How to Maximize Your Brand Presence at Events & Trade Shows

It’s tradeshow season y’all! And we are in the final stretch leading up to our 2nd annual mom inc MOVEMENT tradeshow as well. Here are some great tips to help you maximize your brand presence where ever you are exhibiting!

Although there can be no detracting from the tremendous influence that the Internet has had on marketing over the last couple of decades, when it comes to the crunch, many companies, both large and small, can have their destinies shaped by how they perform at a commercial event or tradeshow.
When company buyers arrive at a tradeshow they will have their regular suppliers on the list of places to visit. However, for those trading companies who are looking to increase their market coverage and capture the attention of visitors then every effort has been made, sometimes involving considerable investment.
There is a logic that says if a company is already investing money to appear at a tradeshow or event, if they don’t put in enough effort and invest what it takes to put on the maximum professional impression then every penny that they have invested in appearing at the event is actually a waste. In other words- if you’re going to do it- do it right.

Promote the Event and your company with it:
Doing it right means creating as much attention about your company, even before the event begins. That will mean mounting a short-term public relations campaign pushing your company’s name in front of every potential stand visitor, telling them about the event or tradeshow, that you will be displaying their and any new exciting products that you will be launching specifically for the show. This can be done through mail shots, local or even national advertising or in specific trade publications and by instilling in any sales representatives a very strong need to tell potential customers, as well as the active ones, to make sure that they visit your exhibition stand.

Get your staff ready to impress:
Preparation is all and when the day of the tradeshow gets underway, then you and your staff should be ready. That will mean having îgreetersî  waiting at the entrance with some mildly unobtrusive but still eye-catching reminder for visitors why it is so important to come to see what you have to offer.

Brand your stand:
When it comes to designing the actual exhibition stand then once again, depending on the nature of the product or service you market, then a theme should be established which will be eye-catching and attractive. If you investment budget can cover it some kind of seating arrangement where visitors can drink coffee or a cold drink and chat with your sales staff is a great way to make people want to stay and do business.
Uniformity is a great idea and should run through the colours of the stand, the uniforms that sales staff will be wearing and the literature you will be handing out. Once a passing potential client from the first impression that they will be dealing with a serious company then the battle will be half won thanks to the connections that will be made.

Putting a package like this together will involve considerable expense, vision and effort. However, the results that a successful tradeshow can bring to a company can be tremendously long reaching. So if you see a marketing tradeshow in the offing, then don’t delay in making a decision. If you feel are setting up such an operation may be too large a task for you, taking  the trouble to find a professional company who can handle this for you,  will  go a long way in making  sure that your investment will pay off.

Tim Brown is an active blogger and contributor in the business promotion industry. Over the last 4 years, he has published numerous articles on branding and business reputation. Aside from blogging, Tim is a brand consultant specialising in events merchandise such as conference bags and banners.

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