Turn Your Trade Shows Up To 11! Our Top Tips for Exhibition Success

Attending and exhibiting at trade shows is a huge undertaking for any business.  From the logistics to the staffing requirements to setting targets and objectives, the trade show can be a difficult proposition to execute.  The upshot of all the stress and planning that goes into making it happen is that trade shows harness enormous potential for businesses; from meeting new customers, extending existing relationships, showcasing new products to speaking opportunities, the list is endless. Indeed, with the numerous opportunities present at shows many businesses will see a positive return on their initial investment. But that is by no means guaranteed and with stiff competition at every turn it’s the little edges that are going to make a difference.  At Concept we help businesses get ready for trade shows throughout the year, helping them plan promotional drives and giveaways and so in this blog we’ll share with you some top tips from our collective wisdom over the years on how to make sure you do more than just turn up at your next trade show.


Tip 1 – Amplify Your Brand

Rest assured we haven’t gone mad with this first tip, quite clearly a major objective of any trade show participation is to increase your brands visibility.  No, the key word is “amplify” and by that we mean, how long can you ensure your brand is in front of delegates whilst they’re in the exhibition hall? Obviously, there is your stand, maybe you’ve taken an ad out in the show daily but how many times have you seen businesses give away the proverbial USB stick?  We’re guessing quite a lot. Now don’t get us wrong we think USB sticks are a brilliant give away but if your goal is brand visibility at a trade show giving  away USB sticks that delegates will only use after the show is probably not the most effective way.

So, when you are planning your show give away always be thinking about “amplification”.  It could be a branded flag that will help keep groups together when they’re walking the floor. Or a branded lanyard or even a branded bag so that delegates have a place to hold all your competitors USB sticks, who knows.  The point is be creative and amplify!


Tip 2 – Back to School – Uniforms Are Not Such A Bad Idea

Work uniforms are always a contentious topic.  Dependent on the environment they may be essential (think retail, food stores) but on the other hand they may counter-productive – think creative marketing agencies forcing employees to wear a stiff shirt and tie.

One place where they are often under used and potentially most beneficial however is the trade show.  If the trade show is all about amplifying your brand as we say above, then having your staff manning the stand or wandering the floor in branded clothing is the ideal way to do it.  Clearly, we’re not suggesting important meetings be attended to in bright polo tops but as with most things in life a balanced approach is usually the best one.


Tip 3 – Welcome People to Your Booth Like You Would Your Home

Depending on the show your booth could be base camp for your team for at least a few days or in some cases a whole week.  That’s a fair amount of time to spend in one place and as the week goes on its not uncommon for unruly food wrappers to start appearing in plain sight or for huddles of staff to congregate to chat about last nights Love Island.  Obviously, we’re all human and no one is expecting the booth to look the same on day 4 as it did on show open but if you follow the above mantra and maintain a clean, tidy and welcoming atmosphere throughout then every show will be a success.  After all trade shows are all about meeting new people and contacts and getting people onto your booth is the best way to do that.


Concept Promotional Merchandise has extensive experience in helping businesses prepare for trade shows so if you have any questions or are looking for advice then please don’t hesitate to get in touch with our team today.

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