Building a Trade Show Marketing Plan, Part 2: Brand Experience ~ Promotionally Yours, Sheri Breaux

Building a Trade Show Marketing Plan, Part 2: Brand Experience

Posted on February 17, 2016 by Phil Peden

In a world of online stores, e-blasts, video conferencing, and social media connections trade shows offer you a unique opportunity to tell your story face-to-face.
95% of people say face-to-face meetings are essential for long-term business relationships. With face-to-face interactions making such an impact, getting that customer face time at trade shows can be critical for your business. Trade shows offer a chance to give customers a personal experience with your brand that they just won’t receive anywhere else, especially for those without a brick and mortar store. Visitor impressions aren’t limited to personal interactions with your booth staff either, the entire trade show booth ­­– signage, promotional items, marketing materials, and product displays – need to work together to bring a complete brand experience to each visitor.
Since there is a lot riding on this personal customer experience, we’ve come up with a list of things to help make it a good one.

Staff Apparel

Why does your favorite sports team wear a uniform? It makes them easy to identify. Staff facilitating your trade show booth should have a cohesive, on-brand look. Your brand advocates should be easy to identify among the masses even if they are not at your booth. The type of apparel also leaves an impression. For example, a casual t-shirt says something completely different than a performance polo.

Giveaways

Promotional products are a staple of the trade show experience. The right promotional product can pay dividends long after a person visits your booth. Your promotional items should reflect your brand, be useful (or fun) and speak to your target audience. A well-crafted and designed message on a quality product will ensure your audience remembers you long after the event. An eye catching promotional product also creates envy among other show goers creating a “Where did you get that?” buzz around your booth. Always be sure to include contact information on your promotional giveaways.

Floor Plan

It’s not just a booth. It’s a way for visitors to experience your brand, quite possibly for the first time. Its layout should be inviting and draw people in. Remove barriers like tables away from the front of the booth. The booth’s design should be simple yet compelling, featuring a bold graphic and your brand messaging. Your booth staff, marketing materials and promotional products should tell your brand story to potential customers.

Promotion

Not everyone will be able to attend a trade show, let alone see your booth. Use social media tools to bring your trade show exhibit to the masses. Post live updates and photos on social media to give people that can’t attend a glimpse of the experience. Post video interviews or tours of your booth to YouTube or your website. A trade show can be a gold mine for social media interaction.

Everything at your booth should work to draw in potential customers and have them leave with a positive brand experience. The goal is to have them remember that experience long after the event. My next post will explain how to capitalize on the great interactions you just had at your booth.
Contact your HALO Account Executive for help planning your trade show experience and be sure to download our free white paper “Booth! There It Is” for tips on how to build an awesome event.
This is the second in a series of posts identifying three key promotional opportunities to maximize your trade show presence. (Read Part 1 – Booth Traffic)