All animals, humans included, are creatures of habit. We learn how to survive, then follow those routines day after day. Trade shows are no different. Exhibitors and attendees find their safe space and get comfortable: same shows, same people, same message.
When it comes to trade shows, many exhibitors don’t have a detailed plan on how to market their company. They purchase a display, which they think is the key to a successful show. Your exhibit may be the star of the show but it’s only one element in a comprehensive strategy.
Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.
Some companiees will hint at it. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a marketing textbook.
You probably don’t consider smartphones and trade shows as having much in common. After all, one is small enough to hold in your hand, and the other is a large attractive display in an exhibit hall. However, you might be surprised at how similar they really are.
What are the best ways to turn trade show visitors into paying customers? Try the following tips to show off your business in the best light and attract great, loyal customers like bees to honey.