Participating in industry trade show exhibitions offers companies the opportunity to meet potential clients and provides in-person information on what sets their services and products apart from the competitive masses. While many organizations participate in trade show displays annually, many companies often fall short when trying to get the most out of their promotional investment. One of the biggest advocates of missed opportunity at these events? Failing to do your best marketing when it comes to presenting both your company image and product / service line at trade show displays.
Once an organization has made the promotional decision to participate in an industry event, there are several elements to consider for optimal achievement in each role. It is imperative to remember that a company’s trade show displays are often the first and only exposure that attending crowds will get from a particular organization. Keeping a constant focus on how to grab the attention of passersby is a must.
What do your trade show displays say about your organization?
First, an organization must assess the current status of its trade shows. It is important to ensure that the image presented by the stands is refined and professional at all levels. Having a booth in poor condition and without maintenance sends the message that an organization does not have the funds for maintenance and / or does not care about the impression it makes on the attendees of the event.
If, after careful inspection, you’ve determined that your trade show displays aren’t up to scratch, it’s time to bring in the experts. Working with a professional booth designer means you get instant access to their industry expertise and mastery of the latest design innovations. Ultimately, partnering with a design team will help your organization create a booth that adequately represents your business, consistently conveys your current marketing message, and better highlights the greatest strengths your team offers over the competition.
Once the exterior appearance of the booth is complete, always work to keep the interior of the booth clean, organized, and easily accessible at every function. Include shelving and cabinets as needed to house up-to-date marketing materials and store backups and gifts, and keep personal items out of sight. Keeping the booth uncluttered at each function will convey a welcoming and welcoming atmosphere to the crowd and encourage them to stop by to get a closer look at what your organization is up to.
Keep up polished professionalism with your staff
Once your booths have passed inspection, it’s time to consider your staff and the image they will convey at each function. Work with designated staff prior to the event to hone your introductory and greeting talents. It is also imperative to really work with each employee on an individual level to practice their conversational skills, as well as their ability to connect with booth visitors in a professional manner to ensure they best represent your organization.
Finally, always brainstorm the best dress code to adopt at each event. For formal functions, the shirt / tie and a more elegant appeal make sense. However, for most exhibits, suffocating outfits can seem out of place and discourage guests from passing by. At these functions, have your team don casual business suits. Khakis and collared or buttoned shirts with your company logo prominently displayed will make your staff look polished, professional, and most importantly, approachable.