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Tailoring Your Trade Show Booth to Your Target Audience

In order to create a trade show booth that engages attendees, it's important to understand what motivates them.

Like any marketing venture, the best way to reap results in your trade show attendance is by understanding your target audience. Your preparations – practicing your presentation, creating marketing collateral, and organizing your giveaways – are all jobs that are company-focused.

Another important element that factors how your business is perceived on the show floor is your business’ actual exhibit. In order to create a trade show booth that engages attendees, you need to first understand them and then create the experience they are seeking.

How to Attract and Maintain Attendee Attention

  • Start Long Before the Event. 

    Your outreach shouldn’t start on the trade show floor; it should start prior to the event. Reach out to known attendees in advance, letting them know you’ll be at the show and invite them to meet with you. You can do this through social media and personal outreach via email or by phone. Be sure to include your booth number and details on what you’ll be presenting at the show.

  • Pay Attention to Your Booth Layout. 

    Your booth is the first thing that attendees see when walking by your space on the show floor. Depending on the show, you may have hundreds or even thousands of competitors vying for the attention of attendees, so it’s critical that your display stands out and properly represents your company. With a custom trade show booth, every element can be tailored to your exact needs and position your business in the best way to meet your goals. Make sure you ask yourself these questions before planning a custom exhibit.

  • Use Your Best Personnel. 

    Anyone working your booth should be an excellent representation of your company. Attendees are coming to your booth for information, so any personnel inside the booth should be friendly and knowledgeable about the product or service. The impression your booth personnel makes on attendees can shape how they view your entire company.

  • Make Everything Convenient

    . Most trade show attendees are actively seeking products and services just like yours. Make their experience as easy as possible by listening first, and then provide them with the information they are looking for. Remember, trade show attendees want to know what’s in it for them and how your company can provide them with value. By providing specific answers based on their unique needs instead of opting for a one-size-fits-all approach, your chances of turning them into long-term customers greatly increases.

Set Your Business Up for Trade Show Success

If you’re currently preparing for an upcoming trade show in Orlando or abroad, contact Rockway Exhibits. Our team of dedicated professionals has helped hundreds of companies design eye-catching trade show exhibits that help them achieve their show goals. Finally, our team also provides assistance with logistics leading up to the show as well as show floor services the day of the show, so you can focus on making the event a success.

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