How to Help Your Small Business Stand Out at a Trade Show

The cost of running and staffing a trade show booth can be significant for a small business, but the benefits of getting in front of prospective clients can be worth both the effort and expense. In order to maximize a trade show experience, small businesses need to have their booths stand out. Here’s how to plan accordingly and implement some basic strategies around running a successful trade show booth that draws traffic.

Focus on Branding and Signage

Effectively presenting branding and signage at a trade show is the first and best opportunities to stand out and attract visitors. Signage needs to have some visual interest, either in the form of bright, attractive colors or interesting tag lines. Having success at a trade show is predicated on avoiding bland, common signage and colors that simply blend into the surroundings and make the stand indistinguishable from other booths. Portable lighting is another way to enhance the appearance of a booth. Prepare everything you need for your booth long before the show so you’ll have plenty of time to include any last-minute additions in your trade show case. This way, you’ll be ready to adapt and make changes when a new idea or opportunity strikes.

Attract and Reward Visitors

Nothing draws attention and foot traffic quite like a unique giveaway item. In fact, a promotional item can be a great advertisement as it makes the rounds at the trade show. Visitors flock to booths for promotional products that offers either real or perceived value while also being unique and fun. Everyone gives away pencils, pens, and notepads. Spend the extra time and money to come up with a strong promotional item and let it draw people in.

Make Sure the Booth is Adequately Staffed

Everyone who represents a company in a trade show booth should be well informed, familiar with the brand and able to answer a multitude of questions from prospective clients. Trade shows present companies with an opportunity to make a first impression. That opportunity won’t come again if visitors are turned off by a lack of skill or knowledge on the part of the representatives.

Keep the Message Simple

The company’s brand, product, and purpose should be discernible from the signage and presented in as simple and concise a manner as possible. Visitors at a trade show have limited attention to devote to each booth, so the booth must not only visually attract attention but clearly state its purpose and intent.

Set a Clear Understanding of Goals

All of a company’s representatives at the trade show should have a clear and concise goal in mind before the doors open. By establishing goals in advance for things like email lists, business cards or even opened accounts – there are benchmarks and ability for everyone to see progress. Having access to progress against goals, allows representatives to adjust their strategy accordingly.

A small business can leverage a trade show booth to drive interest, buzz and even sales around their product if they take the time to plan accordingly and go the extra mile with the materials.