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The Right Way to Attend a Trade Show

Joseph Coupal - Monday, April 30, 2012

Trade shows are your company’s chance to debut a new product, find better vendors and suppliers, reach out to potential clients and find new talent to bring in to your company. But if you want to grab people’s attention at a trade show, then you will need to make and follow a plan and use some good trade show techniques. The company that is prepared to maximize the opportunities at a trade show is the company that will walk away feeling like the investment in the event was worth it.

Marketing Materials

One of the biggest mistakes companies make when they prepare for a trade show is a mediocre trade show display and deciding to use the existing marketing materials they have on hand. In order to make a big impact at a trade show, you need to give people something that will make your products stand out. You need to have new marketing materials and pop up trade show displays made up for the products and services you will be featuring at the show.

Make and Follow a Plan

Your company is investing a lot of money into being on a trade show floor. Do not go into the show without having a plan. Your trade show booth may look impressive, but if you do not have a message for attendees that they can understand, then you will not draw traffic.

If you want to release new products at this trade show, then develop your approach around those products. If you are going to use this trade show to try and attract new distributors for your products, then you will need a presentation more geared towards the benefits of doing business with your company as opposed to just product benefits.

Have the Right Team

If you are focusing on product sales at the show, then you will need sales people and you will need product engineers to answer detailed questions. If your presence at the show is designed to attract vendors or distributors, then you will want members of the logistics team, marketing department and executive team on hand to make a good impression.

The Giveaway


Too many companies underestimate the power of the free giveaway at trade shows. Giving away toys or notepads with your company logo on them is nice, but if you give people something they can use word will travel fast among the crowds.

When you have a good plan for a trade show, then you can maximize your investment in show resources. Take the time to plan your presence in advance so that you can attract more visitors and collect more useful information.

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