Trade shows are often thought of with mixed emotions in the business community. On the one hand, there is not denying the kind of positive impact they can have on your business, but they are also expensive and require a great deal of time, energy and effort. If you are going to invest the time, energy and effort of sending employees to represent your company at a trade show, you want to make sure you get a maximum ROI or the most bang for your buck. Just renting a booth and sending employees is not enough. You want to make sure that in an ocean of similar products and services, yours really stands out. Displays are one way you can do this. Here are 4 benefits of having a display at your next trade show.
1. Draws attention
There is a reason that no matter how dangerous billboards are proven to be, they are still a basic staple on American roadways. Why? Because the same reason they are dangerous is the same reason they are effective – they draw attention. In fact, they are so effective that even knowing it is dangerous to move our eyes from the road and look at them, we still do. You need a display for the same reason marketers still pay big money for billboards.
2. Gives information
There are sometimes hundreds of stands and pop up exhibits at a trade show and most attendees don’t have time to stop at every booth to see what they are offering or what they are about. If it is not readily apparent who you are, what you do and what you are offering, you are not only missing out on people who might be genuinely interested in your product or service, but you’re going to spend a great deal of time explaining it to people who just aren’t interested. Having a good, solid display that states up front who you are and what you do is going to draw in interested parties and allow you to spend your time building a relationship with them instead of spending it explaining things to the uninterested.
3. Makes you memorable
Going back to the idea that there will potentially be hundreds of presenters at any given trade show, you don’t just want to draw people in at the show, you want to be sure they remember you later as well. The majority of your sales will probably not happen at the show itself, but after the fact. People are most likely to contact or respond to follow up from presenters that they remember. While you can certainly do a number of things to capitalize on that initial contact, such as immediately entering contact information into an e-mail list and sending out a quick follow up within a few hours, even their response to that will be dependent on whether they remember you 15-20 minutes after walking away from your booth. The more dynamic and interesting your display is, the more likely they are to remember it and you. The more strong their memories are of your display and your company, the more likely you are to gain their business in the future.
Whether your display is a series of giant video screens, a simple banner or a stationary display that offers an overview of your business and what you have to offer, capitalizing on the opporunities that a trade show has to offer is dependent on making both a powerful first impression that draws people in as well as a lasting one. Almost any trade show is a target rich environment that should be like shooting fish in a barrel, but your success is still dependent on what kind of ammo you are using. A great display is one tool every business should have in their arsenal.
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