- Establish measurable goals and create a plan
- Align team members with your goal-based plan
- Design signage that helps meet your objectives
One of the best conversations I have with customers is about strategizing for a tradeshow. There are so many opportunities to draw in customers and prospects for face-to-face conversations about your business.
These in-person discussions often lead to new business opportunities, strategic partnerships, and, of course, business growth through increased sales of your product or service.
Before I even talk to customers about new signs and banners, though, I want to know about their goals for exhibiting at the tradeshow.
Prepare for a Tradeshow By Understanding Your Goals
Many business people or companies approach tradeshows with the same mentality each year. This is what I do. This is where I go. These are the people I talk to. These are the leads I typically generate.
When I talk to customers, I like to take it back a step. Let’s start with your goals of why you’re even attending the tradeshow in the first place.
- Are you promoting a current or new product/service?
- If a current product, have you seen interest grow or wane in recent years?
- If a new product, have you set the strategy to promote the product/service?
- How many leads do you think you need to generate for this product/service?
- Do you need to convert customers on-site or simply schedule follow-up calls?
- What are the demographics of the people you want to talk to?
The answers to these questions will help you pull a game plan together heading into the tradeshow. Then, you can align the tradeshow game plan with your business objectives to ensure you are pursuing actual business goals.
Prepare for a Tradeshow By Communicating the Plan
Once you have a plan in place that is aligned with your business goals, take steps to communicate the plan to the team that will be representing your company at the tradeshow. (If you run a solo operation at tradeshows, consider writing down your gameplan so that you hold yourself accountable for following through.)
- Engage your team by explaining the “why” behind tradeshow participation.
- Ensure that your team pursues the best attendees that fit your target demographic.
- Equip your team by sending them to the tradeshow with amazing signs and banners!
Prepare for a Tradeshow With Signs and Banners That Convert Prospects to Customers
Once you have your baseline established, you get to the fun stuff — creating the designs for custom signs and banners to take to the tradeshow.
At a basic level, all sign and banner creations should match your branding. But perhaps even more important, they need to appeal to your desired customer.
If you’re marketing a high-dollar solution to an upper-level decision-maker, you want the signs and banners to appeal to that person, not be so general or broad that you attract general attendees with no real buying power, interest or authority.
Essentially, the signs and banners should support the message about your product or service to attract the right person to your booth.
As for the actual signs you design and take to the tradeshow, you may consider a combination of:
- Vinyl banners to promote your company from a distance
- A-Frame signs or Pop-up banners to display the product or solution you are promoting
- Tabletop mini banner stands with contact information and important details
- Table-front banners to highlight your brand
While you can get started on designing tradeshow signs and banners right now, I recommend that you start with your gameplan. Have a clear plan for exhibiting at the tradeshow, then start thinking about designing signs that will attract the right people to your booth.
If you’d like to have a conversation about how to prepare for a tradeshow and be successful with signs and banners, contact us today. I’d like to have a conversation about your specific business needs.