Trade shows are an opportunity for businesses to showcase their products and services, engage potential clients, and achieve greater visibility with their target audience.
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These events are often organised for SMEs and startups within specific industries and sectors. They are rare and unique concentrations of possible clients and partners—something many businesses are willing to pay a premium for.
If you’re planning on attending a trade show, there are things you need to have ready. These things will help your business score big wins at such an event, and long after they end. Here’s a list of 10 of those things, presented in no particular order.
Eye-Catching Banners and Signage
Your booth is your brand’s first impression. If your banners, roll-up stands, and signage are clear and attractive, they’ll help people notice you from afar. We advise that you use bold colours and concise messaging; it’s easier to make an impression with this combination. Make sure to display your logo prominently, so that visitors immediately understand who you are and what you do.
Fliers and Brochures
Not every conversation will end with an immediate sale. But if you have fliers or brochures to hand out, then at least some people will take those home with them. That’s one way to keep your business on their minds, or in their sights. Just ensure that the design of the fliers and brochures is clean, and that they highlight your business’s unique value. They should also include your contact details and website, just in case the recipients want to find out more.
Business Cards
Business cards are still a big part of the networking experience. Many decision-makers at trade shows prefer having a physical card to reference later. If the cards are well-made, they could make a strong impression on the people who see them. As is recommended for other brand collateral, the cards should have your phone number, email, and a scannable QR code for quick digital access.
A Professional Website
Some attendees at trade shows may want to find out more about the businesses they encounter at those events. They are likely to do this by visiting the websites of such businesses. You want your website to be functional, professional, and easy to navigate. These characteristics will make a great first impression. But it’s just as important that they provide a deeper dive into your products or services. Also, make sure your site is mobile-friendly and up-to-date before the event.
Linktree or Centralised Digital Hub
A Linktree landing page, or similar tool, consolidates your social media, website, and contact details in one place. So, instead of listing out all of your social media and web contact points, you can just have visitors use a single link that takes them to that list. This is especially effective for quick, digital-first engagement.
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Payment Systems
Some trade shows allow direct sales. If that’s the case with the event(s) you’ll be at, you should be prepared with mobile payment systems, bank transfer options, or QR-enabled payment platforms. Accepting multiple forms of payment helps you capture more sales on the spot.
Data Collection Tools
Building a contact list is one of the biggest benefits of trade shows. There may be a significant number of high-quality potential leads in attendance, and you’ll want to keep in touch with as many of them as possible. This requires that you collect their contact information.
There are multiple ways to do so. They include:
- A signup sheet (paper backup)
- A tablet with a digital form
- QR codes leading to online surveys or mailing list signups
Having two or more of them with you means you don’t lose potential leads if one method fails.
Product Samples or Demos
People remember experiences more than speeches. No matter how well you market your offerings, nothing will beat the confirmation that an experience delivers. If it’s possible, provide samples, demonstrations, or live experiences that showcase your product’s value. This approach creates a lasting impression and sparks conversation.
Freebies and Giveaways
Branded merchandise like pens, tote bags, or keychains can extend your brand’s visibility beyond the event. When you give them away as souvenirs, they can increase traffic coming into your booth. They could even spark several meaningful engagements that may not have happened otherwise.
Friendly, Trained Staff
In the end, your booth’s success largely depends on the people running it. You could have the most glitzy-looking setup and still fail to scoop wins at trade shows. But with smart and courteous people holding forth at your box, there’s so much you can accomplish.
Your staff should be approachable, knowledgeable, and trained to engage quickly and effectively with attendees. A cheerful-looking team that excels at pitching your product can deliver brilliant results for your brand at trade shows.
Some Tips for Succeeding at a Trade Show
- Perfect Your Elevator Pitch: Be ready to explain what your business does in 30 seconds or less.
- Stand Out: Use interactive displays, videos, or engaging activities to draw people in.
- Follow Up Fast: Don’t wait weeks to reach out. Send thank-you emails or WhatsApp messages within 48 hours.
- Be Social Media Ready: Post live updates as the event unfolds, tag the event, and use hashtags to expand visibility beyond the booth.
- Track ROI: Measure how many leads, sales, or partnerships came directly from the trade show to evaluate its effectiveness.
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Final Word
Trade shows are avenues for showcasing your brand and growing your business. But to make them work in your favour, you need to be ready for the opportunities they present. If you have the right people, tools, and strategy, your booth can stand out and deliver lasting results long after the event ends.
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If you need help with designing your website, brochures, business cards, and graphics for your social media campaigns, please get in touch with us. Find out more HERE.
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