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With the need to stand out from their competition and to increase their ROI, exhibitors are investing more in their trade show displays compared to the last few years.

There was a direct and obvious increase in larger and more expensive display sales in 2012, especially in modular trade show exhibits. At the height of the recession, exhibitors seemed to scale back on their attendance and type of displays used to exhibit. The scaled back approach seems to be dwindling as exhibitors are buying larger displays and more often.

Larger trade show booths have sharply increased over the last 12 months. The buying decision seems to be an easier process too. Both seem to be a good indication that marketing budgets are increasing. Marketing managers might also see the need to compete more for the attention of attendees and prospects walking the aisle at the trade shows.

Companies have confidence again in getting out there and showing off a little. Exhibitors should be pro-active and less re-active.

Whether it’s a small table top display or a full 20 foot booth, contact the Exhibit Source for the options for any budget or need.

Virtual Strategy Magazine

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Many businesses are considering exhibiting at trade shows. If you want to taqke home the signed contract, now is the time to start planning how you’ll innovate –and integrate –the trade show experience.

You should be working on ways to:

Make an impression. Your trade show booth needs to be creative, clean, and energetic and it needs to connect with and promote your brand and your message. Make your trade show display let people know who you are, what you do, and what you value. Your trade show booth should be innovative and unique so your customers (and potential customers) will remember you long after they walk away.

Customize your message. Your customers are different from your prospects, so design different conversations for each. Marketers have been creating buyer personas for years, but thanks to big data analytics, it’s now possible to create profiles with greater specificity than ever before. Use these insights to individualize your messages and bolster your appeal. Be sure that message is clear in you trade show booth and in your marketing materials.

Listen. When you’re at a trade show, don’t just sell. Don’t just push. One of the most important things you can do at any event is listen.
 
Connect before, during and after. The B2B buyer’s journey has changed.  It’s no longer linear; it’s circular . . . and digital technology allows you to maintain contact as buyers move around this new path. Use social media networks, email and apps to help you discreetly fit in, providing information that’s relevant before, during and after the trade show and before, during and after the sale, as well.

Measure value. The C-suite demands marketing accountability, and that means you’ll need to carefully assess your program’s strengths and weaknesses. Consider all exhibiting expenses as you calculate cost-per-contact, cost-per-lead and ultimately, overall ROI. With the longer B2B selling cycle, it may take months, if not years, for you to reach that final number, but even so, you’re still responsible for thorough records, data and analysis.

B2B marketers must adopt a customer-centric approach that’s compelling, customized and consistent at a trade show and everywhere. Success at trade shows today depends on a well-oiled strategy, and you’ll need systems in place for data collection, automated analysis and targeted distribution.

For more information on creating captivating trade show displays, contact the Exhibit Source.

Forbes

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With the New Year comes a new season of trade shows to prepare for. If you’re exhibiting at industry expos pre-marketing needs to be a big part of your branding strategy – and the time to start planning is now.

Trade shows provide unique sales opportunities that help in generating new leads, assessing the competition, and improving brand awareness. Trade shows require advanced planning pre-marketing strategies to maximize ROI and ensure ultimate success.

Here are five great pre-marketing strategies that will help ensure that your trade show investments of time and money pays off by translating into better leads, brand awareness, and more closed deals.

Get the word out with email
Prepare an eye-catching email inviting your contacts to attend your next event or meet you at your trade show booth. One or two emails in the month prior will do the trick. Include information on any special promotions or prize giveaways you’ll be offering at the event.

Schedule one-on-one meetings in advance
“76% of trade show attendees rate face-to-face meetings as extremely important in choosing new products and making lasting connections.” So, contact as many attendees as you can before a trade show and schedule them to a one-on-one meeting with you during the show. Offer them an incentive to encourage prospects to agree to a meeting in advance.

Utilize your sales team in advance
Your sales team talks to customers and prospects on a daily basis. Use them to generate a buzz about upcoming trade shows beforehand. They should mention something about your next trade show on every call. This is possibly one of the best ways to get your customers and prospects excited about meeting you and putting a face to a name.

Tweet
Twitter is used by your clients and prospects as a primary way to stay connected. For trade show marketing, be sure to send out tweets leading up to a trade show to announce show specials, and tweet out updates on where your booth will be located. Also offer incentives or prizes for people who stop by. Use event hash tags if available.
 
Get Creative
Trade shows should be anything but ordinary. Use your creative license to drive prospects to your trade show exhibit by generating excitement early on. For trade shows, try organizing a special promotion that gets show attendees involved. The more captivating a booth, the more buzz there will be about it and the more folks will stop in.

For assistance creating a captivating  and show stopping trade show booth, contact the Exhibit Source.

Image Source Magazine

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If you are attending a trade show, you need to work your trade show booth effectively. Make sure you match your message to the audience, the particular attendees going to the show. Also know how you’re going to promote that message to get people to your trade show booth. Be sure you have a very specific plan to follow up with anyone you talk to and capitalize on that.

A pre-show marketing strategy is very important. Promote that you’re business is going to be there, for example, include that information on your website, promote your participation on social media sites, send out mailings to invite people to stop by, and send emails and newsletters and include that information. The more people who see your name, logo and message, the greater the chance that as they tour the exhibition hall, they’re going to seek out your trade show booth.

Also, create a concise message that matches the audience and then have properly trained booth staff to get everyone on the same page, looking toward the same goal and delivering the same message.

For assistance in creating a trade show display for which trade show attendees will stop, contact the Exhibit Source.

Smart Business

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