Trade Show Marketing: Strategy and Meaning

In the current world of slogans about creativity, a lot of companies often use exhibitions to generate new ideas, attract customers or support their own awareness of the trends in the relevant field of activity. But without a well-thought-out marketing strategy, it is difficult to achieve guaranteed success.

What Is Trade Show Marketing?

Under trade show marketing, as a rule, understand a tool for presenting company’s items or services through direct participation or organizing a thematic exhibition. The latter may not be one-time events, but a series of network interactions aimed at improving the firm’s image. The more often you spend them, the faster you are remembered by potential clients.

Of course, trade shows often are closed to the general public and are intended solely for businessmen and the press. Such outputs are usually produced by a marketing association trade show. Thus the area for their carrying out is reserved in advance. I.e. if the next year on the territory of the certain object some show is planned, the organizer will tell you the dates.

Exhibitions are a very economical method of increasing profits. According to research, sales, which start with establishing contact on the show, traditionally end with a purchase. One of the reasons for that sort of success is correct advertising, which favors the popularity of the event. Thus, the trade show marketing plan has the following objectives:

  • Demonstration of goods and support for key messages of your brand;
  • Improvement the company’s fame;
  • Establishing relationships with consumers;
  • Receiving product reviews;
  • Increasing sales;
  • Attracting public attention.

Best Practices of Trade Show Marketing Strategy

Trade shows with traditional paper posters are a thing of the past. Innovation technologies require the use of multimedia communication methods or a variety of gadgets, so as not to miss the client. Specialists suggest the next steps for obtaining maximum effects from the exhibitions.

Choose your goals and tactics. It is from them the further actions and decisions of your team depend. For the correct planning of trade show strategy, answer the questions:

  • Why do you need a trade show? For example, to position the brand, expand a client base, study competitors or test goods.
  • How are you going to achieve this goal? You could collect contact information about potential customers, and then get in touch with them through mailing. Just try to link the buyers at the end of the working day and thank them for visiting the company. This will create a favorable impression of the staff.
  • What are your specific actions? For instance, you may visit an exhibition dedicated to certain industry as an observer. Or you could offer special prices in order to awaken interest in consumers and provide them with own business cards. So, we’re talking about the materials that you plan to distribute at a trade show. These may be brochures, business cards, mugs with a logo or even product testers.

Prepare the exhibition banner in advance. It should visually attract visitors. Not bad, if a famous actor prefers to use the goods of your company. It is unlikely that someone will pass by such advertising. Another bright maneuver is a lottery. With the help of excitement, you not only successfully represent the firm, but also expand the clientele.

It is the fragmentation of the strategic goal into several small tasks that guarantee the success of the tactics you have applied. It is not superfluous to plan some useful meetings in advance. Thus, your time will be spent wisely. Also, do not forget to determine the criteria for the effectiveness of an advertising campaign. Analyze successes and mistakes, evaluate the investments made, document the data obtained and use them to develop new strategies.

Find a suitable trade show. Before applying for participation, analyze its usefulness. You have to make sure that representatives of your target group are present at this event. Ask the exhibition organizers about the demographic indicators of the participants, as well as the industry component. You may also refer to newsletters or magazines.

Suggest the right people for your stand. They should not only possess the skills of sellers but also understand human psychology. The presence of such knowledge will allow them to present the company's products in the best possible light and answer all clients’ questions in the most accessible form. The functions of such employees could even be divided into two categories: service and sales. But in any case, the firm's staff is obliged to show tact and tolerance towards people.

Some businessmen even write a script for their sellers, step by step training their art of representation. The team should distinguish between the target customers, on whom it is worth spending time, and hopeless ones, communication with which will not give any result. Finish presenting the goods with inviting buyers to visit your store. People highly appreciate the hospitality.

Thus, successful trade show marketing strategies are a great way to not only declare about you but also to start long-term cooperation with customers. Such events do not oblige to buy, which stimulates consumers to approach stands and take an interest in items. They do not hesitate to try, ask and share their impressions. Through exhibitions, you are able to both increase sales and get instant feedback about a company.