Creating a Memorable Brand Experience at Industry Events
Are you dying to make an impact at the next industry event?
Trade shows are how deals are closed, partnerships are formed, and brands get discovered. However, most exhibitors make zero impact.
Year after year, companies show up with a boring temporary wall setup. They throw some giveaways at people walking by. Hope some leads bounce their way. But never invest in a real trade show strategy.
That's going to change after reading this article.
By spending time and money at trade shows, brands increase recognition by 76%. But only the ones who stand out from the crowd. To get those results, you need a strategy that wows people and has them buzzing about your company long after the event ends.
Here's what you'll discover:
Why Brand Experience at Trade Shows is Important
How to Design an Attention Grabbing Booth
How to Keep Attendees Engaged with Your Brand
Tips to Win at Post-Event Follow Up
Why Brand Experience at Trade Shows is Important
Ok, but why does experience matter so much?
Let's say you're an attendee walking the show floor. You have a long list of booths you want to check out. But time is limited. You know you won't make it to them all.
81% of attendees recall at least one booth they visited at a trade show. But what makes them remember that booth? Six months later? A great brand experience!
Hiring a quality trade show booth builder is going to separate you from all the businesses who "skipped" that step. Your booth is your chance to wow the crowd. Utilize that opportunity.
Think about it. When you've walked around an event what booths do you remember stopping at? The one with an ugly temp wall and a table full of brochures? Or was it the booth that immersed you in their brand and kept you there for ages?
That's the kind of booth you should strive to create.
Engaging every aspect of your booth will make all the difference. From booth design and layout to lighting. Partner with an experienced exhibition stand company London and let the pros take care of it for you. Providing custom builds that align with your branding and maximise results.
How to Design an Attention Grabbing Booth
Okay, but how do you grab peoples attention? It's simple. Attendees are attracted to booths that stand out.
Yes, you heard that right. 48% of event goers say attractive booths are where they visit first at a trade show.
Understanding how to grab that attention is half the battle. Here are some basics:
Make sure your branding stands out. From far away attendees should know who you are in seconds.
Include interactive and engaging elements. Whether that's screens, products to try out or live presentations.
Make your booth welcoming. Booths with open entrances that allow people to walk through are far more inviting.
But how you design your booth should be a reflection of your brand.
Your booth should give people insight into what your brand is about. An outdated tech company isn't going to attract many prospects if their booth looks like it too. Make sure that your booth design, fit cover and colour schemes match your brand.
This will ensure that attendees not only visit your booth. They'll remember it.
How to Keep Attendees Engaged with Your Brand
This is where most booth designers fail. They create amazing booths that no one visits. It's not enough to just wow them with your booth. You need to keep attendees engaged once they walk through those doors.
Interaction is key. The goal is to create experiences that attendees will enjoy. That means training your booth staff to actually talk to people. Have real conversations, not just pitch your product.
Training staff is just part of it. You should also consider…
Interactive product demonstrations that allow visitors to see your product in action.
Cool booth giveaways that are useful. Not junk (pens nobody wants)
Photo ops to encourage social media interaction
Live talks or presentations taking place at your booth
Stop making trade shows all about selling. 92% of trade show attendees go to events to discover new products. That is your opportunity to shine.
Successful brands at trade shows treat each visitor like a potential partner. Listen to them, teach them and show them how you can help.
Here's the fun part…Trade show visitors share their experiences with an average of 6 more people.
Yes, you read that correctly. All those little moments you create for your booth visitors have the potential to reach way more people than you could have imagined.
Tips to Win at Post-Event Follow Up
Ok, you've impressed everyone at your event. What now?
Here is where most brands drop the ball. Collect a bunch of business cards, send a boring follow up email a week later then sit back waiting for leads.
That isn't going to get you anywhere.
If you want to be a successful exhibitor you better have your follow-up game strong. The amount of time that goes between your follow-up and the event matters. The quicker you can follow up the more likely that attendee will remember your conversation.
Here are some things to keep in mind:
Follow up with leads ASAP. Ideally within 48 hours.
Segment your leads. Not all leads are created equal. Identify your best prospects and target them.
Share your event content. Videos, blogs, social media posts. Lets extend that reach even farther.
Analyse everything. How many leads became sales? What was your cost per lead? What went well and what didn't?
Ok, now you have their attention at your event. 72% of event attendees say they are more likely to buy from someone they met at a trade show. But that sale won't happen on the floor, it happens after the event.
Don't let those hot leads turn cold.
Wrapping Things Up
Creating a lasting impression at industry events takes strategy. Not just the biggest booth or coolest giveaways.
Every single interaction your customers have with your brand at the show matters. Successful brands know that and use it to their advantage. From your booth design and layout to your post-show follow up. Ensure you are putting thought and strategy into every detail.
And that is where trade show booth builders come in. You want to work with a company that will bring your vision to life. You dream it, they'll build it.
Trade shows are a goldmine of potential customers. Visitors are ready and willing to buy. They just need you to guide them there.