You've spent months developing your product, booked the stand and printed the banners, but people still walk past. It's a common problem at trade shows, and there are practical ways to fix it.
Here are our top tips for getting visitors to stop, engage and remember your product.
1. Create an experience, not a sales pitch
Visitors at a busy show tune out sales pitches. An experience lands far better, and interactive technology is one of the easiest ways to create one.
Virtual reality, augmented reality and interactive 3D apps let people explore your product for themselves, see it working in its real environment, or look inside it. They're memorable for the person trying them, and they draw a crowd: people stop to watch someone in a headset. For a technical product that is too big, too heavy or not yet built, it may be the only way to show it on the stand at all.
2. Show how your product solves their problem
People want to know how your product will help them. Lead with the benefit and keep the conversation on their problem, not on every technical detail. You can send the full specification in a follow-up email.
3. Have a backup for when your team is busy
However big your team, there will be moments when everyone is talking to someone and new visitors are left waiting. Many will simply walk on.
Banners, leaflets and live demonstrations help, but an exhibition video playing on a loop does more. It catches the eye from across the hall and explains your product while your team is busy, so interested people don't slip through the net. See how we make exhibition and trade show animations.
4. Tell people you'll be there
Many of your social media followers and email subscribers will be at the same event. Let them know beforehand that you're exhibiting and exactly where to find you, and use the run-up to preview what you'll be showing.
During the show, use the event hashtags and tag the organisers. Your posts may be shared on their channels too.
5. Don't forget your existing customers
New leads are the goal, but exhibitions are also a chance to strengthen existing relationships. Invite current customers to the stand, show them what's new, and give them a reason to keep coming back.
In summary
- Create an experience with interactive technology to draw a crowd and make your product memorable.
- Focus on the customer's problem, and follow up with the detail.
- Use an exhibition video so no visitor goes unanswered.
- Promote your attendance on social media and email before and during the event.
- Look after the customers you already have.
For more on launching a product, read how to promote a new product or service as a B2B company, or get in touch to plan your next show.
