B2B Trade Show Strategies that Support Sales

By November 1, 2018 May 27th, 2019 B2B Marketing

In recent years, interest in online marketing has increased to the extent that people have entirely forgotten about the significance of offline replacement. One of those replacements comprises tradeshow marketing.

Tradeshow marketing is all about representing your organization, service or product at industry events. If you feel that tradeshows only provide returns for certain businesses, then you might be wrong.

Tradeshows provide unique insights into various industry trends and offer a remarkable marketing strategy for businesses to work on their sales and develop close relationships with customers.

From events consisting of engineering companies to the tradeshows for wedding service providers, tradeshow marketing is all about making an impact on your sales and ROI.

Some reports indicate that trade show marketing contributes a significant amount of revenue in the United States, adding as much as $12.81 billion in the economy alone. Some statistical analysts also predict that the income from tradeshows will increase to about 30 percent in the years to come.

In the marketing world, we know that there are many potential marketing channels that we can tap on, and trade shows are just one of them.

Online marketing platforms comprise various marketing channels like Facebook, Google, YouTube, and Twitter. Besides these common marketing channels, there are sponsorships, radio, TV, and billboards, etc.

All of these marketing channels differ from each other and serve different purposes. These channels depend on your target market and potential audience.

So, if you are planning to work on your trade show marketing strategy, here are some of the tricks you can use and increase your return on investment.

Prepare in advance

It is a common thing for organizations to plan and register for tradeshows only to forget about them. To attend a tradeshow, you need to stay ahead in your planning strategy.

Planning for a tradeshow is not just about booking up hotel rooms and flights for your staff; it is a strategic process that focuses on the entire aspect of the show – pre-show, during-show, and post-show.

To prep well in advance for the tradeshow, you need to plan out your strategy associated with your business objectives and goals.

Set your objectives and goals

Similar to your traditional marketing campaign, prepare your marketing strategy focusing on your key objectives and goals. By working on your objectives and goals, you can evaluate the ratio of your tradeshow attendance and its success.

By having a clear vision of your goals will ensure that your staff members are on board too.

To prepare well for your marketing goals, apply the SMART marketing strategy and determine what your goals are. SMART goals include:

  • Specific
  • Measurable
  • Attainable
  • Results orientated
  • Time-bound

SMART marketing strategy is all about making things convenient. For instance, instead of fixing a target for sales, your tradeshow strategy should be to make 30 sales of your product at the event.

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By working on your tradeshow strategy, you can easily monitor your performance and determine if your product or service is up to the standards or not. This way, you can efficiently work on improving your product and ensure that your marketing strategy meets this.

Create an impact by working on booth, giveaways, and messaging

If you have previously attended a tradeshow, you know that it is not easy setting up a booth and attracting the audience.

In a sea of booths, you have just a few seconds to impress a passerby to your booth and to achieve this, work on developing a powerful visual asset with a simple message to attract the audience.

Always have this in mind that your booth is supposed to be a backdrop and not your organizational brochure.

People crossing by should be able to understand what your business is about, and who you are as an organization.

Also, ensure that your brand is consistent and noticeable with your other marketing materials. Make sure to prepare unique giveaway items or goodie bags to stand out different from the crowd.

Launch new products or services

According to a statistical analysis provided by Tradeshow News Network, 92 percent of the attendees in a tradeshow attend to see the launching of new products.

You can use this opportunity to launch a new product or service to increase your market reach. To achieve this, track your marketing calendar and attend shows after any launches.

By doing this, you are creating hype about your product and exciting the attendees with your new product range and not by wasting their time on the products that they have previously seen.

Plan wisely

To achieve success at a trade show, you don’t need to have the biggest booth in the hall or a celebrity to endorse your product or service. You can quickly gain a large number of followers if you develop a powerful strategy, work on it and achieve results through post-event activities.

Jonathan Sellers

Author Jonathan Sellers

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