Trade shows offer a valuable opportunity for associations to enhance their visibility, generate leads, and gain market exposure. To maximize the benefits of these events, careful planning and strategic execution are essential. For over 30 years, Bryant Christie Inc. (BCI) has partnered with associations to optimize their presence at trade shows, offering planning and management services to ensure every dollar spent adds substantial value. Our Market Development experts provide a comprehensive guide to assist associations and companies, whether attending as general participants or exhibitors, effectively navigating the pre-show preparation, in-show engagement, and post-show follow-up.
Pre-Show Preparation & Planning
Preparation for the trade show begins well in advance, often with registration opening a year or more ahead of the event. For associations, making the most of this lead time is essential. Start by marketing your presence ahead of the trade show to ensure that your members are well-informed about your participation. Highlight your presence at the event and encourage members to use the booth as a meeting hub.
For associations and companies that choose to exhibit, the planning phase is critical. Begin by designing your booth and organizing logistics five to six months before the event. Pay attention to layout, design, graphics, and signage to ensure your booth stands out and is set up efficiently. Early preparation ensures that everything runs smoothly, making a lasting impression on attendees. It is worth considering partnerships with the trade show host or organizer, as they can enhance visibility and provide branding opportunities, such as event signage, sponsored promotional materials, special mentions during the event, or prime booth locations.
Next, shift your focus on developing and distributing valuable content. Create educational materials, advocacy resources, and networking tools such as supplier and member lists, brochures, and business cards. Once your materials are set, organize exclusive events such as lunches, dinners, or social hours to further engage your audience and facilitate personalized meetings between exhibiting members and trade show attendees through a local contractor. Use your email lists and social media platforms to send out invitations. These events serve as both networking opportunities and educational platforms, allowing you to strengthen relationships and share insights about your organization.
Additionally, pre-show marketing campaigns are essential for generating buzz and drawing attendees to your booth. Utilize social media, email newsletters, and other channels to promote your presence, schedule appointments, and create excitement around your participation.
Navigating the Trade Show Experience
Once the trade show is underway, both associations and companies should concentrate on maximizing the event through effective networking. It’s important to participate in any available pre-show briefings or tours, which will provide exposure and connections. For those associations and companies that decide to participate as exhibitors, engagement with stakeholders and media can be executed by organizing workshops and seminars to discuss key industry issues and initiatives. Assigning team members to manage the setup and oversee the events ensures a seamless, professional experience by meticulously planning every detail, from location to food arrangements, in advance.
Associations and companies should actively engage with attendees with a friendly demeanor; a simple smile can help initiate conversations and make a memorable impression. As an exhibitor, you can captivate potential customers by using live demonstrations and interactive experiences to showcase products or services. To maintain engagement with your audience post-show, create sign-up opportunities using sheets or scannable QR codes. This allows you to collect contact information for future email updates on industry news, ensuring that your connection with attendees continues beyond the event.
Post-Show Follow-Up
After the trade show, follow-up is essential for converting interactions into real results. Quickly evaluate trade leads and reach out to offer special promotions. Companies should focus on closing deals, finalizing contracts, and securing both recurring and new business to maximize the return on their trade show investment.
For associations, outreach should include expressing appreciation to participating member companies that attended, as well as extending the benefits of the trade show to all members who could not attend by distributing trade leads, session recordings, and key insights.
Finally, analyze the return on investment (ROI) from your trade show participation by gathering feedback through surveys. This feedback provides insights into the event’s impact, helps evaluate outcomes, identifies areas for improvement, and shapes future strategies to ensure continued success.
With thorough preparation, active engagement, and strategic follow-up, trade shows can serve as powerful, cost-effective platforms for growth and networking. For personalized support and expert guidance on optimizing your trade show experience, reach out to BCI today and connect with our team of professionals.