Trade shows are just as much of a practice in sales technique as they are in brand building. Attendees need to understand who you are at a quick glance—and a table with a branded tablecloth doesn’t cut it. Attracting people’s attention in a crowded show was always hard, but trade shows have become an even more complex game.
Standing out at trade shows takes strategy.
Your booth is your first impression at shows, so establish your budget for a trade show partner. They’ll help you think through messaging and graphics at a minimum, but beyond that, there are a couple more things to consider.
Think about what trade show attendees want.
One of the primary reasons people attend trade shows is to learn about different products and services, but in a world recovering from a pandemic, attendees also want empathy. In short, while they want to hear about your product or service, they also don’t want a traditional sales pitch.
Create a relaxing booth environment.
Trade show attendees are on their feet most of the day. Making a cozy environment in which they can relax is crucial (when you have the space). Add in comfy chairs or even a massage chair if that fits with your brand. When they step into your environment, they should feel at ease. Those small touches make people more likely to want to have conversations about your business.
Give them a place to (literally) recharge.
Trade shows primarily attract decision makers since sending multiple team members to trade shows is costly. Decision makers are constantly on their phones for emails, calls, and social media posts. If your booth is a place to physically recharge and also to get their phone’s battery life up, you’ll create more touchpoint opportunities with them.
Offer promotional items people will actually use in the moment.
Get reusable travel mugs with your logo on them for a coffee/tea/hot chocolate station. Have a water station where people can refill your branded bottles. Give away snacks along with a company logo chip clip. These all have staying power because people can use them in the moment and might be inclined to keep them beyond the trade show.
Impress them with custom Oreos with your logo or work with a local brewery to make a custom-brewed beer. (Make sure you check the rules surrounding alcohol first.) Whatever you decide to give away, skip promotional pens, stress balls, and shirts that they will never wear.
Then talk to them like human beings.
The days of the hard-hitting sales pitch are dead. People don’t enjoy getting yelled at from across the room to buy your product—and frankly, they never did. Get to know the folks who step into your booth without an ulterior motive. Follow up with them later using a customized message based on your conversation, and then start to talk about your product or service. While this takes a concerted effort, the quality of leads you’ll get is much better than the bulk messaging alternative.
Create an experience.
An experience can be as simple as a photo booth or wall and as complicated as an interactive trade show garden in which attendees plant herbs. Some trade show exhibitors bring pinball machines or air hockey tables to liven up shows.
Tell them how to interact.
Having an interactive component of your booth is non-negotiable nowadays. But people might not want to ask how to access or use your interactive component, so give them a simple directive above it. If you’re showing a video about your company’s history, simply write, “Learn about our journey.” Try, “See our office space.” if you’re offering a virtual tour of your office. Remember, they’ve been talking to people all day, and giving them the option to self direct might be just what they need to take a breather and find you when they’re ready to discuss.
Try VR/AR.
Depending on your budget, you might consider having VR headsets or AR glasses available. These technologies are still pretty new for people and, depending on the exhibitors at the trade show you’re attending, might not be as prevalent. It could help you stand out from the crowd and generate buzz.
Hybrid in-person and virtual experiences are here to stay.
Rather than letting the fun stop at the trade show, consider creating an online extension of your booth. Especially if you opt not to use VR/AR at the show itself, design a virtual space that you can share in your post-show communication. That way, attendees can show their colleagues and networking connections, opening up more potential doors for qualified leads.
And also give them more information to take home.
Rather than a stale brochure, consider handing out a book your company has written or collecting email addresses for an ebook.
For a little more of an adventure, give them a prize for completing a photo scavenger hunt. Hand out a list of photos attendees should take. Have them post about it with a specific hashtag and tag your company. They’ll have an experience to talk about with friends, and you can share social media posts afterwards to build stronger connections with your booth visitors.
Stay true to your brand.
Brand identity should be your primary focus when developing a trade show booth. As easy as it is to copy someone else’s ideas for your trade show booth design, it’s important you stick to your identity and showcase your company’s story.
Make your booth approachable.
No one’s outward-facing brand is just sitting at a table staring at passers-by. Attendees are there to learn about your product or service, so find a way to get that information to them without being cliché. Make your booth more open concept to encourage people to walk inside. Have your products out for people to see and try for themselves. Have visuals that can not only be seen up close but from across the exhibition floor.
Leave some open space.
While you want to pack as much into your booth as possible, leave some space for people to move. If a booth appears to be too crowded or difficult to navigate, people will be less likely to stop. You don’t want your potential visitors to be overwhelmed before they even talk to you.
Consider color theory.
The color of your booth is going to reflect a specific mood, so choose carefully using your target markets as your guides. Adult audiences tend to prefer cool, earthier colors whereas younger attendees might appreciate pops of color. Find colors to use that have staying power as well. If you want your booth—or parts of it—to last, avoid anything trendy. Select colors that stay on brand and showcase your aesthetic.
Think long term.
While trade show booths can’t last forever, it’s always nice—especially when you don’t have a limitless budget—to design something that can stay relevant with minor tweaks for a couple years. After all, trade shows can be a huge expense.
Make good purchasing decisions.
In addition to having a sound trade show booth structure, the components within it should be easily switched out, adapted, or okay to use as is for years to come. Graphics can be changed from year to year pretty easily, but a large podium might not make sense in a year. Rather than purchasing that large podium, which can’t be downsized, try two smaller podiums that can fit together or stay apart. If you have couches or chairs in your space, get seating that’s well-built and supportive. Games can be adapted, used at other trade shows in the future, or even set up back at your office.
Don’t forget about the little details.
Find creative storage solutions—in kiosks, behind your booth, or in lockers. The floor is also an often-overlooked component of trade show booths. While not everyone can afford to put in temporary flooring, a rug can liven up a space.
Get people excited about your trade show booth.
Getting people excited and interacting with you are your top priorities at trade shows. When they walk in, they should understand your company through the furniture, the fun things within your booth, the color scheme, and any available literature. Create an experience for them they can’t take their eyes off of—one they’ll remember when they see you at the next show.