For most industries, summer signals the start of a busy trade show season. Is your brand ready to put its best foot forward?
While the global trade show industry is still bouncing back from the pandemic, exhibiting remains an effective way for businesses to meet face-to-face with potential customers.
The challenge is to create a trade show experience that’s not only eye-catching and engaging but memorable, even long after the expo hall clears out.
At Ohlmann Group, we love working with clients to bring their trade show visions to life through thoughtfully-designed booth displays and strategic trade show marketing plans.
Today, we’re sharing a few tips to help you get the most out of your next expo or show:
Be Brand First
A trade show can be a great opportunity to debut a new product or service. However, it’s important to tie everything together with cohesive branding. From the backdrop displays to the tablecloths, and even the apparel worn by your team, your brand should be prominent and instantly recognizable.
We’ve worked with global-reaching clients such as Hartzell Propeller to create custom-branded trade show environments that stand out from the crowd and leave a lasting impression.
Spread the Word Well in Advance
Trade shows are a significant investment, so you’ll want to maximize exposure and ensure attendees know about your can’t-miss exhibit.
Leading up to the event, create a trade show communications strategy that generates interest and excitement. You could promote your company’s presence through press releases, blog posts, emails, and social media.
Digital marketing is another effective strategy to help support your trade show efforts. One tactic is to use location-based advertising (also known as geofencing) targeting the venue of the show and nearby hotels to reach consumers precisely when — and where — they are ready to make a purchasing decision.
Make Real Connections — and Follow Up!
Trade shows are all about cultivating relationships with customers, and that requires the human touch.
Make sure your trade show strategy includes a plan for gathering leads. It can be as simple as collecting business cards; however, we’ve seen success with clients using QR codes that link to a contact form page.
The key is to follow up with prospects soon after the show with helpful information to nurture the relationship. This could take the form of a personalized email, an informative newsletter or white paper about your product, or a special discount offer.
Need Marketing Help for an Upcoming Trade Show?
Ohlmann Group is here to help you maximize your next trade show opportunity with a comprehensive marketing plan.
From designing beautifully-branded environmental displays to creating custom communications and digital marketing strategies, we’re the single-source partner you can rely on before, during, and after trade show season.
Contact us today — we’d love to learn more about your marketing goals!
