Five Basic Rules for Trade Show Success

Trade shows can be expensive, and should be viewed as an investment. They offer a fantastic opportunity to reach out to new buyers, and by focussing on these five key factors, you will be able to maximize trade show success.

1. Use The Right People
First and foremost, you need the right people on your stand. Visitors won’t care how beautiful or exciting your visuals or products are if the people aren’t right. This is a huge topic, and one I will explore later in a separate post.

2. Prepare and Plan
Make sure everyone involved is clear on your objectives. Organise all
the practical arrangements so there are no last minute hitches, and
have a complete plan from set-up to follow-up.

3. Prioritize quality over quantity
Don’t focus on volume of visitors. Right at the start when you are
in the planning stages you need to define your ideal visitor and
then specifically target them. Set up appointments with them if
possible.

4. Let them play
As much as your offering allows, let visitors to your stand
engage with your product or service. This might mean they can play
with products or prototypes, or interact with an iPad. Prospective
customers need to get a feel for your business, giving them something
memorable will help differentiate you.

5. Be relevant
This applies to everything. Your visuals, your conversations, your
promotional activity. Stay focussed on what is important to your
customers and do not stray from this.

Don't miss our other articles on tradeshows if you are planning on exhibiting in the near future!