Trade shows are still as ubiquitous in the business world as suits and briefcases, and there's a show for just about every industry — as well as every subset of these industries — at some point during the year. Yet it's worth considering whether these events are still worth attending and, if so, how attendees can get the most out of them.
The main consideration is whether the investment you are making in your appearance at a trade show will deliver returns, either directly in terms of sales or indirectly in terms of exposure to both your colleagues and the media.
Many companies attend trade shows more out of inertia than a belief that they are getting the most out of the show. This is when appearances at these shows is least valuable. Some of the questions you need to ask yourself before committing to your next trade show exhibit include:
- Am I making valuable contacts in the industry at this show that I don't already have?
- Are there other events that would present better promotional opportunities, either because the show is more aligned with my industry or it does a better job of promoting itself to the general public?
- Is there sufficient media attention at this show?
It's difficult to overstate the importance of creating a unique trade show experience for your visitors so that they remember your exhibit and follow up with you after the event is over (though you should be following up with leads as well). If your booth looks like every other one on the trade show floor, you stand a much smaller chance of winning any kind of business or good favor with your industry. Unfortunately, many companies don't take this very seriously, and so they show up to their show with a basic display that shows too little creative thought.
There are a few things you can do to spice up your exhibit so that it delivers a return on your investment. These are largely aesthetic choices, but in a trade show environment, visual appeal is of the utmost importance. With hundreds or even thousands of booths to look at, the one with visual excitement is going to do the best job of bringing in visitors.
- Don't neglect lighting for your booth. Think creatively about how you can enhance its appeal by adding color washes, custom gobos with your logo and motion. Don't assume that the lighting in the event center will be enough for people to properly see your exhibit. By adding your own lighting and gobos, you can have more control over your presentation.
- If you're selling a product, let people see it and use it. Demonstrate its capabilities. Don't have display models that aren't functional.
- Use a microphone if you anticipate having to speak to large groups at one time. If people are crowding around your booth, it can be difficult for those in the back to hear you. In addition, if the event is indoors, you'll be competing with noise from other booths. A small amplification or PA system will help fix this.
In the end, attending a trade show is only worth it if you make sure that your booth will draw in spectators and effectively promote your product or service. This is the tail that wags the dog when it comes to determining whether a presence at these events is valuable.
Having your company's logo projected as a custom gobo is a terrific way to add professional polish to your trade show booth. Gobosource.com can help you create a design that draws in viewers and creates a beautiful impression of your business even before you begin speaking to them. Contact us today for more information!
