3 Marketing Trade Show Strategies That Create The Wow Effect
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Network marketing trade show strategies are crucial for building professional relationships, establishing partnerships, and generating leads. However, with so many companies competing for attention at such events, it is important to stand out from the crowd.
Branding plays a key role in helping companies create a lasting impression connecting with potential customers or partners. Brains are wired to feel connections with other people instead of thinking through facts and information. We are built to build relationships with people and when we translate that to business, it can be difficult to know how to effectively do so.
I recently went to a Small Business Expo Miami 2023 event and noticed that half of the companies had booths that were lacking messaging, branding, and/or marketing materials. Did many stop at these booths? Probably not. I didn’t because I couldn’t tell immediately if they could help me or not. I didn’t know if what they were offering was relevant to my needs.
In this blog, we will explore the reasons why people have connections with certain companies through branding and not others at a business networking event. We will examine three key marketing trade show strategies: messaging, exhibition look, and marketing material.
Messaging is a critical component of a company’s branding strategy and a key factor in attracting prospects at marketing trade show events. Effective messaging should be concise, clear, and memorable. When developing messaging for a business networking event, companies should consider their target audience and the event’s purpose.
For example, if the event is geared towards a specific industry, messaging should focus on the company’s expertise and how it can benefit potential clients in that industry.
Messaging should also highlight the unique value proposition of the company. This is what sets the company apart from competitors and makes it appealing to potential clients or partners. By focusing on the company’s unique selling point, messaging can help differentiate the company from others at the event and make it more memorable.
What I saw at the event left me unsure of:
- What it was that they were offering
- What was unique about their brand compared to a competitor at another booth, and
- Why did I really need it?
I stepped into the booths that I was interested in and listened to the representatives, because I was genuinely interested in their product or service. I walked past the booth that had no clear message and I did not stop to find out.
55% of brand first impressions are visual.
I had little time to try to find what they were offering and I didn’t want to approach someone when I had no clue what made them unique, so I went to the brands that were consistent with their messaging.
Even at this trade show event, branded messaging should be consistent across all channels. This includes marketing material, banners, printed materials, social media, and verbal communication. Consistency helps build trust and credibility with potential clients or partners. When people hear the same message repeatedly, they are more likely to remember it and associate it with the company.
#2: Exhibition Look
Marketing trade show strategies includes the exhibition look. The look refers to the physical appearance of the company’s booth or stands at a business networking event. It should be visually appealing and attention-grabbing. The goal is to make the company’s booth stand out from others and attract potential clients or partners. This is your only opportunity to make a first impression and grab the attention needed to communicate your brand message.
One way to achieve an attractive exhibition look is through the use of color. Colors evoke emotions and can create a specific mood or feeling. Companies should choose colors that align with their brand and messaging. For example, if a company wants to convey a sense of innovation, it might choose bold, bright colors. If a company wants to convey a sense of professionalism and trust, it might choose more subdued colors.
In addition to color, the exhibition look should also include graphics, banners, videos, and signs. These elements can be used to convey key points to quickly and effectively communicate the brand message, unique position, and key benefits. The visuals should be consistent with the company’s brand and messaging and should help tell the company’s story in a memorable way.ies
“The most successful method for attracting attendees was having an eye-catching exhibition stand with 48% of respondents choosing this as one way they increase footfall.”
Some of the booths at the event didn’t have banners or signs. Many passersby wouldn’t stop at these booths because they didn’t have an understanding of what the company was offering. Make sure that you have a full booth with banners and signs to make your company stand out.
#3: Marketing Material
Marketing material includes any collateral that a company uses to promote its products or services at a business networking event. This can include brochures, flyers, business cards, or any other printed or digital materials.
Marketing material should be visually appealing and easy to read. It should also be consistent with the company’s branding and messaging. The material should clearly communicate the company’s unique value proposition and how it can benefit potential clients or partners.
39% of prospective clientele could walk away because of the way a business card may be presented or designed.
In addition to traditional marketing material, companies should also consider using technology to enhance their marketing efforts. For example, digital displays or interactive exhibits can help draw attention to the company’s booth and create a more engaging experience for potential clients or partners. These efforts are also marketing trade show strategies.
In conclusion, branding plays a crucial role in helping companies stand out at business networking events. Effective branding can help create a lasting impression and establish connections with potential clients or partners.
The three strategies discussed in this blog: messaging, exhibition look, and marketing material are all essential components of a successful branding strategy for business networking events. By focusing on these strategies, companies can differentiate themselves from competitors and make a lasting impression on potential clients or partners.
I hope to see you at the next networking event and if you need help with your messaging, booth, or marketing materials please book a complimentary strategy session with us.
Zachy Lenau is a 20+ year corporate accountant, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing consultancy agency.