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How to maximise footfall at a trade show
10 August 2022
Organising a trade show is a mammoth task. Imagine the horror when after months of work, the stand is quiet and visitor-free. Here Leah Elston-Thompson, account director at Stone Junction, the first PR agency for the fourth industrial revolution, explains how to use PR and marketing before, during and after a show to maximise footfall to your stand.
Before the show
Claim your spot… and quickly
Whether it’s your first or fifth event, selecting the right location for your stand can be make or break. Your location should be an area with natural visibility and foot traffic. Being tucked away in a corner at the back of the hall could really hurt your chances of being noticed.
Normally, annual tradeshows begin renting exhibition spots about a year beforehand — companies can be very keen when it comes to getting the best spot because they know it’s critical.
Take a look at the floorplan, analyse the venue and choose a spot that’s right for you… and do it quickly.
Let your presence be known
Using traditional PR tactics, such as sending your press release to media partners, is a great way to gain pre-show exposure. Most trade publications display the deadline for their show editions in their online media packs, so we recommend checking in advance to make sure you’re in the all-important show previews.
Most exhibition providers also offer tools to market yourself on their respective online management platforms. For example, both Drives and Controls and Advanced Engineering, allow you to post your marketing material on their websites for free.
In addition, venues offer a plethora of paid advertising opportunities. You can place yourself on A-boards, road signs, floor tiles, animated banners — you name it. If your budget allows it, definitely consider it.
Your stand must stand out
When it comes to the aesthetic elements of a trade show, your stand forms the outside perception people have of your business as they walk past. It often is the factor that determines whether an attendee comes over to meet you or not.
The message on your stand needs to be big, bright and bold, informing onlookers from a quick glance — who you are, what you do and why they should pick you. You’ll often notice larger crowds gathered around the best-looking, most interactive stands. Achieving a good-quality stand comes down to solid research to identify a reputable exhibition stand provider that offers unique designs for a reasonable price.
Marketing your stand
Sending an email newsletter is a great way to ramp up excitement about the event with your customers. Make sure you share details of which products and services will be at the event, particularly if you have any new launches. You can even send a link to a virtual calendar so that they can arrange meetings themselves.
Similarly, arranging meetings with journalists at the event can be a great opportunity for relationship building. You can reach out to media partners in advance, inviting them to visit your stand so you can give them a tour of the products in the flesh. Another benefit of this is that they might write post-show stories about your business, maximising the coverage you’ll achieve surrounding the event.
During the show
The show daily
Many trade shows run a show daily that covers the biggest news from the event. Finding out who runs the show daily ahead of the show means you can send them the insight into your big machine launch on the day, to drive more visitors to the stand.
Work the socials
Social media is a powerful avenue for promoting your company’s trade show presence. People in attendance tend to check their phones throughout the day — by using the event hashtags across multiple platforms, the organisers themselves might give you a retweet or Instagram story mention.
After the show
To ensure you get the maximum event coverage, you can send out a post-show release detailing the news from the event. You can also write articles for LinkedIn summarising key trends and themes, to position yourself as a thought leader.
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