Tricks,The,Trade,Making,Your,S marketing Tricks Of The Trade: Making Your Trade Show Booth Stand Out
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Most companies find that the general buying public is much more easily impressed at a trade exhibition than industry insiders and members of the industry press. Yet almost all fields will host industry-only events, open solely to professionals within the field and a select few members of the press. If you can create a buzz at a closed show, then you are well positioned to have media coverage after the fact. In order to create a buzz, you need to know how to make your company stand out from hundreds or thousands of your closest competitors.Step 1: Use Industry Knowledge To Your AdvantageWhen you are attending an industry-only event, you have home field advantage. You know exactly what someone in your field would consider novel or interesting because you are a part of that field yourself. Trust your instincts during the design process; if you believe that a particular idea will draw attention during the show, you are probably right.In addition, you know best what kind of attention span your visitors are likely to have. Does your field encourage lingering and scientific discovery? If so, then you can probably focus more on distributing information and less on encouraging visitors to stay. But if you are in a field where only the eye catching and most novel trade show booth will receive attention, you will need to adjust accordingly. Step 2: Reconsider Every Aspect Of Your Trade Show BoothUnless this is your first event, you likely have some type of trade show booth that was designed for a previous event. This exhibit may work again, but it may also be designed for a broader audience than you will be presented with. If it is too broad, you will almost always fail to attract your much more narrowly focused audience, and you will fail to see the maximum return from your trade show booth.If you worked with a company to design the exhibit, you may be able to work with them again, tweaking your existing display rather than creating a new one. However, if you are attending a major trade exhibition or an invitation-only event, an entirely new design may be well worth it. Many closed shows will give awards for innovation in exhibit design, and these awards are often picked up by the press. Even a single piece in the media could mean hundreds of new leads for your company. Step 3: Using The Best EmployeesWhen hiring staff for your closed exhibition display, you cannot afford to hire anyone without industry knowledge. Anyone staffing your booth should be prepared to answer questions about your product without appearing uncertain. Remember that your product will be under scrutiny, and that even a single flaw could cause negative repercussions if that flaw is noticed by a reporter or possible purchasing company. To make the most out of exhibiting at exclusive industry events, be sure to take the proper precautions, including trusting your experience, reconsidering the design of your booth, and employing capable staff. Article Tags: Trade Show Booth, Trade Show, Show Booth, Industry-only Events
Tricks,The,Trade,Making,Your,S