Marketing conventions and promotional industry events have long been heralded as valid advertorial channels and resources. Setting up trade show booths and stands is an ideal tactic for businesses looking to increase advertorial initiatives in various, but specific, capacities. These particular events afford companies an excellent opportunity to mingle with the attending crowd, further brand message, network with key contacts, generate leads and even close a deal during the day's session.
Marketing Convention Success: Beyond Your Business Trade Show Displays
Yes, trade show stands and trade show displays make an excellent business investment. However, simply acquiring trade show stands and then blindly navigating through the marketing convention circuit without a specific course of action can prove a foolhardy endeavor with dwindling, if any, return on investment. In order to truly capitalize on the opportunities that abound at these venues, a business must first strategically outline all the many components associated with event participation. Keeping specific, important factors in mind throughout the before, during and after periods can help your business ensure optimal ROI on your marketing exhibit and display investments.
Choosing the most relevant marketing events to participate in is an important first step toward success. If this is your company's first attempt entering the promotional venue realm there are some critical factors to consider. Choose industry-specific functions over regional ones to ensure the crowd is particularly interested in your product and not just local to the venue. Also, purchasing passes to attend a convention as a guest is a great way to determine if the function makes sense for your organization.
Once the schedule of events has been determined, the next step is to ensure your staff understands exactly what is expected of them and how to implement flawless execution in various scenarios. Role play different approaches from the crowd and help them learn how to manage the unexpected question, concern, etc. If necessary, create loose scripting to help them stay focused on the most important pointers and facts to convey. Practice ways in which they gather business cards, take down mailing information and generate future leads for the organization. Most importantly, make sure that everyone who will be representing your business in trade show booths with your company name understands how to politely and respectfully greet anyone stopping in.
Finally, always have a post-convention sit down with everyone who was involved in the event in any capacity. Analyze what worked and why. Also, be sure to set aside ample time to discuss items that may have proven a bit challenging and strategize ways to make sure they are easily managed in the future.
When it comes to maximizing the return on investment of trade show booths, continuously monitoring and analyzing the pre, during and post event components is a critical factor. Understanding each piece of the convention puzzle is the only way to truly capitalize on these promotional functions and ensure your business stands out in the competitive crowd.
Skyline Canada offers front running designs and customizations for trade show displays and trade show stands in 9 convenient locations. Want a signature promotional look for your trade show booths for maximum marketing impact? Contact Skyline Canada or visit the company website today!
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