How to Maximize Your Brand’s Impact at a Trade Show

Shows can be a dual-edged sword for many brands. Sometimes, the experience is great, generating lots of leads, media interest, data, customer interactions and other positive aspects. The opposite can also be true, with only the occasional lost soul accidentally wandering into your booth and your staff wondering why they are there. If things go sideways, a trade, consumer or industry show can become a gigantic waste of money, resources and time. The question one should always be asking is how to maximize your brand’s impact at a trade show.

Like many things in life, you get out of a show what you put into it. You can’t just arrive with minimal preparation and expect everything to go swimmingly. There are steps to be taken and many things that must be considered before going to any industry show. Some effort and thought well before you go to any show can make the difference between making it a boon or a bust. So, what should you be doing to maximize the impact of your brand at a trade show? Read on to find out. In this article, we will discuss:

• Why determining your goals at a show is absolutely critical.
• How the staff you take to a show can make a big difference in overall impact.
• Why the design of your show space is more critical than you might think.
• How to maximize your interactions with the media at any show.
• Other factors that are vital to having a successful show experience.

Know Your Purpose

Figuring out why you are going and what you expect to accomplish at a show might seem obvious. However, over our decades of attending shows, we have encountered multiple brands that repeatedly go to the same show simply because they always have. Another faux pas more common than one would imagine is the decision to go to a particular show was made at a higher level. However, the “why” behind that decision was never relayed to the “boots on the ground” at the show. That disconnect can lead to a disorganized effort and minimized returns.

To get the most out of any show, you must be crystal clear to your employees (especially the ones at the show) about the reasons for being there. Everything from gathering first-party data about your customers (read our blog story about the importance of first-party data) to making new media connections to finding new wholesalers and more can be priorities. However, those priorities need to be relayed to everyone. Skip that vital step, and you will have a “presence” at a show that doesn’t accomplish much.

Decide What Type of Show to Attend

After determining your priorities, the next step is to decide on what type of show to attend. Why? Because the show you attend needs to align with your goals. If you want to primarily find new wholesale channels, going to a consumer show might be pointless. The opposite is also true, as an industry-only show that is not open to the public wouldn’t be the best place to connect with your customers. Connecting with the media could be challenging if you go to a show with a minimal media presence.

Sure, this might seem like Show 101, but we have seen some companies “follow the herd” and exhibit at shows that weren’t good fits. Ultimately, choosing the wrong type of show became a costly “branding exercise” for them. Picking the correct type of show where you are most likely to achieve your goals is the best way to maximize ROI. Once you figure out those goals, you might even realize a smaller experiential event is the best way to achieve them. Read our blog post about how to create your own experiential event for more information.

Take Your “People Persons”

Boiled down to their essence, shows are always about connecting with people. Who those people are might vary, but forming that connection is hard to do with a bored staffer scrolling through their phone, someone who doesn’t want to be there or a tired grump. Avoid those scenarios when deciding what employees to staff your exhibit; always take “people persons” instead. People who are outgoing and enjoy interacting with other humans will always be more effective at a show.

However, aligning your show staff with your overall goals is also essential. For example, if you are unveiling a complicated new product, you will need someone who deeply understands it. That knowledgeable person might be an engineer who prefers computers to people. Having a socially awkward boffin trying to interact with the public on their own is probably a bad idea, but pairing them with a people person can create a dynamic duo. Always choose your show staff carefully.

Your Real Estate Agent Knows What’s Up

Any real estate agent worth their salt will tell you that location is the most critical aspect of buying a house. The same can be said for any industry, trade or consumer show. Most obsess over the size of an exhibit space, but the location of said space should be the primary concern. After all, does a giant booth tucked away in the corner of a hall with minimal foot traffic do your brand much good? The answer to that question is no.

Like in real estate, upgrading to a better show location isn’t cheap. Every organization that runs a show charges a premium for the best spots. However, it is always worth looking at the difference between what you are currently paying and the price for a better location. Shows are always a serious allocation of time and money and sometimes a bit more investment is worth it. If no extra funds are in the budget, a smaller booth in a better location is usually better than a larger one in the back 40.

Stand Out from the Crowd

For many show attendees, your booth or exhibit space is often their first impression of your brand. As the saying goes, you only get one chance to make a first impression. Making the wrong one is definitely not an option, so your space’s design and aesthetic require much thought and consideration. If your booth looks like it was sourced from Walmart minutes before the show, don’t expect people to think highly of your band.

Another reason a lot of effort needs to go into the look of your space is every one of your competitors is more than likely to be at the same show. Even if your competition isn’t present, many other exhibit spaces are still vying for attendees’ attention. Your booth or floor space needs to be unique and visually appealing to grab their interest. If creating something like that is beyond your ability, reaching out to experts skilled in booth design is a good idea.

Attract the Right People

We have seen all kinds of gimmicks used to attract a crowd at a show. Everything from C-list celebrities to scantily clad models to giveaways to Chewbacca outfits and more has been used to fill a booth with people. Sometimes, these tactics work, generating lots of interest, and sometimes, they are complete flops. However, what often gets lost in the mix is whether the crowd they attract is the right people.

How many people visit your space at a show isn’t necessarily the correct metric to measure. Does filling your booth with throngs of looky-loos hoping to score some free swag matter if you are seeking new wholesale distributors? Not really. That is why the first step of determining your goals and wins for any show is so important. You want to interact with the right people at a show that can help you achieve your goals and not crowds of random ones.

Maximizing Media Engagement

Most likely, one of your goals is to connect with the media at a show. The challenge you will quickly discover is that every other brand is trying to do the same thing. Getting the media’s attention on a show floor can be impossible as they are extremely busy with many places to be. That is why reaching out to the media before the show even starts is essential. The weeks leading up to the show can be very hectic, but it is the time to schedule interviews and media visits. Waiting too long to connect with the media will only add to your show headaches.

Another critical element of maximizing media engagement is ensuring you actually have something of interest to them and their audiences. While a new CEO or logo might be important to your brand, it does not necessarily resonate with many journalists. Before reaching out to any media members, look at the type of content they produce and their audiences. Next, determine if what you would like to discuss with them is interesting and could result in coverage. Skip that step, and you could be wasting their time and yours.

Get Professional Help

We realize all of this can add a lot to your plate as, for many brands, just getting to a show can be challenging. However, every show you attend is a serious investment of time, resources and revenue. Going the extra mile to ensure you maximize that ROI may be difficult, but it is worthwhile. If any of the aforementioned is over your head or outside your team’s abilities, reaching out to professionals for help is always a wise tactic.

At Kahn Media, we have in-house experts ready to make your show experience successful and less stressful. Our creative team is well-versed in designing visually appealing exhibit spaces that attract attention. Well before your show starts, our PR experts will vet and reach out to the right media members to schedule interviews and hold press conferences. Our photographers and videographers can also handle any of your content needs during the show. We can work as an extension of your current marketing team or a turn-key one. Contact us today to see how we can assist you.