A trade show marketing approach is a fair where businesses within a particular industry display their services and products. Often, trade shows target company representatives, registered persons and institutions, and representatives of the press. These events give businesses and their competitors a platform to engage in worthwhile conversations. Read on to understand new trends at trade shows, the process of planning one, and their importance to the modern-day marketer.
Trade Show Trends to Watch out for
· Innovative Lighting
Apart from finding stands solution, lighting is a critical part of an outstanding trade show. The lighting features you use in your trade show determine the number of people you will attract. Lighting is an effective way of highlighting your products and creating and giving your trade show a unique element.
Today, lighting is becoming more innovative, and this trend will continue. Many businesses will adopt different custom-made lighting shapes and features, while others will use illuminated components of their structures and backlit fabric designs. Are you looking forward to remodeling your trade show fair? Consider innovative lighting options that stand out.
· Brand Activation
Brand activation is one of the latest trade show trends. While exhibiting products is significant, it’s no longer enough. Activating the brand is fast becoming popular due to the interactivity. Brand activation includes fun and creative ideas through which prospects can interact with the product and brand meaningfully.
For example, if you have launched a new washing detergent, allow potential customers to participate in a washing class. If you have a new tea brand, teach potential customers how to brew the best tea amid a session of good music.
Choose different ways of accommodating more participants and making your brand activation venture more fun. For example, you can ask participants to record and share fun clips on social media platforms to stand a chance to win exciting prizes. This strategy gives your brand maximum exposure.
Robots are a fun trend that attracts nearly all attendants regardless of their age. Unlike in the past when robots were costly and huge, modern-day robots are affordable. Today, robots and humans can safely collaborate within the same working environment. Further, these units are not only interactive, but they can also address different questions and opinions. Adopting robots eliminates the need to have numerous employees on-site and allows you enough time to focus on more important issues.
· On-site Interests
According to experts, incorporating on-site interests is one of the most effective methods of triggering conversations about your trade show fair. For example, if you have just released a new photo application, you could ask your customers to design various innovative features and images. Doing so is an effective way of giving customers a gift and allowing them to demonstrate how the product works. Including on-site attractions is a creative way of ensuring that attendees interact with different services and products and gifting them.
· Touch Screens
Technology has evolved rapidly. Today, exhibitors are using technology in their trade show fairs. Touch screens are becoming popular in different industries because potential customers can leverage them to experience your brand. These systems feature multisensory elements that engage people on different levels.
Touch screen technology trends include fitted kiosks and iPhone-framed gadgets to display mobile technology. A touch screen is an ideal way of giving existing and potential customers an interactive and immersive experience.
· Advanced Technology
Leveraging advanced technology is an effective strategy for helping you to accomplish your set goals. Technology also gives you an edge ahead of the competition. For instance, using smart gadgets is an effective method of allowing your customers to interact with your brand while experimenting with your product. Potential customers can use your smart devices to understand how your services and products work.
How to Plan a Trade Show
Remember, a trade show can have a significant impact on the performance of your products and services. As a result, you should take time to evaluate all the details before initiating a trade show drive. Adopt a systematic concept to your marketing objectives and sales goals. Here are steps to help you develop a reliable plan.
· Work with the Information you have
Leverage information collected from trade shows you have attended before. Evaluate sales conversions, leads, and expenses to determine the most effective marketing medium. Establish a report of the trade show floorplan or layout to figure out the best areas that attract the highest traffic.
· Draw Your Budget
A proper budget is critical for your general success. You will need to pay for various things, including:
- The layout of the exhibition pavilion
- Booth rental and custom designing
- Promotional giveaways
- Event advertising
- Celebrity appearances
- Taxis, meals, and accommodation
- Employee salaries
Conduct a Cost-benefit Assessment
Conducting a cost-benefit assessment before launching the trade show is critical. It focuses on the man gaps in your plan while allowing you to allocate resources accordingly. Evaluate your budget, objectives, competitor’s resources, logistics, and proposed theme, and compare them to the beneficial results of success or the cost of failing.
· Choose a Realistic Timeframe
Time management is critical for the success of your trade show. Remember, the process of setting and dismantling your booth could take months. Prepare for critical situations like sick employees or delayed flights that could hinder you from meeting your deadlines.
· Conduct a Comprehensive Audience Analysis
Knowing your target customers is critical when it comes to developing a trade show marketing strategy. Research your audience extensively and try to understand your target customers’ main demographics, lifestyles, characteristics, and personalities.
Importance of Trade Shows to the Modern-day Marketer
- Trade shows are effective networking platforms where marketers interact with experienced individuals from various sectors. What is more, you do not have to struggle to look for customers because they show up simultaneously, under one roof.
- According to studies, up to 81% of trade show attendants have purchasing power. This means that 8 out of 10 attendees are possible customers.
- Trade shows allow you to interact with your competitors. Leverage that opportunity to learn how they are positioning their products.
- Trade shows increase your brand’s visibility.
- Trade shows maximize your exposure allowing you to create brand campaigners. When potential customers experience your brand first hand, they are highly likely to spread the news to their friends and family members.
Trade show fair designs are set to change in the future with the emergence of new technology features and diversification in custom displays. Few people will be interested in boring and outdated trade show fairs. Many entrepreneurs will invest in unique elements that enhance their values. Futuristic trade shows will also attract many potential customers.