Trade shows and industry conferences provide valuable opportunities for brands to promote their products face-to-face with key buyers and decision makers. However, with countless exhibitors vying for attention, it’s crucial for companies to implement strategic event marketing tactics if they want to stand out from the crowd. This article explores some best practices proven to maximize brand awareness and lead generation at live events.
Table of Contents
Designing an Impactful Booth Space
Your booth is essentially a mini-store, so think like a retailer when designing the layout and flow. Optimize the space to guide traffic smoothly through branded messaging. Include interactive demos, giveaways and multimedia to engage visitors. Dress the area with eye-catching graphics and lighting to draw people in. Consider a multi-level or unusual structure for increased visibility among rows of flat booths.
Leveraging Freestanding Displays
Freestanding displays like pop-up banners and retractable signs allow brands to promote themselves beyond the booth perimeter for greater reach. Place pull-up banners in high traffic areas as a roaming billboard. Tabletop displays on registration tables introduce the brand to attendees earlier. Don’t forget about potential advertising opportunities within the convention center itself.
Be sure to contact event planners to inquire about alternative advertising slots, such as window clings displayed prominently in high-traffic areas or a 3 Slot Display positioned near escalators where many attendees will see it.
Distributing Branded Swag
Thoughtfully designed promotional products create positive impressions that last beyond the event. Distribute branded pens, notepads, USB drives and other useful items to leave a lasting reminder of your company. For higher recall, make swag interactive or experience-based. Offer branded photo booths, games or product samples that foster engagement beyond a static handout.
Capturing Quality Leads
The primary goal is collecting leads that convert, so make it easy and incentivized for visitors. Offer a drawing for a prize to those who sign up. Have engaging staff ready to qualify walk-ups and probe for pain points. Follow up promptly post-show with personalized outreach catered to leads’ roles and needs. Nurture that new relationship for future sales opportunities.
Hosting Supplementary Events
Plan supplementary activities, from breakfast briefings to evening receptions, to extend your presence beyond core show hours. Sponsor a workshop, demo or forum to position the brand as a thought leader. Use these events to deepen connections started at your booth through interactive discussions and networking.
With strategic event marketing, brands can maximize their trade show ROI and return home with qualified sales opportunities instead of just a bin full of untracked business cards. Interactivity, lead generation and relationship building are key.
Ryan Myers is a business blog author and writer. He graduated from the University of California, Berkeley in 2009 with a degree in Political Science. His favorite topics to write about are blogging for small businesses and becoming an entrepreneur.
