Successfully participating in a trade show event benefits your business: advertising, visibility, credibility, generating new leads and clients, and networking with past clients and other vendors and business associates.

But for a successful event, you must have a well-designed booth to provide the most exposure and garner the most attention. The following list comprises the essentials and a few extra ideas to help your business reap the benefits of a trade show.

1. Location, Location, Location

The location and size of your booth are the first things you must consider when signing up for an event. Not all events allow you to choose your location, but if you can, you want to try to get a booth close to the entrance or exit or on a corner. These locations will have the most foot traffic and room to work with.

The more foot traffic, the more people who will see your booth.
When preparing your design, you must know the square footage you are working with. This information will be valuable when determining the size of signs, posters, tables, and all other props and products needed to fill the space.

2. Signage

A large, visible, and clear sign that can be seen and read from a distance is one of the essential elements of your design. People need to know who you are and what services or products your business provides. Ensure that your sign (or poster or banner) matches your branding and includes your trademarks for recognition.

Also, if you have a slogan that will help people remember who you are and what you sell, be sure to include that on the sign or have it visible elsewhere. The purposes of these elements are to provide for name/product/and service recognition. Trademarks, signature looks, and branding help customers remember your company.

3. Information

Your booth must have plenty of available and portable information readily at hand. Buy plenty of flyers, brochures, postcards, and business cards to distribute at the trade show. Some people may be very interested in your product, but for whatever reason, they do not have time to stay and chat with you.

Or you may be busy discussing your services with another potential client. You want every person who stops by your booth to have access to information and leave knowing why your company, products, and services are the best.

4. Catch the Eye

Be different than the hundred surrounding booths. Use color, pictures, videos, and displays to draw in the eye and the customer. Have displays for the show attendees to look at and capture their interest.

5. Catch on to Social Media

Social media has become the fastest way to spread information. Weeks before the show is scheduled, start advertising that your company will be there. Send out event invites. Also, post pictures, use hashtags, check in to the event, and continue to post while you are at the show.

6. Approachable and Knowledgeable Booth Attendants

The employees managing your booth should be clean and professional in dress and appearance. They need to be friendly and approachable, but most of all, they should be knowledgeable about the products and services offered by your company.

The trade show attendees are genuinely interested in your products and services will have questions your employees need to be prepared to answer. An ill-informed employee can have devastating effects on your company’s image.

7. Demo Your Product or Service

Have examples of your products or services that are available for demonstration. Even better, let future customers try out your products for themselves at the show.

8. Swag and Giveaways

Everyone likes free stuff! A simple and cheap way to lure potential customers to your booth is with a candy bowl. But, if you want to offer longer-lasting and more enticing swag, ensure it is usable and somehow ties into your brand. You don’t want to waste a lot of money on something people will toss into their junk drawers when they get home.

Another excellent way to capitalize on everyone’s love for all things free is to offer a giveaway. Have the show attendees sign up for the chance to win one of your products or services. This allows you to collect information for hundreds of individuals interested in your offering. With this information, you can build a contact list to make ‘not-so-cold-calls’ or send out flyers to help build your client base.

After the trade show, it is important to reach out and contact individuals who have expressed interest in your products and services as quickly as possible. Continue posting on social media and thank people who stopped by or helped out somehow.

If you’ve participated in a trade show event or are a frequent attendee of such events, comment below! Let us know what strategies have worked for you or what you want to see more of at trade shows.