Trade shows and markets are an incredible opportunity for businesses to connect with each other and with potential customers. There is no shortage of trade shows and markets in Hamilton, either: From the massive OCBC Annual Conference to wedding shows and comic conventions, there are almost endless opportunities for businesses in every niche.

To succeed at a trade show, you need to know what your goals are, what your trade show display will look like, and what kind of marketing materials you want to distribute, among many other things. This guide will teach you everything you need to know to get trade show-ready: 

Why Trade Shows And Local Markets Matter For Business Growth

Reaching Local Audiences Face-To-Face

From meeting with fellow business owners to selling products directly to new customers, trade shows and local markets help you create real connections with real people. You’ll find opportunities to collaborate with local businesses, tell locals about your business (and tempt them with free samples), and even make sales right at the show.

Boosting Brand Visibility And Credibility

Beyond sales and networking, your presence at a trade show or market tells people “I’m here, I’m local, and I’m real”. In a world filled with fly-by-night online brands, it’s helpful to develop a physical presence, even if you don’t have a brick-and-mortar store. Trade shows and markets help you do exactly that: They get your brand out there and boost your credibility. 

Setting Clear Goals For Your Event Presence

Why are you going to the trade show or market that you’re planning on attending? Broadly speaking, there are four reasons to go to a trade show or market:

• To sell things
• To network
• To build brand awareness
• To do market research

Your plan might involve doing one or two of these things; it might be to do all four. Each of these items is, however, a little too vague to really help you hone in on what you want from your display. By honing in on exactly what it is you want to accomplish at the show or market, you can determine:

• How much space you need
• How much staff you need
• What your display should look like

Ask yourself a few questions to get a better sense of your goals for the event:

• Are there particular products that I want to highlight or sell?
• Can I sell products directly at the event, or do I just want to generate leads?
• What games or attractions can I use to draw people to my booth?
• Have I been to trade shows or markets before? Do I know what works?
• What is the theme of the trade show or market I’m attending?
• Who is my target audience?
• How much time do I want to spend visiting other booths?
• Do I know other business owners who are attending the event? Do I want to set up my booth near them?
• How many people will be attending the event?

By asking yourself these questions (and any other questions that come to mind), you can hone in on the amount of space you’ll need, how your display should be, and the number of people you’ll need attending the booth.

For your first trade show or market, it might make sense to keep your display relatively simple; you may not get as many visitors, but it will give you a chance to do some market research. Better yet, attend some events in person before attending as a vendor; that gives you the chance to understand the vibe and aesthetic before committing to a display. 

Choosing The Right Type Of Display

Pop-Up Displays, Retractables, And Backdrops

You can prepare for trade shows with professional displays that are easy to set up: Pop-up displays, retractables, and backdrops are three key elements of simple, effective trade shows and market displays.

Pop-up displays are available in a variety of sizes, from tabletop displays to massive backdrops. Pop-up and retractable banners are another great choice because you can put them in front of your display to attract a crowd from a distance.

The simplest trade show displays might include a portable table, a custom table throw, a pop-up backdrop, and a retractable banner. Keep the branding across all of your displays consistent; the same colours, the same logos, and the same fonts (though calls-to-action can differ). Simple is usually best; high contrast, easy-to-read text will attract more people to your booth! 

When To Use Custom Booths Or Modular Systems

A custom trade show booth is always a good idea when custom means “designed for your brand”; here, however, we mean with custom-designed elements like curved LED screens, locked display cases, and interactive displays. These can be an excellent choice for high-value trade shows, where you expect to generate incredible leads or connections with other high-value stakeholders.

Modular systems are a great option for businesses that plan to attend multiple different trade shows; modularity means you can add or subtract elements from your trade show booth depending on the size of the event. They also allow you to customize your trade show display for the theme of the event, swapping out graphics, products, and more. 

Design Tips For Maximum Visual Impact

Using Colour And Font Strategically

Trade shows and markets are busy places; there are hundreds or thousands of different displays competing for attention on the trade show floor. Want to stand out from the crowd?

• Use contrasting colours
• Use bold, sans-serif fonts

We recommend you use no more than 2 or 3 colours on your banners, flags, backdrops, and other displays; a background colour with a contrasting font (usually black or white) is all you need (though a simple accent colour can help, too). Keep the colours consistent with your branding; a background that contrasts with your logo can be a nice touch, too. 

Creating A Clear Call-To-Action

Why should market or trade show attendees visit your booth instead of the dozens, hundreds, or thousands of other booths they can visit? Because you offer something no one else does.

Help your trade show team attract a crowd with clear calls-to-action. Freebies are a big one; a giant wheel and a banner advertising free prizes can help. Advertising free samples at a market is a great idea, too; if you’re selling food, the smell of something being cooked can be its own call to action. Don’t discount the interplay between great visual impact and other senses!

Clear calls-to-action give potential customers a reason to visit your booth; create a banner, put the call-to-action on the banner with clear, contrasting text, place it in front of your booth, and watch trade show attendees form a crowd. 

Must-Have Materials For Your Booth Or Table

Banners, Flyers, Business Cards, And Samples

When enthusiastic attendees are showing up at your booth, you better have something to give them. People attending a trade show want to leave with swag; freebies are one of the oldest marketing tactics in the book—because they work.

We’ve already discussed the importance of banners; they’re essential to attracting attendees to your booth. Other exhibitors will have banners, too—but they might not have swag. Here’s what you should bring:

• Flyers explaining what your business does; consider putting a coupon in every flyer
• Business cards with a member of your trade show team’s contact info; these business cards can also double as coupons if you’re feeling creative
• Samples of products that your business offers

Don’t have samples because you work in intangibles? Bring branded swag. Magnets, pens, small plush toys, fidget spinners, water bottles; anything that fits your brand and is easy to fit into a swag bag! 

Digital Add-Ons And Interactive Elements

QR codes that bring people to a coupon for your services? Interactive touchscreens that help people browse through your products while they wait in line to greet you at your booth? Light-up displays that highlight your product displays?

All great ideas.

Interactivity makes a trade show display that much more engaging and memorable. Digital technology helps you stand out from your tech-free competitors. Put them together, and you’ll have an unforgettable trade show display that attracts a massive crowd. 

Pre-Event Setup And Logistics Checklist

Want your next trade show to go smoothly? Follow this checklist!

• Ensure that all your staff members who are attending the trade show are properly trained on setting up the display.
• Go over a sales pitch with each team member; elevator pitches are a must at trade shows (organic connection is, too—they don’t have to follow the pitch perfectly).
• Go over a few product demos if applicable.
• Check that all of your marketing materials and trade show display items are packed and ready to move.
• Review travel plans with your trade show team.
• Double-check the floor plan to ensure that your staff members know where to set up the booth.
• Connect to the event’s Wi-Fi.
• Take pictures before attendees arrive to post on social media; this can attract more attendees to your booth!.

Attracting And Engaging Attendees On-Site

We’ve already covered a number of ways you can attract attendees: Custom trade show displays and freebies. Branded shirts, hats, and other wearable swag can also help staff members attract attendees to the booth.

Once attendees have arrived, it’s time to start repping your company. Both existing customers and other attendees are going to visit, and you should greet them all with the same enthusiasm. You might have a detailed marketing plan, but there’s no perfect script for trade shows; try to really connect with each and every attendee. 

Offer swag and business cards. Answer questions. Ask questions! Don’t make any assumptions about who might be a good customer for your business; trade shows attract people from all walks of life, and someone who looks bedraggled might just be exhausted from making the rounds across the trade show floor.

Remember that most of these customers are going to be top or middle of the funnel. They want to know what makes your brand special, what makes your products and services different. Don’t just give them an explanation and hand them a business card; try to get their information (draws can be a huge boon for this) to nurture the lead. 

Post-Event Follow-Up For Long-Term ROI

Lead Nurturing And Email Follow-Ups

Lead nurturing and trade shows go hand in hand. You should be striving to get people on an email list or to get their phone numbers. One of the easiest ways to do this at smaller shows and markets is to run draws; have people put their information on a sheet, then run a draw for a prize.

Another excellent way to nurture leads is to encourage social media followers. Tell attendees that you’re running a contest on social media after the trade show or market; get them to like and comment on a post associated with the trade show to enter. This can help you get valuable demographic information, create engagement on posts, and design future content to nurture those leads.

Finally, you should send follow-up emails. Those emails should be personalized where possible, especially for high-quality leads; mention the person’s name, what you talked about at the trade show, and how you’d like to proceed. For higher quantity leads, less specific follow-up emails with discount coupons can be a great marketing tactic! 

Work With Experts To Create High-Impact Displays

Trade shows and market displays that are created by experts can help you achieve your business goals and land more potential customers. 

At SpeedPro Hamilton, we offer trade show displays and booths, as well as banner printing and stands. We help Hamilton businesses like yours find success and promote their brands at every trade show or market they attend. Attending a trade show or market this year? Get a professional display from SpeedPro Hamilton.