Marcus RichardsOver the years, trade show promotion has emerged as an essential element of brand marketing arsenal. They are great places to connect with potential customers and build out your network. But everything boils down to coming prepared with a brand engagement strategy. However, many participants come with a random approach and rely on their luck to shine. A little planning and preparation can set you up for success with a broader customer base and qualified leads flowing for your business at the end of the event. Here are some tips to maximize brand engagement and win the trade show game.
Be selective about the events you attend
Good brand engagement begins even before setting up a booth at an event. It requires you to be selective about the trade shows you attend. Relevance is the key, as you cannot expect to attract a B2B audience in a consumer trade show. Focus on finding a perfect fit by identifying your target audience and mapping out your business goals. For example, you may want to attract new clients, get new distributors, or establish your brand. The choice of the event will differ according to your goals.
Reach out to existing and potential customers
Brands that go the extra mile with outreach are better placed to win the engagement game. It should start well before the event so that the audience knows about your presence at the trade show. Send direct mails to your existing customers as they can spread the word. Social media is the best place to reach out to a potential audience. Create interesting stories and posts around the event to generate curiosity and pull the crowds.
Prioritize display designs
An attractive event booth can be the game changer to set your brand apart at a crowded trade show. Your trade show displays can attract the audience and create a connection with them. Ensure they are visually appealing and replicate your brand image as well. Placing your banner stands strategically around the event area is a good way to attract visitors to your booth.
Focus on hospitality
Engaging your audience requires more than attractive displays and strategic positioning. The real work begins when they are at your booth. The simplest way to impress visitors is by being hospitable. Have comfortable seating, optimize your booth for conversation, and train your staff to interact well with the visitors. Offering refreshments and providing services like phone chargers can go a long way in engaging the audience.
Reflect trustworthiness
Customers want to collaborate with credible brands. Engaging them becomes a tad easier by reflecting trustworthiness in your interactions and marketing materials. Be transparent and open to answering questions of the visitors. Communicate your brand values and show you care for your customers. A little extra work can add to your credibility and make the visitors stick as loyal buyers.
Brand engagement at trade shows is not as challenging as you imagine. You only need to focus on winning the attention and trust of the audience, and they will stay for good.
