With the New Year in full swing, it is time to start talking about the latest trends expected to influence events in 2016. The trade show world is a competitive place so in order to stay on top of your game, here are a few things exhibitors should consider when planning for the new show season:
Perform a year in review: What did you do last year that you don’t want to repeat? What was memorable? What did you spend? Discuss the areas you have room to spend this year and ways to you can cut back (for example, you can save on drayage, installation, storage, etc. with a lightweight, modular booth)
Set show goals: Whether you are looking to launch a new product, educate your audience, boost sales or simply grab the attention of passersby at your next event, it’s important to determine why you’re exhibiting. This will set the tone for everything from your pre-marketing tactics to your booth design and actions on the floor.
List must-attend shows: Research the history of the show to see who exhibited last year and what people said about it on social media. Also, get a full grasp on the audience that will be there…has the attendee number been steady over the years? Does the audience fit with your demographics? You can also ask your top 10 customers what shows they attend to help you identify events specific to the industries that use your products/services most.
Address the booth design: Trade show exhibits set the stage for that critical first impression…the impression which can make or break your success at an event, and if done right, can help you successfully meet your sales objectives but we must keep in mind, there is a life cycle to all displays (which depends on how often it is used). Not to mention, trends in design and functionality change over time, so it is important to think about things like objectives, graphics, footprint, setup time, portability and materials to ensure all of these pieces still fit your goals and vision.
Think outside the box: One of the best ways to generate interest and create buzz on the floor is through interactive components. There are many ways to enhance your booth’s overall message and engage visitors on a deeper level while attracting more attention, and not to mention, *studies have shown that if a message is presented in multiple formats, it is retained longer in the memory. Just remember, no matter how amazing your technology is, digital engagement can never replace personal interaction. The combination of both is what will truly make an impact on your visitors.