Trade shows are a world of their own, and if you’ve never attended one, it’s easy to have lots of misconceptions about what exactly takes place. Since attending a trade show is a significant investment, it’s important to understand the ins and outs of exhibiting. Here we break down four myths around trade shows:
- Anyone at your organization can staff the booth. Choosing the right trade show staff is the key to drawing visitors into your booth. As people walk by, knowing how to approach them and strike up a conversation is crucial. Also, being prepared to field a variety of questions on the spot, about your organization, product, and services is essential. In addition to picking people who are up for the challenge, it cannot be over emphasized how important it is to practice before the event. This can be in the form of rehearsing a pitch and role playing. Making sure your staff looks polished and professional also goes a long way in presenting your organization in a positive light.
- All trade shows are the same. The most beneficial trade show to attend differs for organizations, as each show is designed to attract a specific target audience. Choosing the right show requires a lot of research and careful consideration of your goals as an exhibitor. It is also important to think about the logistics of attending each show, especially the show location. Also consider what shows your competitors will be attending, and the importance of having a presence at those shows.
- Trade shows are a waste of time and money. First, there are many affordable options in trade show displays, as they come in a variety of sizes, configurations, and materials. Today more than ever it is possible to build an eye-catching, inexpensive and lightweight booth that is easy to set up and take down. Many displays are also available as rentals to cut down on costs of purchasing hardware and storing the booth in between shows. Second, trade shows are a great venue for getting your name out there in your industry, meeting prospects and vendors, and closing deals. With the right tracking system, you can measure your ROI and prove just how profitable the face-to-face exposure and interactions trade shows offer can be.
- Trade show marketing is the same as regular marketing. Although trade shows are a great addition to your ongoing marketing program, creating an effective trade show marketing strategy requires unique knowledge and skills. Trade shows are quick and intense opportunities to be surrounded in-person with colleagues, prospects, customers, and competitors. Exhibiting requires extensive planning, budgeting, training, and tracking. It also requires knowing how to organize logistics once you design and build an attention-grabbing booth that compliments your brand. There are also numerous social media strategies that can be employed specifically for trade shows. Make sure to do your homework and consult a veteran trade show exhibitor or trade show display company for assistance.
For more information on trade show strategy and planning, contact our experts at 855-552-3537.
Headquartered in Baltimore, Maryland, Adler Display brings over 78 years of experience to its clients in need of recognition displays, lobby and corporate interiors, custom exhibits, historical timelines, trade show displays, and signage and graphics. For more information about Adler Display, please visit our website at www.adlerdisplay.com or call us at: 855-552-3537.