Trade Show Marketing Ideas & Tips

Nimlok Trade Show Marketing Blog

Stretch Your Trade Show Budget

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50'x50' island exhibit with custom hanging structures and brand-forward graphics.

Introduction

There is no way around it, exhibiting in a trade show can be costly. However, there are some things you can do to stretch your trade show budget. From booth space fees to drayage, electricity and more costs can add up fast. Since face-to-face marketing truly holds its place in the marketing world, trade shows are a required component for many marketing programs – after all, face-to-face is one of the most impactful ways to market! Keep reading to learn a few tips to make the most of your trade show budget.

How to Stretch Your Trade Show Budget

Evaluate the trade shows you exhibit in

Calculate your costs and your ROI, and determine if that trade show is truly a good fit. Does that particular trade show attract your target audience? If your ROI isn’t what it should be, or that trade show does not attract the right audience, it may be time to cut that show from your plan. You can use the savings to exhibit in a larger space at a show that provides better leads, or you can add another show in its place. You can research your competitors to determine trade shows that they exhibit in and see if any of those may be a good fit for your company. Read more about things to consider when choosing a trade show or event.

Plan ahead and order early

There are often early bird rates for securing your booth space. If you are certain you are exhibiting in a particular show, check the cut-off date for early-bird payment, this can definitely save some money. Once you pass this date, it is often more costly for the booth space. The same goes for any services you may need at the show such as internet, electricity, lead retrieval, labor, etc. Often if you reserve these services in advance, you save money. If traveling, booking your hotel and airfare a minimum of 3-4 months in advance usually helps save as well, however, that takes some planning and assurance in terms of staff that will staffing the booth. If you wait until the last minute, you’ll most likely pay a premium.

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Tips to Improve Trade Show ROI

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Whether you’re a trade show exhibiting newbie or a seasoned veteran, it’s important to make sure you’re getting the most bang for your buck. You’ve taken the time to decide on a show to exhibit in. You’ve planned your budget, display and presentation. You’ve prepared the materials you will need at the show. Now you need to be sure you will achieve your return on investment (ROI). Trade show exhibition is an expensive form of face-to-face marketing, so it’s important to be sure that you get the best ROI as possible. There are a few things to keep in mind that can help improve your trade show ROI. According to CEIR, over 64% of heads of marketing agree the B2B exhibition channel is highly effective for multiple marketing activities. The value of trade show marketing is acknowledged, so let’s review a few tips to improve trade show ROI.

group of people meeting to discuss how to improve trade show roi

1. Have a Marketing Plan

To begin with, you should have a marketing plan for all of your marketing efforts. When exhibiting at a trade show, it’s a good idea to create a marketing plan for the show itself. This includes what happens before, during and after the trade show. This should include:

Pre-Show Marketing

Let your target audience know you’ll be there.

Make your target audience aware that you will be at the particular show. Give them a compelling reason to visit your booth and meet with you. Social media announcements, email newsletters and maybe even a good old fashioned phone call are some ways that you can make it known to your audience that you will be exhibiting. New product/service introductions, giveaways and interactive displays and games provide a reason to stop by. Just remember to make sure that your giveaway or game, etc. falls in line with your company values, goals and message. On occasion, you have access to an attendee list. In this case, it could be a good idea to reach out to anyone who appears to be a qualified fit for your product/service. Try to schedule an appointment with them during or around the show.

Contact the Media.

Contact the show organizer for a media list of those that are confirmed to be at the show. Reach out to the press with information and news about your company, products and services.

Show Strategy

Recruit your best staff for the booth.

You’ve got the pre-show down – you’ve done your pre-show marketing and have your booth designed and in the build process. Now consider what you will do during the show. If you’re not equipped for what’s happening once on the trade show floor, then all the pre-show marketing and stunning trade show booth display will be worthless. Make sure your best staff members are working the booth and are prepared with branded apparel, advertising materials, giveaway items, demonstrations and are trained on the in-booth interaction plans and anything they will need for success. The staff is working the front lines and will ultimately determine the success of the show.

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Trade Show Leads: What You Need to Know

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We live in the age of the self-directed buyer, and today’s complex marketing and sales environment necessitates a strong lead generation plan to take full advantage of the self-directed trend. Trade shows are one of the most effective ways for a company to generate leads. With proper planning and attention to details, you can boost your trade show leads and create an environment that cultivates self-directed attendee booth staff interaction. This post will educate you on how to get the most trade show leads possible.

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Things to Consider When Choosing a Trade Show or an Event

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Face-to-face marketing is more important than ever before  as consumers demand personal connections with the brands they trust. However, selecting the right show for your company may be daunting.  With so many events to choose from, it can be difficult to figure out which show will reach your target audience. We have outlined some simple and easy-to-follow best practices when it comes to choosing the right event. [Read more…]

Interactive Trade Show Design: How to Captivate the Crowd

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To the average trade show attendee, the maze of booths can seem a little dry at times. With many companies boasting similar products and services, attracting a crowd of interested visitors can be a challenge.

That’s where experiential marketing comes into play. Face-to-face marketing events offer the unique opportunity to create an interactive trade show display, focused on boosting engagement and providing a memorable brand experience. In this post, we’ll share fresh ways to design an interactive trade show exhibit, complete with buzz-worthy activities, games and display technology. Get inspired!
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