Trade shows are fantastic marketing tools. By displaying your brand, you can raise awareness of the company, generate leads, and make more sales. Even if it doesn’t happen at the show itself, you will plant the seed in customers’ heads for later.
Creating a successful plan is an integral part of benefitting from what trade shows have to offer. Unfortunately, the biggest mistake is to assume that money or aesthetics are the main resources. They are not, but time is. The sooner you realise this, the greater your chances of grabbing people’s attention and making conversions.
Here are the reasons why.
There Is Only A Set Amount Of Time
Three-quarters of experts say that trade shows are evergreen and will continue to be relevant. Still, you only get one chance to make an impression, and if you don’t, you end up wasting valuable resources. Therefore, easy to install exhibition banners and stands are vital components if you plan on making use of every second. Spending time setting up gives you fewer opportunities, which is bound to lead to a loss.
An excellent trick is to train beforehand to ensure that your employees understand the art of maximising their efforts.
People Get Bored Easily
Boredom is a factor that you may fail to consider. After all, the attendees are at the show voluntarily. Most guests enjoy the experience. Still, that doesn’t mean their attention spans will stay the same throughout the day. The average person has a low concentration level – somewhere between thirty to forty minutes – before they start to lose interest. Therefore, it’s vital that you arrive early and conduct your pitches while minds are fresh and the crowd is enthusiastic. The longer you leave it, the harder it will be to make your product or service exciting.
And Your Rivals Are Competitive
Another consideration you should never underestimate is the competitive nature of your rivals. Every business at a trade show is trying to outdo one another, regardless of the industry or product. Considering that you need to make an early impact, the saturated market place will make life challenging. There are several ways to get around this, from crafting a stunning display to handing out freebies. However, these tactics cost money that you may not have in your budget.
If this is the case, turning up early and taking advantage of the thin crowds (competitor-wise) is a powerful leveller.
Networking
Anyone who thinks that a trade show is solely about selling is mistaken. A successful trade show plan should involve time for networking and making contacts. Not only are the crowds full of potential customers, but there are clients and partners, too. Therefore, you must strike a perfect balance between selling your brand to the crowd and forging relationships with other businesses. Remember that if you get nothing else from a trade show, you’ll share experiences and ideas with like-minded entrepreneurs that may enhance your approach.
Money and effort are always important resources. But, regarding a trade show, maximising your time is what will give you an edge.
- This post has been written by an outside source – See Disclosure Policy
