Trade show planning tips

Trade shows are extremely important in the world of business and networking. What better chance will you have to network with 100’s of people from the same industry, who are interested in the products or services you provide? It’s not just enough to turn up at a trade show and wait behind your stand for people to engage with your team. Without adequate planning, there can be a few bumps in the road but don’t worry as we have you covered in this blog post.

If you’re thinking of planning a trade show, then read on for our expert tips and advice.

Planning Trade Shows in Advance

How far ahead can you plan your business diary? The one thing you should always expect in business is the unexpected - circumstances, scenarios and events which force you to change course at short notice. While you can never be sure exactly where you'll be at any given point, or which tasks will be your most immediate priority, it is vitally important to plan as far as possible. Take trade shows, for instance. You know when and where these events are going to take place, often a year or more in advance. Understanding the importance of attending and playing an active part in these shows, you should make every effort to attend.

Avoid Trade Show Clashes

What could be worse than organising a fantastic trade show or exhibition at no small cost and finding that hardly anyone turns up? If you've done your research properly, this nightmare scenario is unlikely to materialise. However, if you forge ahead without gauging demand, you could be left with an egg on your face.

Many issues can crop up during the planning of a trade show but what happens if you organise an event or exhibition that clashes with a longer-established event somewhere else in the country? Unless the rival trade show is hugely over-subscribed, people just aren't going to come to your event. They might like to have been in attendance, but the laws of physics mean they can't be in two places at the same time.

Trade shows and exhibitions are planned for a long time, so you should be aware of any events that might clash with your own. It might not even be another trade show; it could be a public holiday or other special event - like a coronation or major sports final - which is likely to grab people's attention.

Choose a Trade Show That Suits Your Needs

So, you're thinking about attending a trade show or exhibition, but not sure which one to choose. You've got a few different options but can only really spare the time to visit one of them. How do you ensure you make the right choice, and opt for the show that delivers the best possible experience?

Doing a little basic research and thinking about what you're looking for from your experience, can make all the difference. Rather than simply jumping in the car and heading to events on a whim, why not check what lies in store at your destination? It is also important that the vendors attending the show are people you might like to do business with. This means they not only offer goods or services of a high quality but operate within your price range. Ask yourself, is there any point in attending a show where everything on sale is too expensive for you to buy?

What to Wear at Your Next Trade Show

Only at the most casual of exhibitions should you ever wear jeans. It is always better to look smarter than necessary than it is to look scruffy, so go for something a bit more upmarket. If you don't want to wear a suit, then khakis and a shirt or polo will do. You should also think about picking out something with plenty of pockets. Your jacket might have a few, but you are going to need all you can get. You will probably be carrying a mini office around with you in your pockets, so go for practicality over style in this area.

Tops

Again, while you want to look your best you also need to be practical. You could be on your feet all day, which could mean you end up hot and bothered. Venues like Cranmore Park have air conditioning, so you should be okay on this front, but it might be a good idea to opt for something lighter over anything too heavy-duty.

Accessories

Even if your outfit is fully utilitarian, you can still spice it up with some accessories. The key here is to be sparing. You can wear a few pieces of statement jewellery, for example, but you don't want to look like a Christmas tree. Avoid anything too excessive. Similarly, do not put on too much perfume or cologne. This can put people off, which makes a terrible first impression. A few quick sprays of antiperspirant in the morning will be much better than drowning yourself in expensive scents.

Footwear

Choose comfortable shoes, such as polished dress shoes for men and flats or low-heeled shoes in a dark neutral for women. If the dress code requires formal footwear, bring a pair of trainers to change into off-duty. You'll be walking a lot at trade shows, especially in large exhibition venues, so comfort is key.

Consider Refreshing Your Trade Show Marketing

If you're returning to the same trade show or exhibition year after year, you must have something new to offer consumers. It might be the case that you've launched new products or services over the last 12 months and are planning a drive on your most recent solutions. In this case, by default you'll refresh your trade show marketing approach, to promote what is new. But if you're largely advertising the same solutions as last year, you need to find a way of putting a different slant on things.

Some attendees will remember your stand from the previous year, particularly if they took the time to speak to you and engage with your products. If you're going to have any chance of converting them into customers this time around, you must give them additional incentive to come and speak to you again. If they are confronted with the same people, promoting the same products at the same stand - with nothing new in terms of visuals - the chances are they'll consider their time better spent somewhere else. On the other hand, if you use the same stand and they don't remember you, this is also a problem. It means your message isn't necessarily getting through, and the stand isn't succeeding as it should be in increasing awareness of your brand and the profile of your organisation.

Being lazy in terms of your trade show marketing lets your products down and reduces the likelihood of making a sale. It might only take a few hours to spruce up your stand, redesign the layout and refresh the information. Additionally, a few hours more to alter your pitch but this is time well invested if regular attendees recognise the effort, you have made and decide to come and pay you another visit this year.

Purpose-Built Conference Centre

Looking for a venue for your next conference, seminar, training session, or other event in the Birmingham and Solihull area? Look no further than Cranmore Park! We have all the facilities you need to make your event a success, including versatile conference venues that can be set up exactly how you like, and two on-site restaurants to accommodate all visitors. Our convenient location in the West Midlands makes us the perfect choice for any event. Contact us today by calling 0121 713 4450 or emailing info@cranmorepark.co.uk.