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| December 22, 2013

What Really Matters in Tradeshow Marketing

If you’ve ever attended a tradeshow or a conference vendor market, you know there are a variety of tactics companies use to get you to stop and spend a few precious minutes listening to their pitches.  As a company, if all you’re focused on is the pitch then you’re missing the big picture.

Audience connection

It doesn’t matter if you’re at a show with 50 vendors or 100, you’re all competing for the attention of a specific audience. That audience is on the move, constantly scanning for what will compel their interest. This could be the booth giving away free t-shirts, the one with the largest display or the one with an original and creative idea that attracts visitors. Even free shirts won’t be enough to overcome a poorly designed booth regardless of its size.

Creativity attracts visitors regardless of the type of show or the size of the booth. To implement a unique idea, these four areas are key:

  1. Know your audience and what they’re interested in
  2. Add interactive elements
  3. Incorporate social
  4. Offer value

Once you’ve met these basic requirements, you’ll have the tools to drive traffic to your exhibit.

A game plan

You have to think strategically for every show – from the design of your floor promotion to qualifying leads for your sales team. It’s a process that you continually refine to give yourself the best results.

If you have a promotion that has worked well in the past, look for opportunities to take it to the next level. You can always revisit the basic rules of a promotion to help you discover new ways to incorporate interactive elements.

Are you familiar with the term, ‘The show must go on?’ Tradeshows have survived market bumps and adjusted to new trends better than some other marketing methods and it’s partially because attendees still value face time with vendors. With this in mind, it’s imperative that you’re not just collecting business cards but that you have a relationship that you or your sales team can develop effectively.

Follow your best practices

While there may be standards for best practices at trade shows, don’t be afraid to branch out and do what works best for your company. Deviating from what others in your industry are doing at tradeshows is a great way to engage potential leads with something they haven’t seen yet. Do your homework over the years and track what has been successful, and what hasn’t. And a universal best practice for any company is ‘going big’ with a promotion or contest that simply cannot be matched by your peers quickly, such as giving away a Ferrari, or whatever big prize that will help you identify with your potential leads.

Preparing for a trade show can be a handful, especially when you’re looking for your ‘hook’ to stand up. Let us help you develop the next steps for your tradeshow exhibit; call SCA Promotions at 1-888-860-3770 for a detailed evaluation of your needs and a customized solution.





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