Why is a cohesive theme important?

A cohesive theme helps unify your product message across pre-show, on-site, and post-show communication, reinforcing recognition and engagement.

How can social outreach enhance your booth traffic?

By contacting attendees in advance via email and social media, promoting unique incentives or appointments, you can drive more targeted and intentional foot traffic to your booth.

What is the benefit of overhead signage or sponsorship visibility?

Overhead signage, two-story builds, and sponsorship placements help your brand break through visual clutter on the show floor and attract more attention.

How does a charging station contribute to visitor engagement?

A charging station gives attendees a reason to pause in your booth longer, during which you can engage them and encourage social sharing via interactive elements or photo opportunities.

What design elements encourage more meaningful engagement?

Design elements like varied texture, lighting, three-dimensional logos, padded flooring, and comfortable seating create an inviting environment for attendees to stay and connect.

5 ways to make a lasting impression at your next trade show

written by

Christy Ricketts

We attend trade shows to solidify relationships with our current clients and to make a lasting impression with our future clients.

We all know the environment and timing needs to be just right to truly connect. As marketers and brand ambassadors, we need to open up as many opportunities as possible in the short one-on-one time frame we have available at each show. To do this, connecting and interacting with our guests is imperative. Our connection with them needs nurturing like any other relationship. To begin this process, you need a plan that begins before and continues beyond the show.

Here’s how to start your clients’ journey:

Creating a Theme

Create a theme that flows around your product. Carry that theme through your pre-show and post-show marketing and surveys. Make a landing page to keep clients engaged and provide downloadable literature. Establish a follow-up plan for the viable connections you made and institute it within two weeks of the show.

Get Social

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Today’s decision-makers take control of their event experience. Engage them in advance by purchasing the attendee list and soliciting via social media and email. Build value and hype for your product. Work in a unique one-of-a-kind giveaway or experience to entice foot traffic to your booth. Book appointments in advance with established clients and any prospects that meet your pre-determined criteria. It’s all about being connected and making the best use of the face-to-face time available at the show.

Rise to Greater Heights

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If you are in an area of the show floor that permits hanging signs or two-story units, make use of the overhead space. Creatively display your brand, logo or an artistic structure to draw clients over to see and experience the rest of your statement! Also, take advantage of sponsorship opportunities to get your name out there.

Recharge Your Batteries

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Sponsor a charging station within your space, which will get your visitors to stay and experience what you are all about. After recharging, a unique photo opportunity with an interactive element can provide an immediate photo share. This is a great way to make a lasting impression or continue the conversation on social media.

Modern Appeal

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Add textures and color to your display, such as Industrial steel, bamboo, wood or fabric. 3-D logos, lighting, light boxes are more options. Add good quality carpet with padding and comfortable furnishings to create a modern relaxing environment. This invites your audience to not only stop in, but to stay awhile promoting time and opportunity to have a meaningful conversation and truly connect.

These ideas will help you to get started. Think about your target audience and what would resonate with them. Apply those measures to your exhibit and marketing program to make the most of your time with each and every interaction at your show. After all, everyone has the potential to become a customer.

ABOUT THE AUTHOR

Christy Ricketts

Christy Ricketts is the Vice President of Marketing for North American Exhibitions at GES and an experienced exhibitor. She currently serves on the IAEE DFW Chapter Board.

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