Badge Scanner
- Data Entry (ex: Spreadsheet)
- Paper Form (or Notebook)
Tip: Put a team member in charge of data collection. They can focus on quality control and adding any helpful notes. They can also get a jump on follow-up as well. Have this person immediately follow qualified prospects or potential partners on social media.
3. What Is Your Budget?
You’re right; trade shows are not cheap. But, when exhibitors play their cards right, they can keep costs in check and significantly increase ROI. When establishing your trade show budget, keep these expenses in mind:- Booth Space and Exhibitor Fees
- Equipment Rentals
- Set-up or Installation Costs*
- Printed Marketing Materials
- Promotional Items
- Shipping and Storage Costs
- Utilities
- Travel, Hotel, Food, Per Diem, etc.
- Overtime
- Break Down Costs*
*Note: Some costs, like contractor or union set-up and break-down fees, are built-in and non-negotiable.
Tips:
A high-traffic location is also a high-price location. Try and find a good location that won’t break the bank. And don’t be afraid to ask for an upgrade! Call the exhibitor rep a few weeks out and ask if there have been any cancellations. You might be able to move to a more desirable location for free!
Pay attention to deadlines. You can often take advantage of discounts if you’re an early bird!
Shipping is expensive, so personally bring what you can to a show or ship items well in advance.
Order only the electricity you absolutely need. An extra outlet might sound beneficial, but it’ll cost you. Consider using rechargeable devices.
4. How Will Your Booth Look?
You are competing for attention on the trade show floor, so making a great first impression is critical. When designing your trade show booth, choose an approachable and welcoming theme. Need help choosing items for your booth? Speak with an expert at Brymark Promotions. We’d be happy to help!
The size of your booth will impact how it looks, so use every inch of your booth space to your advantage. The back wall is a great space to showcase your tagline and messaging. Carry the same theme throughout all elements of the booth:
- Signage (ex: Banners and, Posters)
- Signage Booth Displays (ex: Curtains. Modular Walls, and Pop-Ups)(ex: Banners and, Posters)
- Tables or Countertops
- Seating Area
- Literature Stands
- Lighting (ex: LEDs and Spotlights)
- Flooring
- Interactive Materials (ex: Video Wall, Demos or Games)
Tip: Provide a convenience to draw and keep attendees at your booth. For example, set up a phone charging station.
5. What Promotional Products Will You Be Giving Away?
Trade show attendees love swag, and so should you! The right trade show promotional items can dramatically increase the number of booth visitors and, in turn, the number of leads you generate. And the right provider who can handle the logistics whether you are in Canada or United States.
Giveaways are a great opportunity to attract attention, promote your brand and stand out from your competitors. The options are endless, but these items are sure winners:- Custom Apparel
Pre-order custom clothing and apparel that features your logo or message. Unisex items like t-shirts and hats are always coveted at trade shows. Also, consider visually appealing tote bags or mini backpacks that will attract attention on the trade show floor.
- Custom Drinkware
Put your logo in the hands of trade show attendees with custom mugs and drinkware. Everyone loves branded water bottles, so make sure your company name is displayed on the side!
- Custom Writing Instruments
Pens and pencils are supremely cost-effective yet impactful trade show items. Pair these with other popular promotional items, like sticky pads or notebooks.
- Business Cards
While a small piece of paper still serves its purpose, a business card can come in many shapes and sizes. For a tradeshow, consider distributing items attendees won’t throw away, such as magnets, stress balls or bottle openers!
- Tech Products
Make a lasting impression at your next trade show with branded USB flash drives, headphones, mousepads, charging devices, and more!
- Gift Boxes
Mix and match items to create corporate gift boxes for your loyal customers, partners and investors.
6. Who Will Be Attending the Booth?
Know your audience. At trade shows, not all that attend will have the same goals or intentions. So take time to clearly define your target audience and decide ahead of time how your team to interact with everyone from window shoppers to partners or VIPs and even competitors that drop by your booth!7. What’s in Your Trade Show Emergency Kit?
Don’t be left unprepared. Pack a survival kit that includes these items:- Pens and Pencils
- Highlighters
- Sharpies
- Post-its and notepads
- Tape (Scotch, Masking, Gaffer and Duct Tape)
- Scissors
- Box Cutter
- Glue
- Rubber bands
- Stapler
- Binder Clips and Paper Clips
- Safety Pins
- Zip-ties
- Tools (Swiss Army Knife, Screwdriver, Pliers, Level, Hammer, Nails)
- Power Strips and Extension cords
- Phone and Tablet Chargers
- First-Aid (Band-Aids, Painkillers, Cold Medicine, Masks. Tissues)
- Hand Sanitizer
- Lint Remover
- Cleaning Supplies (Multi-Purpose Cleaner, Paper Towels, Wipes, Microfibre Cloths)
- Broom and Dustpan or Small Vacuum
- Sewing Kit
- Flashlight
- Extra Lightbulbs
- Business cards
- A USB Drive with Copies of All Marketing Materials
- Vendor Contact List
- Snacks and Mints
During the Trade Show:
1. How Are You Representing Your Brand?
If you’ve used consistent messaging and brand colours during the trade show planning stages, now is your time to shine! You’ll surely see the fruits of your labour in action on the floor! Effective branding, from booth design to graphics, giveaways, and staff apparel, will entice passersby and give them an idea of your company’s personality. Remember, consistency is key!2. How Are You Engaging in Conversation?
Try to avoid boring sales pitches and engage in genuine conversations instead. Some team members will feel more comfortable than others with initial chit-chat, but generally, booth staff should:- Smile
- Be Alert and Welcoming
- Stand vs. Sit
- Ask Questions
- Perform Demos or Offer Samples
Tip: Remind your team to stay off their devices!
3. How Are You Promoting the Booth During the Trade Show?
In addition to all the pre-show promotion you’ve done, you’ll need to use a multi-channel approach at the show to ensure a steady stream of visitors. There are lots of ways to encourage people to visit your booth. Try some of these ideas:- Promote Your Presence on All Social Media Channels
- Participate in an On-Site Speaking Engagement
- Advertise (Online or in Trade Show Manual)
- Pass Out At-Booth Redeemable Coupons
- Offer Highly Coveted Trade Show Promotional Items
- Host a Contest
- Hire an Engaging Emcee to Share Your Marketing Message
- Have an Influencer or Blogger Promote Your Attendance
After the Trade Show:
1. What Type of Leads Did You Get?
When the show wraps up, you’ll undoubtedly be tired, but follow-up with potential customers is essential (and should ideally happen within one week or less). Here are some of your post-trade show lead tasks:- Review Data Collected
- Categorize Leads
- Hand Over Hot Leads to Sales People
- Place Warm Leads to Your Marketing Funnel
- Add Cold Leads to Your Email List
- Follow New Contacts on Social Media
2. What Did You Learn from the Trade Show?
After the show, hold a debriefing meeting to determine what went well and what could be improved. Brainstorm with the team, asking questions like these:- Was the trade show well attended?
- Was the budget sufficient?
- Did you meet your objectives?
- Did you experience any pain points?
- Was there anything that went extremely well?
- How did the staff perform?
- Were the product demos successful?
3. How Will You Celebrate Your Team?
Don’t let a job well done go unrecognized! Celebrate! Consider some of these ways to reward the folks that worked hard at the trade show:
- Take your team out to dinner
- Send a company-wide post-show email
- Acknowledge booth staff in the employee newsletter
- Present staff with corporate gift baskets
- Distribute corporate-branded apparel
- Give trade show employees well-deserved time off
