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WHAT DO ATTENDEES WANT FROM TRADE EXHIBITIONS?


By Joe Harrison

Events can be used to draw in new clients, establish your brand, and learn more about other companies within the same industry. However, before you begin generating the leads you are after, you must consider the needs and wants of your attendees.

The American Speedy team has put together this list of ideas that can help you appeal to event attendees and keep them engaged during a trade exhibition.

Establish Your Company’s Brand Identity by Sending Personalized Invitations

If you want sales leads, you may need to appeal to each potential attendee individually. Instead of mass-mailing numerous identical and impersonal paper invitations, try sending customized emails addressed to each attendee. This will give the attendee the impression you are legitimately interested in them. In your email, inform the reader of the goal of your event. For example, is your event an educational one? Do you intend to teach the attendees about a particular topic? Make sure you give your attendees have a reason to go.

Give Planned Breaks and Plan One-On-One Interactions

Your trade show attendees are there because they need your service or product. If they weren’t, they wouldn’t attend in the first place. This places you in a unique position of power with a somewhat captive audience. With this said, you don’t want to overload your attendees with information. The human attention span is relatively brief, so you will want to keep your engagement short and sweet. Make sure everything you and your team says has meaning and weight, and always put emotion behind your words.

To avoid information overload, consider giving your attendees brief breaks. During breaks, they can simply relax or ask your team questions. They can also browse stations and speak with each other. Breaks are excellent opportunities to introduce yourself to each attendee and make a lasting impression.

Stand Out and Give Attendees Something to Remember Your Company

If you are attending a trade event hosted by someone else, attendees must have a reason to visit your display. With so many companies at the event, you must find a way to make your company stand out. Use bright colors and aesthetically appealing signage, displays, and branded giveaways can entice people to visit you instead of other companies.

Remember to hand out brochures, business card, or something tangible attendees can hold on to. Brochures are helpful, especially for attendees with the shortest attention span. Your brochures can also give attendees a deeper look into your brand identity.

Use Technology to Your Advantage

An easy way to edge out the competition is to use technology to your advantage. Create a slide show or video explaining your company’s offerings near your booth. There is a myriad of racks and stands available to help you mount your television or screen, and the event host may even offer them for free. The visual appeal of a television or screen will always draw in interested clients.

Engage with Potential Clients Via Social Media

Social media has taken over the world, and in modern times, even the most obscure businesses engage with customers and clients via Facebook, Twitter, and Instagram. You must incorporate social media into your marketing strategy, or you will simply be left behind. Before attending or hosting an event, engage with your followers on social media. Invite them to attend your booth or event, and you can even use your page to answer any questions they may have about your company.

Discuss Your Marketing Strategy with American Speedy Printing Today!

Attending or hosting a trade show doesn’t have to be intimidating or boring. You can create emotionally compelling exhibitions that draw customers in by appealing to their needs. The key is to never underestimate the power of branding and client experience. Contact American Speedy Printing Marketing Print Mail Signs to discuss our unique and proven market strategy services.

Joe_Harrison
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.