Have you been considering presenting your company at a trade show but have not taken steps to make it happen? Does trade show planning look like a complex undertaking that seems overwhelming? Relax! The Caliber Signs & Imaging team routinely works with business owners and managers on building their brands with trade show displays.
Excellent Planning Provides a Good Return on Investment
Reserving a space and featuring your business at a trade show is an investment. However, it is well worth it if you take the time to plan your approach.
- Define the purpose. It is a common misconception that a trade show is a “come as you are” event. It is not. Instead, choose a distinct purpose for your appearance. Are you launching a new product or service? Maybe you want to boost brand knowledge and awareness among consumers.
- Plan your resources. There are fully customized booths, banners, table throws, and decals. Step and repeat banners create the backdrops for photos, while iPad stands work well to integrate technology. Our team can help you pick and choose the elements that will make your company stand out.
- Integrate the trade show appearance with ongoing initiatives. Trade show planning does not stop when the event is over. Instead, there are ways to integrate the tools you used at the trade show into everyday business activities. For example, many clients have successfully re-used trade show displays in company lobbies and meeting rooms.
First Things First: 5 Tips for First-Time Trade Show Attendees
You are determined to attend a trade show and feature your company. Great! Here is how to get started.
- Select the right event. There is a good chance that you will have multiple opportunities to join a trade show in L.A. or Orange County. Focus on the show that is an excellent match for your marketing needs and branding plans.
- Create a three-pronged approach. You have unique opportunities to work on branding before, during, and after the trade show. Each phase requires specific strategies that include signage and social media leveraging.
- Make a follow-up plan. Visitors to your booth will leave their contact information. Have a plan (and personnel) to follow up with each individual.
- Inventory effective elements. Some strategies will work better than others. Focus on your current most compelling features and build on their success.
- Calculate the ROI. Once the dust settles and the sale cycle closes, it is time to evaluate your return on investment. Doing so gives you a good idea of what budget you might allocate for the next event.
Critical Trade Show Planning Steps before the Event
Do your customers know that you are going to attend a trade show? Give them a reason to visit you there. Most importantly, make your trade show booth so interesting that attendees just walking around are also drawn to what you offer. The trick here is to get a buzz started that begins well in advance of the actual show.
The tools for generating this buzz involve social media and inbound marketing. You whet consumers’ appetites to learn more about your brand and interact with it. Stay tuned for Part 2 of this series, where we discuss a broad range of budget-friendly promotional ideas.
For more ideas on trade show products, visit our event displays or product gallery.