Trade shows offer a unique face-to-face marketing presence for companies that other channels simply cannot provide. They are places where you can showcase your newest products and connect with both buyers and key media personnel to set the tone for the year’s marketing efforts.

Trade show exhibitions typically host thousands of attendees at a time, which means every exhibitor is fighting for attention left and right. It’s critical for your company representatives to be proactive in these settings and use every opportunity to showcase your products. It is also imperative that the trade show booth and displays accommodate participants during the show.

Here are three tips to help you maximize your trade show displays:

1. Manipulate the space – Exhibitors typically have limited space options for each show that correlates with their budget. Most booths start at just 10 feet by 10 feet, which is not a lot of space. The biggest difference maker is how freely the space flows. Make sure your booth has zero clutter and allows people to move through it. Map out where people would enter and exit your booth and design the space accordingly.
2. Make it interactive – Providing an experience is more memorable than giving away merchandise that has your company logo. Consider installing tablets that display literature about your company and product background. The longer people stay at your booth, the more chances your representatives will have to provide more information about your company and offerings.
3. Make it welcoming – Trade shows typically run for several days at a time. Attendees are on their feet the whole day, wandering through thousands of square footage while carrying bags filled with product giveaways. Consider having chairs or offering massages at your booth. Instead of giving away branded pens or coffee mugs, give away refreshments instead. This goes back again to the brand experience people associate your company with. The more memorable you are, the higher the likelihood that the attendees will visit your store or website.

It’s important to remember that these tactics only involve the day of the exhibition. There are still the pre-planning and post follow-up stages that make up the entirety of trade show attendance and exhibition. Having a complete plan of attack for all three phases will cover all the angles you need to ensure a successful show.

At ARTÉMIA Communications, we plan and execute major trade show events that leave our clients shining. We can design your trade show booth, provide staffing and set up meetings with key attendees for each show.

In the meantime, you can download our Ten Tips to a Successful Trade Show to give yourself a head start with your 2014 shows. Let us know how we can help you map out your trade show success.

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