5 ways to maximize value for your business at trade shows

Photo by Brett Sayles

If you own a small business, there is a good chance that you have probably participated in a trade show or a vendor booth at some point in time. If you haven’t, someone may have approached you about having a booth or a table at a local function or chamber of commerce event. While to some, these events might not seem like the most innovative and exciting method of acquiring new customers, they can be extremely effective avenues for small businesses to get leads.

Much like any method of marketing, simply doing the bare minimum will most likely not generate a return on your investment. In fact, you may end up taking a loss or damaging your brand’s reputation. For example, if you decided on having a booth at a local event and the representative you selected to greet visitors who walk by with curiosity about your business is less than enthusiastic, you may steer some individuals who could potentially become new customers away from your brand and toward a competitor. Aside from enthusiasm and professionalism, you will want to attempt to lead your prospects who visit your booth into the next phase of the sales funnel after the event through a call-to-action.

If you decide to purchase a booth at an upcoming trade show or local event, here are five ways to maximize value for your business.

Capture customer data

Access to information is critical to marketing a business in today’s landscape. If you have a booth at an event with a lot of prospects who fit within your brand’s target customer profile, consider creating a unique way for visitors at your booth to opt in to your company’s email newsletter directly onsite. This will give you an opportunity to stay top-of-mind with prospects by providing product updates, upcoming events that your business might be hosting, special offers and more, giving these individuals a reason to purchase your product.

Give an exclusive offer

When it comes to marketing, timing is everything in many cases. At a trade show, you have a golden opportunity to convert prime prospects to customers by way of an exclusive offer. If you offer a service, consider giving visitors a free trial. If you are a brand that sells products, consider giving an aggressive percentage off their first purchase as an incentive.

Give product samples

If you are a bakery that makes a mean cannoli or a coffee shop that makes the best vanilla latte in town, consider offering free samples of your product to attendees at the show (if the event allows for it). What better way for prospects to try your product than directly in front of a representative of your brand who can answer any questions they might have.

Offer clear and easy ways for customers to access your brand

If you have a booth at a trade show, it should be a major priority for your brand representative to guide prospects to an extension or an outlet of your brand beyond the show. An example of this would be clear signage on your booth’s table that showcases your brand’s website and social media handles. Present a call-to-action for prospects to inquire about more information at a determined destination. In short, make it as simple as possible for anyone to purchase your product by removing as many layers as possible. If not, you may lose prospects to a competitor.

Go above and beyond in customer service

A first impression is absolutely critical to earning business from new customers. When a prospect visits your booth at an event, you will want to do everything you can to “super” serve their needs. Greet them with enthusiasm and make them feel valued. After all, your customers are your brand’s lifeblood.

What experiences have you had at trade shows? What advice do you have for other businesses? What success stories do you have? We want to hear from you. Share your insights with us at @MarketWren with hashtag #TradeShowSuccess