Trade shows are a lot
like popular music. You either love it or hate it, and there is rarely a middle
ground. Companies that take part in a trade show will either say it was the
perfect opportunity to showcase their company to potential customers, while
other companies will say it was a huge waste of time and resources for the
Why are there two
different opinions regarding what is generally the same trade show format? The
reason is that many companies do not really know how to market themselves
properly for the trade show.
First time exhibitors
at a trade show often do one of two things. They put too little time into their
booth and it is passed over for something a bit more interesting, or they put
too much time into the booth and it becomes complicated and ‘busy’. For vendors
at a trade show, understanding how to market an exhibit will draw more people
into the trade show.
Trade show marketing
for exhibitors is not a complicated process. To do it properly, exhibitors
should follow the following tips for a successful trade show marketing
First, they should
look at how they market themselves to their customers. Does their logo and
slogan match what they are selling? Is it simple or complicated? Are there more
questions about what the exhibitor’s logo means that about the products they
Second, getting a
second opinion is very important in every industry. Writers always have someone
look over what they write, and exhibitors at a trade show should have someone
from outside the industry look at their exhibit to offers pointers and ask
questions. You may know what the stuffed gorilla in the exhibit is for, but
attendees may not.
Third, many attendees
of trade shows go to trade shows on a regular basis, and if they see the same
exhibit over and over, they may not continue to go to it. This is why it is
important for exhibitors to change things up, including who goes to the
exhibit, so there is always something new to see.
Lastly, and possibly
most important in trade show marketing for exhibitors, is to always think about
what they are wearing. Many exhibitors will wear suits and ties, but this can
turn attendees off of the exhibit. Instead, they should be casual and the outfits
should change with each trade show to keep things different each time.
Trade show marketing
is very important, and improper marketing means that a trade show opportunity
could be completely wasted.