Once on-site, it is imperative your brand recognition efforts don’t suddenly halt at your booth set up. As attendees are passing through the exhibits, the architecture of your booth and its design will be the first thing to catch or divert their attention. If you do not feel confident in your booth’s ability to draw a crowd, it may be time to revisit the design of your booth setup. If designed thoughtfully, a booth can act as an extension of your company’s brand, values, and overall professionalism.
An eye-catching booth combined with some unique swag is not for mere aesthetics but bestows your team the tremendous privilege of gaining traction and face-to-face time on the trade show floor. There are so many variations of booth setups and swag available in this current market that could draw in a whole new realm of clientele and conversations. Take the time to transform your booth into a declarative brand statement and give your team all the tools they need on the floor to bring in business.
Set Visibility Goals
From the minute you sign on as an exhibitor, it is crucial to solidify your goals for brand visibility at each show. Brand awareness can be increased in a few ways such as panel participation, sponsorship opportunities, and networking events. The scale of your visibility should align with the size of the conference and seriously consider the potential return on investment. There’s no need to go all out with printed materials, swag, and beyond for occasions that are not going to be financially beneficial for you in the long run.
In terms of panels, having your company represented onstage is a feat of recognition. Any circumstance where your team can show off their expertise is an automatic win. On the other hand, sponsorship opportunities and networking events will require a lot more of marketing’s efforts. For certain sponsorship opportunities, like breakfasts or cocktail hours, very little will be required of your team’s efforts. The breakfast or cocktails will be served, and the staff will take care of most of the arrangements. Yet, there remains a lot of room for your brand to be centered beyond a sign that acknowledges your sponsorship.
When coordinating your contracts, investigate how your company can add a few personal touches to the atmosphere. It could be as simple as branded napkins, coasters, or koozies for the drinkware, or as extravagant as a photobooth setup that gives everyone pictures to take home with your logo all over it. The possibilities to show off your brand by creating engaging and interactive experiences for attendees are endless.