How Selling and Non-Selling Objectives Can Improve Trade Show Strategies
In the manufacturing, technology, construction, and other major trade show industries, non-selling objectives play a major role in why companies attend trade shows. However, to justify allocating a portion of your marketing budget to trade shows and to optimize your ROI, you have to meet key selling objectives, too.
Custom trade show displays or booths and a versatile, tech-driven strategy can help your business prioritize non-selling objectives while also boosting your ROI with selling objectives. Ready to learn how to improve your company’s trade show presence with these strategies?
What Are Non-Selling Objectives?
Establishing brand recognition, gleaning industry insights, and building credibility are all reasons why your company may exhibit at trade shows. Although these goals are often considered non-selling objectives, they can still play a significant role in your company’s overall success and authority within your industry.
From product launches to shop talk, trade shows are teeming with industry knowledge and news that is nearly impossible to find anywhere else. Plus, buyers and potential partners might be more inclined to trust companies they recognize from the trade show circuit, especially those that leave a lasting impression.
A recognizable branded display booth with an eye-catching design, high-impact graphics, cutting-edge immersive experiences, and well-trained sales team members are key to achieving these trade show objectives. Attending multiple shows in a year, particularly multiple-day shows, is also essential, as this establishes your company as a recognizable and trustworthy industry name.
What Are Selling Objectives?
Lead generation, building key relationships, selling products, and educating prospects about your offerings are all selling objectives that can be satisfied at a trade show. However, some trade shows are better suited for certain selling objectives than others. Diligently researching shows ahead of time can help your team understand if the show is better for relationship building or lead generation so you can pivot your strategy accordingly.
Identifying and measuring your top selling objectives is essential for any trade show strategy, as these objectives offer tangible evidence of strong ROI. Enhancing your trade show booth with digital activations that track key performance indicators can help your team refine your trade show strategy. Use a universal lead capture tool to gather, rank, and nurture qualified leads and achieve your selling objectives.
Integrating Your Top Objectives
Selling and non-selling objectives inform nearly every aspect of a good trade show strategy. Knowing which selling objectives to prioritize can help your team design the attendee journey, establish a recognizable presence on the trade show circuit, and develop a follow-up strategy to achieve your sales goals. Finally, knowing which objectives to pursue at certain shows can help your team pivot and adapt when necessary, boosting your marketing ROI and satisfying essential non-selling objectives.
A trusted trade show exhibit partner can help your team create a dynamic trade show strategy. Look for a partner that offers customized booth design for trade show floors, rental displays, data analytics, and asset management to transform your team’s performance.
With the right tech-driven strategy and eye-catching design, your company can achieve every objective you set for your upcoming trade shows.
