5 ways to promote your business in a trade show

Trade shows provide businesses with a wonderful opportunity for promotion. Never forget that the success of every business depends of consumer knowledge. Customers need to know about your business and there are many forms of collateral that can help to promote your business.

Promotion experts know that customers are drawn to businesses that are known, familiar, accessible and visible. Social media and the digital marketing is effective, but many printing and branding experts such as The Print Group ( click here for their website) will also correctly advise you that traditional forms of promotion and advertising remain crucial to effective business promotion, particularly at events such as trade shows.

A word about trade shows:

Business trade shows provide fabulous opportunities for the promotion of your business, brand, products and services. Trade shows also offer an effective platform from which to directly engage with existing and prospective customers, as well as opportunities to network and establish worthwhile business relationships.

Be cognisant of the fact that people in attendance at trade shows come with an interest in the businesses and the products and services that you are showcasing. For this reason, you should tailor your marketing at a trade show to capture leads and potential sales.

So, what are five of the best ways of promoting your business and brand in a trade show?

#1: Banners and signage

There’s often hundreds or thousands of businesses exhibiting at a trade show, so you need to stand out. You definitely need an eye-catching banner and other prominent signage that will immediately draw people to your stand. It can be effective to have a unique theme for your booth. If appropriate, pick a theme that is both fun and engaging.

#2: Business cards

Business cards remain a very important vehicle for promotion. Ensure that your business cards communicate your most important contact details in a way your target market will find engaging.

High quality, effective business cards provide you with a way to stand out from the competition and be remembered. A business card should be given out during or following all conversations. Ensure that you take business cards from the people you met as well. Write a few notes about the contact on the back of the card – this makes it easy to remember what to follow up on after the event.

#3: Flyers

Flyers are a useful tool to give to potential customers and contacts you meet at trade shows. Flyers should include key information about what your business does, the products and services it offers, and any special offers you have for your customers.

Create an interesting and informative flyer that will motivate customers to engage with your business. At trade shows, flyers are a tangible way to leave people with a reason to find out more about your business after the event wraps up.

#4: Prizes, competitions and giveaways

Everyone loves to win something. Prompt engagement with your business and drive people to your stand by running a competition with an exciting prize. Or develop a range of promotional giveaways – pens, caps, iPhone covers – that your target market would love to take home with them. It’s best if the prizes and giveaways relate somehow to your business.

#5: Collect contact details

The value of a trade show is often evident after the event. Capitalise on the effort you put in to your booth and networking by developing a strategy for engaging everyone you have met.

It is fundamental that you promote your business, but similarly critical that you collect the details of contacts. By all means collect business cards, but also ask visitors to provide their details, perhaps by writing them on to your list or directly entering them in your database via electronic means.

Add these contact details to your database or CRM – it’s invaluable to have ongoing engagement with potential clients that you know already have some interest in or understanding of your business.

When attending trade shows, be sure that you have plans in place and collateral available to promote your business as effectively as possible. A little planning and strategising can significantly increase the return on investment for your business.