THE BRITISH LIBRARY

Innovation and enterprise blog

18 May 2017

Seven tips for standing out at a trade show

In the week of The London Business Show, our corporate partner Vistaprint have put together this list of tips for you to put into practice whenever you attend or exhibit at trade shows to make sure your attendance generates a healthy return on investment.

If you don’t have the advantage of an exhibition stand to draw the crowds, attending a trade show can still be a cost-effective way to build your brand and uncover new business opportunities. Just remember the following advice:

 

  1. Order plenty of business cards


Getting your business cards in the hands of as many people as possible should be a major objective of your trade show visit. Your business cards should catch the eye, use bold colours, and reinforce your brand identity and key value proposition.

There’s an almost unlimited choice of combinations of size, shape, colour, material and finish to choose from when it comes to designing business cards and each choice can be used to send subtle clues about your brand to potential customers. For example, if your business sells eco-friendly products then an organic business card with rustic appearance will help reinforce your environmental credentials.

You can also make your business card useful by incorporating valuable information into the design. For example, an email marketing company could use the back of their business card to show the best times for sending email newsletters. Just make sure your contact information remains clear and legible. Vistaprint has lots of tips for designing business cards that not only stand out, but increase the chances that your prospective customers will hang on to them.

  1. Promote the event

You might feel like the exhibition organisers have the promotion of the event well-covered, but why leave anything to chance? Not only will a well-attended trade show increase your chances of finding customers, but if you manage to prompt a few of your potential customers to attend via your blog and social media posts, they’ll be a lot more likely to hunt you down at the exhibition. Most trade shows will use a hashtag for promotion in the run up to, and during, the event. Use it to let attendees know you’ll be there and invite them to meet up.

  1. Dress to impress

It might sound obvious, but your attire should inspire confidence and trust in your target audience. This doesn’t necessarily mean dressing up in your finest business suit. If your customers are more interested in your technical skills, then a branded polo shirt might be a better look (and another opportunity to reinforce brand identity). Purveyors of health and beauty products might do better with clean, crisp whites, which are associated with hygiene and medical expertise.

When you’re exhibiting

Exhibiting at a trade show can be a costly undertaking.  Pitched alongside lots of other businesses vying for the attention of attendees, it takes creativity and planning to make sure you stand out from the crowd and walk away with as many new sales leads as possible. Follow these tips to maximise your impact and generate a healthy batch of new business opportunities.

  1. Catch the eye

At a large trade show, there will be hundreds of exhibitors trying to attract potential customers to their stands, so it’s essential that your little patch of real estate is easy to spot and looks enticing. Use bold colours on posters and banners and make sure the text is large enough to be read from across the exhibition hall (this will also keep your marketing messages short and succinct). If there’s an opportunity to show your promotional videos, advertisements or product demonstrations on a video screen, take it – moving images are great for capturing people’s attention.

Whatever tactic you use to catch the eye make sure it’s appropriate to your products and services. Everything at your stand should reinforce your branding and your key value proposition for customers.

  1. Use lead magnets

Lead magnets are high-value giveaways, like branded sweatshirts, printed books, or free trials of your product or service that can be offered in exchange for sitting through a sales pitch. The real challenge at a trade show is converting passers-by who are vaguely interested in your wares into paying customers, or sales-ready leads. Lead magnets buy you the time you need to accomplish this feat. Just remember to collect the contact details of your new leads.

  1. Take your best salespeople

There’s very little point bringing people to your stand if you don’t have the ability to persuade them to make a purchase or leave their details. Take only your most successful sellers and keep them motivated to stay approachable and friendly all day long. Make sure you have enough people to keep the stand manned all day and provide regular breaks so that energy levels don’t flag towards the end.

Whether you’re exhibiting or attending don’t forget the golden rule of dealing with new business opportunities:

  1. Follow up new leads quickly!

Getting the most out of your trade show appearance doesn’t just mean generating as many leads as possible but also converting as many of those leads as possible into actual sales. The best outcome would be to close sales or make appointments at the show itself, but it’s more likely that you’ll walk away with lots of contact details of potential customers who you couldn’t convert. The sooner you follow up with these prospects, preferably by phone, the more likely they are to remember you and give you another chance to convince them.

Vistaprint are a Corporate Partner of the British Library’s Business & IP Centre