Trade shows can be a powerful tool for businesses of any size. They’re a great way to introduce a new venture, market a business, promote a product, or increase brand awareness – or all of the above! But unless preparation is done right, a convention or trade show exhibit can easily get expensive, and the cost could outweigh any marketing or financial benefit that comes from the show.
We have a few tips for businesses on how to plan a convention or trade show booth.
Set a Goal and Determine Objectives
What is the desired outcome of your trade show exhibit? How will you achieve that outcome? It’s important to not just define the goal, but also how you’re going to get there.
Build a Budget
Once you know what you want to achieve, decide how much to spend. Estimate the costs of specific items. These can include exhibit space, travel and lodging, exhibit design, materials and shipping, promotional items and displays, and various other costs.
Especially if you’re traveling to a show in another city, renting materials such as pipe and drape booths and columns, backdrops, tables, table skirts, audiovisual equipment and other trade show supplies can save you significant time and money.
Design the Exhibit
This can be done in-house or by hiring a trade show consultant. Either way, consult the goals and objectives, and design the exhibit around them. For example, if you want to build brand awareness, your brand and products should be front and center. If you want to get leads, a hospitable exhibit with lead generation tools and enticing giveaways will be key.
Choose and Train the Right Staff
The most dazzling design and coolest swag won’t mean a thing if your exhibit staff isn’t knowledgeable and engaging. Choose the right team members to staff the booth, and make sure they can answer any question that attendees might have.
Promote!
Use social channels, newsletters, blogs and press releases to announce your presence at the trade show. Tell potential attendees where your business will be and what they’ll see when they get to you. Entice people to visit your trade show exhibit, put the rest of your plan into place, and you’ll see the rewards.
