Determining Goals of attending a trade show

Exhibitions are a great marketing tool and attending a trade show as an exhibitor is a great way to get in front of an engaged, targeted audience but only if you know why you are going and what is your purpose for being there.

Is it to generate leads? Is it to makes sales or to demonstrate a new product? Is it to achieve greater brand awareness? Understanding exactly what outcomes you want from attending a trade show will help with choosing the size and location of the stand you need to build, the ‘feel’ environment you are trying to achieve within that stand and the marketing strategies you employ for engaging your customers.

For example, if your goal was to make direct product sales, you would place emphasis on ensuring you select the right position for your booth from the floor plan. You would also want to make your booth visually appealing so that customers will notice you. It is a known fact that you only have between 3 and 7 seconds to make an impression on somebody… Utilising a bright, solid block colour is a great way to stand out from the rest of the crowd and make a great first impression. But if your goal of attending the show is to generate sales leads you need to focus on creating a stand that encourages people to stop. A stand that has a certain ‘feel’ about it and therefore draws people in. Incorporating furniture into your stand design helps to create a stand that is inviting and makes people want to come in and sit down.

With respect to determining your goals for attending a trade show, the key is planning and careful consideration; and just as the old saying goes, ‘If you fail to plan, you plan to fail.’ Frankly, there is little point spending the money on a trade show booth if you don’t get a return on investment. Understanding what you want to get out of the show and how that translates in terms of sales tactics will not only help you see that return on investment but will also put you a step ahead of your competitors.

If you still have questions or need suggestions for your next display, contact your account manager for help and advice. Your success is important to us and we are more than happy to partner with you to help you achieve your trade show goals.