Whether it’s your business’s first trade show or you’re a seasoned exhibitor preparing for a new event, the hustle and bustle of planning for shows never ends: tickets, sponsorships, hotel rooms, marketing collateral. It’s enough to make anyone's head spin. At Printdesigns, we understand how overwhelming a first trade show can be. We’ve helped thousands of first-time exhibitors make killer debuts with professional and attractive displays. We wrote this guide specifically for beginners in the hope that it will help you be successful at your first trade show.
Why do trade shows still matter?
In this evolving digital age, trade shows remain one of the few places where businesses can still connect with their clients and prospects on a personal level. It is a unique opportunity to showcase new products and gather market feedback while developing long-term relations with clients. The fact that a business has an exhibition stall at an event suggests legitimacy, and the way you present your brand can significantly influence how well you are perceived (not everything is still digital remember). If you are going to invest money and time in a trade show, that display needs to look good. Plenty of tools are available to ensure that your first time at a show is a positive one.
Getting the Basics Right
Before you start designing your stand or considering the logistics, familiarise yourself with the basics. This includes the audience, the venue layout, and rules about stand design, availability of electricity, and time allotted for putting the stand away afterwards. And, of course, what do you want to get out of an event: is it brand awareness? Potential lead generation opportunities? Maybe even product sales?
Want your first-time exhibitor stand to be lined up for success?
Here’s how to prepare the perfect event stand. The choice of a shell scheme or space-only plot will make a big difference in your startup stand. You’ll likely need back walls, flooring, or self-supporting stands, based on how bare the shell is.
But don’t wait till the last minute; success at trade shows is in the minutiae!
Designing a Stand that Works Hard for You
This is your store’s front. It should suit your brand, catch the eye, and entice people to it. Stand design’s secret is simplicity. Within seconds, individuals should know who you are and what you offer. This results in bold branding, precise language usage, and design that practically compels people to interact.
Looking for business stand ideas as a first-time exhibitor? Our Pop Up exhibition Stands are extremely popular with first-timers since they can be put together quickly and easily. Our Fabric Display stands are both lightweight and transportable, with no visible joins or connectors; they also come with a contemporary finish. Thirdly, another popular choice is our Foamex panels which are a cost-effective technique to customise your space when dealing with shell systems.
Remember, your display is only as good as your goals and finances, so no matter what you go with, make sure it’s robust. A well-thought-out stand screams proficiency before anyone gets a chance to say a word. Check out our blog, The Essential Guide to Shell Scheme Graphics, for an in-depth look at how to make the most of your exhibition space.
Planning Your Print and Promotion Materials
Once your display is finished, you will need to print out your back-up materials. Brochures, flyers, business cards, and promotional goods are additional touchpoints for consumers and can push your message out further than just using your display. Whatever you print, keep it in a design that coordinates with the display and communicates its message.
Consistency is crucial. Your logo, color scheme, and messaging must be immediately recognisable across your visuals. It doesn't just make you look good; it also makes it easy to remember you. Additionally, if you’re introducing a service or product, a clear handout or takeaway including pricing, advantages, and contact details is crucial.
Many respondents will be getting dozens of handouts thrown at them (quite literally), and all of these handouts will be full of information. So, ensure that your handouts earn a second look. Who you bring to the show can also be just as important as how your booth appears. Your team should be approachable, educated and engaged. When visitors come, their initial perceptions will be linked to your company as a whole.
Review the points mentioned above ahead of time and make sure that you create answers to frequently asked questions. Instead of just hard selling, attempt to establish connections and ascertain what people require. If you are collecting data or leads, make sure there is a straightforward, GDPR-compliant system in place.
Comfort also counts. Trade shows may be exhausting, and your employees should be prepared to support you in remaining energised and presentable throughout the day. Trade shows demand strict goalkeeping, and your achievement is contingent on how effectively you manage your time. From print production to courier delivery, every stage of your planning should be planned and mapped out in advance. At Printdesigns, we recommend reserving your exhibition order two weeks before the show. This will enable you to examine the artwork, authorise the proofs, and create any necessary modifications as required. Our team is always on hand to recommend suitable lead times, and we are used to meeting event deadlines, which means if you’re unsure, just ask us.
What happens after the show?
Many exhibitors put so much energy into the show that they forget the important bit, what happens next?
Don’t let those hot leads go cold: send them a thank-you email, a connection request on LinkedIn, or even schedule a follow-up call. Evaluation is necessary: what worked well? What would you do differently? Ask your team for feedback, look at the metrics you were attempting to achieve in the first place, and think about your next move.
Every show you attend will help you to perfect your approach for the future. Things to focus on might include improving your stand design, refining your pitch, or training your team for better engagement. You might start to select events that attract a more relevant audience targeted towards your product or service. You might also consider revisiting your promotional materials or even investing in interactive elements. You may also want to consider experimenting with different lead capturing techniques as this can help to expand your knowledge on what works best to secure your ideal customer.
Remember, small improvements can lead to significantly stronger outcomes the next time around.
Preparing for your first trade show can seem like an overwhelming task but remember, a well-planned strategy, combined with the right equipment, and a reliable print partner will ensure that you will be rewarded for all of your hard work. The connections you create and the exposure you gain will add to your confidence at the show which will help move your business forwards.
So, if you’re planning on attending your first show and want additional information about displays, prints, or just need recommendations on what to bring, we’ve got your back. Our team at Printdesigns has helped many organisations like yours, and we can’t wait to assist you in your journey. Why not take a look at our exhibition display stands to see if anything suits your needs?