5 key things to consider when preparing for a trade show

Tradeshows are a great way to advertise your business. Whether you’re looking to launch a new product, increase brand awareness or form new connections, a trade can help you realise your goals. However, like with most things in life the more you put in the more you will get out.

Let’s take a look at the top 5 things the Shout team recommend you to consider when preparing for a trade show. 

1.       Establish a strategy

Before anything else ask yourself what are the main reasons behind your exhibition. How you prepare for a launch of a new product will be completely different from if you’re looking to form new connections, thus the clearer your idea of this is, the closer you’ll be able to get to achieving it. Otherwise if you go in without a strategy, the chances are you won’t be able to recognise your goals.

2.       Choose the right promotional product

Alongside your standard business card, you can also offer visitors something useful like a promotional pen or mug. While your giveaway can often be limited by budget, handing out trolley coins, key rings and tote bags are often low cost yet popular options, and people are much more likely to talk to you if you’re giving them a gift.

Alternatively giving people a bag or a hat is a fantastic idea, as anyone who has visited your stand will in effect be a walking advert for your brand. Also choose something bright to display on your stand as this will attract attention, and to create a buzz on the day let people know that they will get a gift in advance through your marketing communications.


3.       Set a budget

Trade shows aren’t cheap these days, with many shows asking you to pay at least 2K in advance. Yet while the costs of exhibiting at a trade show are high, the rewards can make the cost of attending seem insignificant in the long run.

As well, trade shows can often bring about hidden costs so preparing a detailed budget ahead of time is a great way to ensure that your money is spent wisely.  

4.       Plan your follow up in advance

The follow up has to be the one of the most important parts of your preparation. There is no point gathering an abundance of contact information to then not utilise it. Make sure you send new contacts an email or a quick call no more than a few working days after the event, this way you’ll still be fresh in their mind. 

5.       Test Your Product

Of course, you’ll also need to test any products which you’re demonstrating or giving away. Make sure in the weeks leading up to your event you have a run through exactly how the products work. Even some of the simplest of designs can experience issues, so make sure you take time to be familiar with the products. 

Final Thoughts

The power of face to face communication should never be overstated and by exhibiting at tradeshows it gives your sales team a fantastic opportunity to showcase their communication skills, and help them meet and form connections with new people.

If you have any questions about tradeshows or how Shout can help you maximise your return on investment with promotional marketing, then get in touch today.