What do Attendees Want from Trade Exhibitions?

 

Trade Show Meaning World Fair And Purchase

Events can be used to draw in new clients, establish your brand, and learn more about other companies within the same industry. However, before you begin generating the leads you are after, you must consider the needs and wants of your attendees.

The Allegra Marketing Print Mail team has put together this list of ideas that can help you appeal to event attendees and keep them engaged during a trade exhibition.

Establish Your Company’s Brand Identity by Sending Personalized Invitations

If you want sales leads, you may need to appeal to each potential attendee individually. Instead of mass-mailing numerous identical and impersonal paper invitations, try sending customized emails addressed to each attendee. This will give the attendee the impression you are legitimately interested in them. In your email, inform the reader of the goal of your event. For example, is your event an educational one? Do you intend to teach the attendees about a particular topic? Make sure you give your attendees have a reason to go.

Give Planned Breaks and Plan One-On-One Interactions

Your trade show attendees are there because they need your service or product. If they weren’t, they wouldn’t attend in the first place. This places you in a unique position of power with a somewhat captive audience. With this said, you don’t want to overload your attendees with information. The human attention span is relatively brief, so you will want to keep your engagement short and sweet. Make sure everything you and your team says has meaning and weight, and always put emotion behind your words.

To avoid information overload, consider giving your attendees brief breaks. During breaks, they can simply relax or ask your team questions. They can also browse stations and speak with each other. Breaks are excellent opportunities to introduce yourself to each attendee and make a lasting impression.

Stand Out and Give Attendees Something to Remember Your Company

If you are attending a trade event hosted by someone else, attendees must have a reason to visit your display. With so many companies at the event, you must find a way to make your company stand out. Use bright colors and aesthetically appealing signage, displays, and branded giveaways can entice people to visit you instead of other companies.

Remember to hand out brochures, business card, or something tangible attendees can hold on to. Brochures are helpful, especially for attendees with the shortest attention span. Your brochures can also give attendees a deeper look into your brand identity.

Use Technology to Your Advantage

An easy way to edge out the competition is to use technology to your advantage. Create a slide show or video explaining your company’s offerings near your booth. There is a myriad of racks and stands available to help you mount your television or screen, and the event host may even offer them for free. The visual appeal of a television or screen will always draw in interested clients.

Engage with Potential Clients Via Social Media

Social media has taken over the world, and in modern times, even the most obscure businesses engage with customers and clients via Facebook, Twitter, and Instagram. You must incorporate social media into your marketing strategy, or you will simply be left behind. Before attending or hosting an event, engage with your followers on social media. Invite them to attend your booth or event, and you can even use your page to answer any questions they may have about your company.

Discuss Your Marketing Strategy with Allegra Today!

Attending or hosting a trade show doesn’t have to be intimidating or boring. You can create emotionally compelling exhibitions that draw customers in by appealing to their needs. The key is to never underestimate the power of branding and client experience. Contact your local Allegra Marketing Print Mail location to discuss our unique and proven market strategy services.

Getting the Most Out of Your Live Event or Trade Show Presentation

Trade shows and live events are a great way to kick-off or ramp-up your brand if you do it right. According to a Harvard Business Review survey, 93 percent of business leaders say they place a high priority on live events. When you present or promote your product or service through live marketing, you’re are generating sales leads and grooming future purchasers.

In consumer surveys, most respondents said they were more inclined to make a purchase following their attendance to an event. Bonus: At trade shows and live events, attendees like to take pictures and then share them through their social media accounts. This user generated content counts as free advertising, and it’s great for brand awareness. At your next event, be sure to set up effective and eye-catching displays to attract many attendees.

How can you ensure that your event creates a memorable experience that works best for you? The key is in the event or trade show planning. Here are some of the things you should keep in mind.

Get the Word Out and Give Your Attendees a Good Reason to Show Up

Define your target market and then learn all you can about it. What are the likes, needs and goals? Be sure your live presentation covers those areas that will effectively generate interest within your market. After you’ve come up with some good reasons for people to show up, spell out the benefits of attending in your pre-event outreach. Your attendees should know that they’ll come away with some information or insight that will make their lives better or more satisfying. If your purchasers are other businesses, let them know how you can help them increase their sales, lower their overhead or beat out the competition.

Be Mindful of Other Events That Could Conflict With Yours

Bad timing can take the wind out of your sails, if your event is scheduled to take place when there is a competitor’s event or another big attraction also taking place. Check out what other business events or entertainment attractions are going to be running at the same time as your event.

Take Heed of the Iron Triangle: Time, Budget and Scope

The interconnected factors of time, money and scope can work against you if you don’t plan carefully. Set a budget and stick to it. Make sure your budget matches the scope of your presentation and fits within the available time. You won’t appreciate financial or timing surprises the day before the event and force last-minute changes to your intended program. A project-management approach that begins months ahead of the actual event date can help ensure there’s no surprises ahead.

 

Throw in Some Branded Promotional Products and Hand Out Informative and Compelling Literature

Takeaways can help to develop a brand awareness that lasts. Your hand-out printed pieces should more than adequately reflect your branding and your message. The swag counts too: mugs, t-shirts, pens or whatever else you give your attendees to take home with them should all be well integrated, so your brand identity and messaging lingers on long after the event.

Leverage Your Event Marketing Collateral

The literature, signage, promotional items and business cards that play a part in your live event or trade show presentation will determine how well your audience and visitors remember you. There’s much to be gained from keeping the development and production of all your brand-identity items under one roof. That’s our specialty. We’ve mastered the art of building brand awareness for our clients through expertly designed and fully integrated marketing collateral. Head off to your live event or trade show well prepared and make a lasting impression. Contact your local Allegra Marketing Print Mail and find out how we can help you plan for and create a stand-out and memorable live event.