Trade shows are back with a bang after an extended gap during the pandemic. You may continue participating in virtual events, but reworking physical presence is essential. Failing to do it means you may lose the race as your competitors resume event promotions. But making a successful comeback is easier said than done in the new normal. Budgets are tight, and events have limited foot traffic. You have to make more with less and do everything to attract the attendees to your booth. Let us share the comeback tips you can rely on for creating a successful trade show presence in 2022.
Choose the right events
Thousands of trade shares are organized in the US every year, but you cannot expect to attend them all. Even as fewer trade shows happen in the new normal, you must be selective about your appearances. Start by filtering the relevant ones according to your niche. Pick some large ones, but do not forget the smaller events as they are often more targeted. Also, be where your competitors are.
Rework your brand message
Before prepping for your first trade show in 2022, consider reworking your brand message. The audience expectations may have changed in post-pandemic times as they want to stick with human-centric, empathic brands. Your new message should resonate with these expectations. Get your branding team to work, and have the message ready on time so that you can create an impressive presence.
Invest in eye-catching exhibits
An engaging message is not the only element you require to grab the audience’s attention. You must invest in eye-catching Trade show exhibits to ensure that attendees read the message and connect with your brand. Design aesthetics, storyline, and readability of your exhibits are crucial for highlighting your message. Also, make sure they are located at strategic points to be visible. Apart from your booth, you must have enough exhibits around the event venue.
Create a compelling experience
Pandemic or no pandemic, a compelling experience for the attendees is the mainstay of trade show success. The entire time they spend on your booth should be memorable. Start by having impressive exhibits in place. Your staff should be presentable and well-trained to deliver excellent interactions. Gamification and giveaways make integral elements of a great experience for anyone who steps in.
Double up on event marketing
Building a robust trade show presence also requires a marketing plan. Ensure to include it in your comeback strategy in the new normal. You need not spend a fortune on showcasing your presence at the upcoming event. Take the easy and cost-effective route by leveraging social media platforms to reach a broader audience. Post interesting content that pulls the crowds. You can also invest effort in post-event marketing. It is even easier as you can request happy attendees to post their stories and tag your brand. A trade show comeback in 2022 need not be a daunting challenge, provided you plan strategically. Besides creating impressive exhibits, go the extra mile for the experience you deliver to every attendee who drops in.
