10 Trade Show Marketing Tips for Small Businesses

Been thinking about setting up shop at an expo or special event? Since trade shows are proven to help boost brand awareness, increase sales and enhance product knowledge, there’s no reason why your small business shouldn’t consider attending one. Get your promotional banners and book that well-positioned trade show spot. Be ready to assemble a sales dream team, grab some flashy swag and print up those can’t-miss marketing materials, because we’re headed to the trade show!

Get to Know the Event Before You Go

First things first: do some recon. Seriously though, the best trade shows and industry events will publish numbers pertaining to attendance, attendee demographics, competitors and other important items that you can use to create a highly effective trade show strategy. Focus on finding ways to draw in your ideal customer through buyer personas, and market to your target consumer.

Invest in a Custom Display Kit

If it’s your first time exhibiting at a major trade show, make sure you show up with a professional display. Small businesses typically can’t afford huge, custom-built rigs. These displays cost money to design, conceive and build, and also to transport to the event. Instead, invest in an all-inclusive trade show display that comes with backdrops, banners, tablecloths and other essentials. These bundles basically allow you to turn any space into a pro-level trade show display.

Write a Special Sales Script

Remember how we discussed marketing to your core consumer? Make sure that you tweak your typical sales script or pitch so that it very closely aligns with your target attendee. For example, if you’re hoping to get your product in front of C-suite execs or other decision-makers at a given show, then focus on positioning your product or service as a high-value investment that will bring big returns. If your goal is consumer-focused, make it more of an emotional experience.

Where Possible, Make it Interactive

In a world where we demo, interact and do business in a primarily digital setting, the trade show is a unique opportunity to get real face time with consumers and other innovators within your industry. Don’t miss out on this important component! Try your best to make your booth interactive and engaging by allowing attendees to touch, feel and play with your product. Videos, prototypes, virtual reality setups and mock-up environments can help people visualize products and experiences in a real, meaningful way without a massive spend on your behalf.

Send out a Digital Blast Beforehand

Before you set up at any event, especially a large trade show or convention, make sure to send out a digital marketing blast through email. Let everyone in your circle of clients, customers and partners know where you’ll be exhibiting (list the exact booth number, if possible). Even if your booth is flooded with existing fans or customers, count it as a win! Crowds beget crowds, and if event-goers see that your booth is happening, they’ll stop by, too.

Provide Sneak Peeks to Hype the Crowd

We probably don’t have to tell you that good trade show giveaways can earn you massive points in the exhibitor market. Of course, they’re great for drawing people into your booth and capturing the attention of attendees, but they’re also an amazing way to hype up your display before the event even begins. Tease your swag with sneak peeks a week or so beforehand.

Develop Incentives and Advertise Them

In the same vein, you can use your swag items to help you achieve specific event marketing goals. Maybe you decided to exhibit in order to develop leads, to build brand awareness or to grow your social media numbers. Whatever you want to do, your freebies can help. For example, you might offer a small giveaway to anyone who signs up for your email list or “likes” your page on social media.

Make Something “Share-Worthy”

These days, it isn’t enough for your audience to like and share content related to your business. They also have to create it themselves in what’s known as user-generated content (UGC).One of the best ways you can encourage them to do this is by having a totally unique photo opportunity in the midst of your booth. Think: a large, life-sized prop of some sort or a funny face cutout board with your logo and branding on it. Don’t forget the hashtags!

Draw Attention with Games and Chill Spots

If you’re setting up shop at a trade show that’s primarily business-to-business, remember that most attendees will be on the clock when they’re wandering through the aisles. Thus, anything you can do to provide them with a fun break in the day—which they have probably spent in exhausting meetings, presentations and networking events—will be welcome. Set up a place for attendees to relax, charge their phone or play some games (with prizes, of course) to help them take a much-needed rest as they ink deals.

Host an Event or Presentation

The exhibiting portion is only part of the equation when it comes to trade shows. You can, and should, develop a full-scale trade show plan by adding sponsored events and demonstrations to your schedule. Host thoughtful industry-related panels and question and answer sessions or keep it casual by inviting leaders in your field to mingle at a happy hour or luncheon hosted by your company.

Catering to the Right Crowd — 

 There’s no one-size-fits-all formula to marketing your trade show presence, but you should bank on the things that work. Effective event marketing includes creating an eye-catching display, handing out high-value freebies and building up hype around your exhibit. If you spend a bit of time beforehand conceptualizing a strategy that plays to your target attendee, you can bet that your exhibit fees will bring a pretty impressive return on investment.

Guest Post: About the Author

Leslie Pierce is the VP of Marketing for Half Price Banners. She has a demonstrated history of working in the wholesale industry and has been with her company for over 10 years. She is skilled in luxury goods, sales, retail, store management, and sales operations.

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