You’ve decided that investing in face-to-face marketing will achieve your brand awareness and lead generation goals, now it’s time to get down to the business of creating a plan. It’s important to not only select the right trade shows to attend, but how much to invest, your messaging, campaigns to drive traffic to the booth, a compelling design that will attract the right prospects and leads to your space, and the experience they will have in your space. These are important decisions that can make or break the success of your program, but as important as these steps are, one of your first decisions can be the most important.
Much like real estate, location is everything at a trade show. Selecting the right location for your booth is crucial component to a trade show that yields the results you want. More so, it’s true that not all exhibit spaces are created equal. This is all the more reason to not only choose the right size but also to select the best space in the exhibit hall for your needs.
So, where should your booth be located in the exhibit hall? Here is a breakdown of considerations in order to find the best solution that aligns with your goals.
What are you trying to accomplish by attending this show? Is it all about scheduling pre-set meetings with current and potential clients during the show or do you simply want to generate buzz on the floor and drive traffic? Your goals for the show are a driving force behind your booth selection. A goal of scheduling meetings means that you’ll need designated meeting area in your booth and a quieter environment to have a meaningful conversation. On the contrary, if you need to generate buzz you want to be front and center or in a high traffic area that will draw visitors into your space.
The more you understand your clients and how they reach a decision, the more effective your messaging becomes. Think through their pain points; research their current situation, and how your unique solution can solve their problems. Motivation comes in many forms, but compelling clients (potential and current) to engage with you on the show floor is a great start to a meaningful conversation. Choosing a location that makes you easily accessible at a trade show can increase the likelihood of engagement with visitors.
How important is line of sight? Understanding traffic patterns can be difficult by simply looking at a floorplan, but think about whether your space is visible from main aisle ways and escalators when making a space selection. Never underestimate the power of simply making eye contact and driving traffic to your booth; your staff can take it from there. But it all begins with drawing them in.
You’ve decided that investing in face-to-face marketing will achieve your brand
Recently, over 100 individuals from our industry gathered to speak to our representatives on Capitol Hill during Exhibitions Day. The annual fly-in is led by the International Association of Exhibits and Events (IAEE), and 2017 was the fourth installment, with attendance growing each year. While there are no exhibits, it is the epitome of the time-limited face-to-face marketing influence that is central to our industry.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.
You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment? There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.