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How to Make the Most of Your Exhibiting Experience

Office people morningEvery exhibitor wants to know how they can make the most of their trade show display. There are so many different factors to consider, and if we’re being honest, sometimes thinking about all the different aspects of exhibiting can feel overwhelming. That is why it is important to organize your thoughts and clearly define what it is you need to do in order to maximize exhibiting ROI. The following list provides several practical ways to make the most of your trade show display.

Goals and Objectives:

  • Compare and contrast your exhibiting goals to those of your entire organization. It is of utmost importance that your objectives are aligned with the vision of the organization.
  • Set clearly defined goals for your exhibit. Each goal should be measurable and should have a timeline that goes along with it. This will better equip your team to accomplish objectives.
  • There are a lot of things to keep in mind when you design a trade show display. The main objective is that your booth effectively informs visitors about three things: who your business is, the product and/or service you provide, and why someone will benefit from buying from you versus one of your competitors.

Plan, Budget and Make a Logical Decision:

  • Create an exhibiting budget if you don’t already have one. Plan for as many expenses as you can foresee and then determine the most efficient way to use any remaining funds.
  • Look at the list of upcoming shows and conferences at which you could exhibit. Evaluate which shows would be the best use of your resources to attend. Good filters for deciding which events to exhibit at include the expense of the event and the length of time employees will have to be away from the office.
  • Make sure you sign up for the shows and conferences that have yielded the best results in the past. Likewise, you can pass on the events that have not resulted in many sales leads or brand exposure.
  • It is always best to sign up for an event as soon as possible. The earlier you sign up, the lower the registration cost.
  • Use products that are high quality, but that are also durable. You also want a trade show display that is innovative, lightweight, and easy to use. An exhibit that is easy to set up will save your team a lot of headaches and time.

Promote and Engage:

  • Try to engage visitors in the days and weeks leading up to the event. This will allow them to be more familiar with your brand. The ways you can engage attendees are virtually limitless. Take advantage of technology, advertisements, and good old-fashioned phone calls
  • Create a memorable experience for attendees by adding value in a creative way. This will draw more people to visit your trade show display.
  • Prepare an effective method for gathering and organizing sales leads at each event. That way you can follow up with leads as soon as possible after each event.

Discuss these ideas with your team and determine which areas could use the most improvement.

tst-new-exhibitorIf you’re new to exhibiting or just want to make sure you have the foundation you need for successful exhibiting, read the Trade Show Tips for New Exhibitors white paper. Click here for your free copy to learn more.


About the Author

Mary Buffa is Skyline Exhibits' Senior Account Executive, with 15 years of marketing and trade show experience. Mary is a passionate and talented business professional, actively networking and helping clients with their South Western Ontario trade show displays. She has been recognized and awarded for the Top Sales Excellence Award and is well known for her personable nature and professionalism.

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