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Is Your Brand Ready For The Big Show?

by Greg Olson

Trade Show BrandingYou have invested in booth space and travel to attend a trade show to showcase your products and services. You have just seconds to engage people and get them to remember your brand and make it clear why they should do business with you.

Ask yourself a few questions as you get ready…

– Are you ready? Have you put together a sales and marketing strategy?

– Is your team ready? Do they know their roles at the trade show?

– Does your exhibit represent your brand? Is it from the 80’s?

Now consider these key points as you bring your brand alive at your next trade show or event.

1. Marketing for trade show success.
Consider these exhibition industry facts:

  • The average trade show attendee will visit approximately 26 exhibitors.
  • 76% of attendees arrive with an agenda of exhibitors they plan to visit.
  • As many as 3 out of 4 exhibit visits are preplanned.
  • Less than 20% of exhibitors utilize targeted pre-show marketing campaigns.
  • Put together a pre-show marketing campaign to reach out to prospects, customers and journalists. This can include direct mailers, emails, and updates to your website. At that same time, you should have your post show marketing ready. Don’t wait until after the show to finalize messaging and offers.

Cranium Tip: Have plans to help your brand grow from your trade show efforts.

2. Do you know your 3, 10, 15, 30-second pitch?
Trade shows and events are some of the best places to share your story, face to face. Practice your pitch and make sure you have a short version to grab the short attention span of the attendees.

Cranium Tip: Practice your pitch on customers and employees before the show.

3. Be ready for industry journalists
Industry journalists are key to getting your message out to the masses. Make this creative and memorable. Summarize key points of your brand story that will make any journalist want to feature your company.

Cranium Tip: Have social media quotes in your press kit for journalists to use.

4. Dress for your brand’s success.
This is one of those exercises you can ask your team about, and then see what responses come back. If your brand were to dress up and go to a meeting, what would that brand wear? Would it wear a suit and tie? Would it wear branded golf shirts? Or would everyone be wearing branded fedoras?

Cranium Tip: Don’t be sloppy and unprofessional. Dress for success.

5. Update your exhibit
Does your exhibit represent your brand? Is it updated? Are your products and services ready for the modern world but your exhibits are still outdated in both appearance and messaging?

Exhibitors_handbookIt doesn’t have to cost a fortune to update your exhibit. There are many cost effective options for making this happen. Take a look at this catalog (http://www.exhibitors-handbook.com) for ideas to update and add new elements such as iPad stands, new graphic backdrops, or new lighting.

Cranium Tip: Make your exhibit relevant to your brand.



Consider these key points when bringing your brand to trade shows or events. Having a well thought out strategy along with an updated exhibit can drive more leads and revenue.


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