Trade Show Engagement Tactics & Booth Marketing

A successful trade show booth does more than display a company name. It gives attendees a reason to stop, start a conversation and learn more about your business. Clear branding, an inviting booth, knowledgeable staff and well-chosen promotional products can work together to create a more engaging experience for visitors.

Make Your Booth Easy to Understand

Trade show attendees often make quick decisions about which booths to visit. Your company name and primary message should be easy to see and understand without requiring someone to stop and read a large amount of information.

Keep displays organized and avoid overwhelming visitors with too many competing messages. A clear presentation can help attendees quickly understand who you are, what you offer and why they may want to speak with your team.

Give Attendees a Reason to Stop

Product demonstrations, contests, games, samples and other interactive activities can provide natural opportunities to begin conversations with attendees. The activity should support your marketing objective rather than distract from it.

When possible, choose an activity that relates to your company, industry or event theme. Even a simple interaction can make it easier for booth staff to introduce the business and learn more about the visitor.

Choose Promotional Giveaways With a Purpose

Promotional products can be an effective part of a trade show program when they are selected for the audience and campaign. Pens, tote bags, drinkware, stress relievers, tech accessories and other branded items can provide attendees with a useful reminder of the company after the event.

The best choice is not necessarily the most expensive product. Consider who will receive the item, how it will be distributed, how it relates to your message and whether it is something the intended audience is likely to use.

Use Different Giveaways for Different Visitors

Not every booth visitor needs to receive the same promotional item. An economical giveaway may work well for general booth traffic, while selected prospects, existing customers or scheduled appointments may receive a different item based on the purpose of the interaction.

Planning giveaway levels before the event can also help control your promotional budget and make sure you have appropriate products available for different types of visitors.

Coordinate Your Booth Branding

Booth displays, staff apparel, name badges, printed materials, bags and promotional products should present a consistent company identity. Using coordinated logos, colors and messaging helps connect the different elements of your trade show presence.

Make the Conversation the Priority

A giveaway can attract attention, but the interaction with your booth staff is what allows you to learn about a visitor's needs. Staff members should understand the purpose of the event, the company's key message and what information should be collected from interested prospects.

Rather than simply handing out products to everyone passing the booth, use promotional items as part of a larger conversation whenever appropriate.

Plan for Follow-Up Before the Show

Trade show marketing should continue after the exhibit closes. Decide in advance how leads and customer contacts will be organized and followed up so valuable conversations are not forgotten once the event is over.

Follow-up communication can refer back to the event, provide requested information or continue a conversation started at the booth. A coordinated plan helps connect the trade show experience with your ongoing sales and marketing efforts.

Build a Coordinated Trade Show Program

Effective trade show marketing brings together booth presentation, staff interaction, printed materials, promotional products and follow-up. Each part should support the same objective and provide visitors with a consistent impression of your company.

Garrett Specialties can help you select promotional products for trade shows, conventions, conferences and exhibit programs. For assistance choosing products for your event and audience, call 1-800-320-1510.