Planning Steps for a Successful Trade Show Event
Just throw the trade show booth into the back of the truck and head over to the event location. The booth’s been in storage a while, and there’s been no other prep, but everything should be okay, right?
There was a time when small local fairs had a few booths set up by local merchants. Rates were low, and so were returns, but everyone had a good time. And maybe your small town still does that. But most trade shows now are industry-specific, and many are trade-only events where visitors must be in the sector even to attend.
With a greater investment of time and money, following these planning steps for a successful trade show event will get you better results. Generate more, better-qualified leads. Launch a new product. Make high-level industry connections. And nurture your current network. Trade shows are the face of your brand, so your trade show booth must align with the rest of your marketing team’s efforts.
For a successful event, you need:
- Venue planning and logistics
- Custom booth design
- Ambassador scripts
1. Venue Planning and Logistics
No more throwing a tablecloth and a few product samples into the back of the truck and setting them up as a display. Attendees simply expect far more!
But you do need to get there first. Talk to Local Exhibits, an expert trade show booth builder, about building your custom exhibit to capture the attention of your target audience. We’ll help you determine which elements work together to get you the best possible results from the show.
Plus, when you use Local Exhibits as your trade show booth builder, we can handle all the logistics. We arrange transportation, set up and take down. Don’t get stuck with extra venue fees! Let us take care of everything.
2. Custom Booth Design
It all starts with a custom booth design. The design aligns with your current branding to create a cohesive user experience. If you saw a Coca-Cola booth in Pepsi colors, you’d know something was wrong. It’s the same with your clients. They need to see what they expect to see when they arrive at your booth.
In addition, specific custom booth designs work best for various purposes. If you want to sit and meet with attendees, you’ll need a conversation pit. If you’re going to do product demos to groups of visitors, you’ll need an area where they can gather and see you. Local exhibits can set up kiosks, LED screens, game boards, or whatever works best for your brand and your audience.
3. Ambassador Scripts
Whether you hire a team specifically for the show or use your employees, everyone needs a script. Not like a script for actors where they say everything word-for-word. A script, in this sense, gives your team the goal for each conversation.
For example, your goal could be to collect contact information from everyone. If so, that’s different than if you want to connect with specific decision-makers and provide them with some information. Give your team some specific verbiage to use (like how to handle objections) on the floor. But know that every conversation is likely to go “off script” if you make them say the exact words.
Preparing for a trade show in any industry is a lot of work. Contact Local Exhibits for more information about how you can make a big impression at your next event!