What to Include in Your Booth for a Trade Show

Posted: 23rd September 2015 09:50

Trade shows are a great opportunity for any up and coming business to showcase what you have to offer on the perfect stage. These exhibits are a chance to show what you can do, putting yourselves in the same market as the established brands with million-pound marketing budgets right in front of your target audience, but it’s vital that the people running your booths for the trade show know what they’re doing and the booth itself is branded correctly.
Companies can be made and broken on the strength of their knowledge, and that’s why you need to focus on the people at the event and not just the freebies you put on top of your booth.
It’s all well and good sending people who are great at selling to an exhibition, but if they come across as “pushy” sales people just trying to make money for themselves through commission, it reflects badly on your business.
Similarly, if the people attending the show are just the typical office favourites or the members of management, they might not have the ability to “sell” the company like others could just because they don’t know the brand inside out or they don’t know how the different areas of the business operate, why it could help the customer and how they get a return on their investment,
If the people standing on your booths for the trade show are passionate about the brand, knowledgeable about the products and services offered and above all else, friendly and approachable as well as professional, they’re much more likely to help you to either sell a product there and then, or to get a number of enquiries through in the days that follow the event.
Of course, it’s not just the people that make a booth successful, it’s what you actually show in that booth. You need to ensure that it looks professional, and when it comes to attending these kind of events it can be highly beneficial to invest in expert help in designing booths for the trade show you’re attending specifically, not one layout for all events.
Getting your brand logos, colours and ethos to shine through is essential. It is your brand identity, who you are, what you do, and how you do it that is key to attracting new customers and clients and, at the end of the day, that’s why you’re there!
You spend weeks, even months working on your company logo and colour scheme, branding your office and marketing materials, so why do anything different at the trade show - make sure that your whole booth screams your brand name so that everyone remembers you.
Some businesses will even invest in freebies to hand out or let people take away, and if you’re going to do this you need to make sure that you brand them first and foremost, so that if it’s - for example - a stress ball for their desk at work, they remember your name; and secondly so that they can contact you after the event.
Many decide to bake cakes or give out sweets in an attempt to bring people in, and this is great for catching the eye, but you need to make sure that the people approaching you are doing so for what you can do, what you can offer and with a genuine interest - otherwise they’re getting a free lunch off you!