Preparing for a trade show can be a bigger challenge than you might think. In addition to designing and fabricating your booth, you’ll need a host of assets, including branded displays, marketing collateral, demo products, lead capture technology and more.
As you ramp up for your next trade show, audit your assets as soon as possible. If anything is missing or in need of repair, you’ll want to give yourself plenty of time. Keep reading to learn more about how to audit your trade show assets.
What’s the status of your exhibit?
Your biggest asset is likely your booth. In the months and weeks leading up to your next show, dust off your exhibit and check it for damage. Booths that see hundreds or thousands of visitors each show will probably have a few rough edges.
If your trade show partner stores your booth in a warehouse, ask to stop by for an inspection. At that time, you can suggest modifications, address any wear and tear and consider your options for the next show.
If you don’t yet have a booth, start looking at your options about three months before your exhibition. Expert designers can quickly prepare custom booths and customizable rental exhibits, but it’s always best to give them as much lead time as possible.
What kind of marketing collateral will you need?
Bringing expensive marketing collateral to a trade show is a calculated risk. Chances are good that every attendee will go home with a sizable stack of pamphlets, postcards, lanyards and pins. However, many of these objects will end up in the exhibit hall trash cans.
Exhibitor Magazine suggested bringing two tiers of pamphlets to the show. Your first tier of marketing collateral should be low-cost, perhaps a one-sheeter on plain paper. These should be placed in an easy-to-see location for anyone to grab. Your second tier should be higher quality: a glossy booklet, for instance. You should keep these concealed and hand them only to individuals with buying authority or other such qualified attendees.
Also consider using non-paper collateral. According to Exhibitor Magazine, attendees tend to respond favorably to unique textures and materials. For example, you could hand out 3D-printed drink coasters, scratch-off cards or vibrant stickers.
Ask yourself: Would I take this home or toss it away?
What technology do you need to demo your product?
If you’re going to demonstrate a product at the exhibition, you may need technology solutions to ensure optimal user experiences. Depending on your product, that could mean a computer terminal, virtual reality gear, TV displays, geofencing technology or something more specific.
In the lead-up to your next show, acquire and test each piece of technology. If your product demonstration requires some explanation, test it out on a few volunteers around the office before bringing it to the public. Trade show companies can help you rent additional gear. Plus, they can help you get your booth hooked up to the electrical grid at the show.
How is your exhibit branded?
Finally, you’ll want your booth to stand out from the crowd of other exhibitors and create a lasting memory in the minds of attendees.
Signage, colors, lighting and vertical displays each play an important role in defining your brand for a targeted audience. You can rely on your trade show partner to help you fabricate branded displays, but the partnership is more than just having access to a large printer. A high-quality trade show company can help you develop and design branded displays that spread your message in a positive, memorable manner.
To learn more about how ProExhibits can help you prepare for your next trade show, contact us today!