Trade shows are among the most important and expensive advertising venues today. They help companies that have products or services that could interest customers to spread the word about their company. Trade shows involve the movement of products or services from one organization or individual to another, usually in exchange for cash. Economists commonly refer to such a network or marketplace as a retail market. The products or services that are traded may include: machinery, food, vehicles, chemicals, and even intellectual property. These markets can be highly saturated with competition, but they still represent a huge potential for growth.

It is not enough to just set up a booth at a trade show and hope you will attract some customers. You must do everything possible to ensure that your attendees will buy what you have to offer and will come back to purchase future items from your company. You must give them compelling information about why they should choose you over the other exhibitors and show them the benefits that they can get from doing business with you. At the end of your presentation, encourage your attendees to visit your company’s website and sign up for future exhibits. Doing so can not only get them to buy from you later, but it can also increase the amount of traffic you will have to your website and increase your brand exposure.

Give your attendees a reason to want to return to your exhibit. After you have met with your exhibitors, decided on your price and promotional strategies, and made sure that your website and booth are visually appealing, you must make sure that your remaining assets to help your attendees to remember you and your company. Attendants at a trade show may come and go from your booth, but there will likely be some who stay and you want to ensure that they will spend time learning more about what you are offering. If your graphics are outdated or your brochures look sloppy, invite your attendees to take home something that is more attractive than what they are carrying with them.

Consider renting out space in trade shows and other conventions centers. You can pay significantly less for advertisement at these venues than you would at convention centers, and you have an advantage over your competitors because you already have your face and brand established. Consider renting a banner stand, pop up displays, kiosks, banners and backdrops. Many times, smaller companies don’t have the resources to invest in these kinds of options, but they can be very successful if you offer them something unique. These small details will allow you to create an inviting environment that will help your attendees make a lasting impression.

Keep your booth and exhibit updates timely. After you have attended a few trade shows, you will become somewhat familiar with the type of people who attend, the demographic, the types of products that they will be interested in, and the questions they have in common. This type of information can be the key to making adjustments to your booth or exhibit before your next visit, so keep this in mind when you are setting up your next trade show. Make sure that your attendees do not only get a glimpse of your booth or exhibit, but also get a feel for your company, what you do, and what kind of products and services you provide.

Finally, you need to build brand recognition with your trade show attendees. One of the easiest ways to do this is to provide a line or round table where your potential clients can meet and mingle with other attendees. Take the time to greet each individual and discuss your products, services and ideas in a friendly manner. Not only will this be more likely to attract new leads to your booth, it will also help you develop relationships that will be vital to turning those leads into actual sales.