Trade shows can make or break a company's success. So it is no wonder that companies spend a tremendous amount of effort to ensure their marketing strategy and booth presentation are designed to maximize lead generation and sales.
Because the marketplace is an ever-shifting entity, marketing methods must also change over time. Those in charge of creating a company's trade show exhibit should pay close attention to trends in the industry that effect exhibit planning. A planner who is up-to-date with these trends enhances the company's success by creating a trade show display that reflects the changing market.
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The following points are some current trends in trade show exhibitions:
1. Relationships are key. The success of an event is now not only measured in new leads or sales, but also in building current customer relationships. Current customers appreciate special pre-show meetings, leading to progressive sales.
2. Presentation, presentation, presentation. Current and prospective customers appreciate an air of professionalism that goes beyond your demeanor. Custom tablecloths are increasingly used to create a dramatic display for the product, demonstrating the company's expertise.
3. Time is limited for attendees. This means that purchasing decisions are made in multiple meetings a day. Trade show attendees are staying longer at shows to get as much done as possible. As a result, they are browsing less and evaluating specific products more.
4. Technology. New registration technology equipped with smart cards, bar coding, and magnetic strips expedite the registration process. These innovations save attendees and sponsors time and effort. Also, this technology allows exhibitors to measure quality as well as quantity with better tracking of prospect data and traffic flow.
Be sure to keep these trends in mind when planning for your next trade show. By focusing on customer relationships, having a dynamite display booth, making time for specific attendees, and staying current with the latest technology, you can steam ahead of the competition.
Current Trends in Trade Show Presentations
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