You have decided to be a vendor at a marketing event and are excited to show off your products to eager new clients. You’ve used social media to create hype and get people to attend and you’re ready to be a success. The only problem is, how do you stand out in the crowd?

There will be dozens or hundreds of other marketing booths lined up, row after row with the same objective as you: attract people to their table and get orders. Your stand not only has to draw buyers in, it has to keep them there so you can effectively begin to develop a sales relationship with them. What are the secrets to a great marketing booth? Below is a quick beginner’s guide on creating a successful event marketing booth that will attract the attendees. By following these ideas you will set yourself up for a prosperous exhibition.

#1. Get the Best Location

Location, location, location right? It works in real estate and works at trade shows too. You want your stand in a place where people are more likely to stop and check you out. Consider these factors:

  • Be close to the front but not at the front (Corner booths are the best – you get the attention of the attendees on both aisles)

When people enter an event, they can be overwhelmed at first. They may walk past the first few booths until they settle in.

  • Be near washrooms and food court

People gather and linger in these areas. Catch them when they are idle. Also, people who are hungry are less engaged (the ones heading to the food courts) so being close to food and drink attracts re-fueled attendees.

  • Be close (but not too close – you want them to see you, too) to big brands and sponsors

This is where the heavy traffic is. You can benefit from their reach and pre-marking, getting their overflow to check out your stand.

#2. Build Curiosity through Signage

This is a great way to plant a seed. By placing banners or flags just outside the event, you will get your brand in people’s minds. You can also put signs up around the event (as permitted) to reinforce your business. Then when people come across your booth it will trigger a memory. Make sure all your signage matches with logos and your messaging.

#3. Invest in Your Stand, Invest in Your Business

You came to this event to attract new business so you need to be “attractive.” Spend time designing your stand on paper, well before the event. You may even want to create small models – the traffic is important as to how it flows through your booth.  Make sure it looks like you want it to look. Don’t go cheap because you only have one shot at it. You need to have as many bells and whistles as you can get and the more flash the better. But – don’t overshoot your budget.  If you will be attending more than one show, then it makes sense to increase the budget.

This one event (if it is your only one) can set up your whole year so this is the time to shine. Make a real effort to create a booth that people can’t walk past. If you put in the time and effort it can pay huge dividends over time.

#4. Event Display Must-Haves

You need a display that shows who you are and what you do for everyone to see when they come to your booth. Having the right visual graphics to tell your story is vital. Build upon that with these 4 must-haves on your front banner:

#1. Write a Great Headline

Keep your headline clear, simple, and catchy will get your message across. Keep it short and catchy and pick the perfect font for your brand. The shorter the headline, the larger it can be on your banner and the easier it will be for people to read and remember. It also has to be easy to read from a distance so don’t choose Zapfino or Brush Script. You can be professional and fun at the same time but make sure potential clients can read your sign.

#2. Always Include Your Company Logo

Make sure your logo is on everything. This is brand recognition and people are visual creatures. If you don’t have one, create one and use it on everything. It makes you look more established and professional.

#3. Supplement Your Headline with a Description

You need to convey your message to buyers attending the event. They have to know what you are all about and what you are offering. Be careful not to overload them with too much information though. People generally don’t like to spend much time reading about your company so make it short and to the point. Consider hiring a good copywriter to get your message across in the cleverest way with the fewest number of words. No matter who does the writing, make sure someone else reads and edits it. Remember, the best and most famous writers all had editors. Everyone needs a second pair of eyes to read your copy before you publish it.

#4. Don’t Forget Your Website 

The most important thing on your display banner is your website and social media links. This isn’t the 1980s anymore. The internet rules and you must have a great website and be active on social media. When clients are at their office they have more time to check you out and a website is a place to do it. Twitter and Instagram are a must-have for spreading the word. Hire a young tech-savvy person to manage all the social feeds for you and they will extend your brand out on the web.

Make sure all of this is matched on all your advertising and handouts. Brand awareness is key and you want to be consistent throughout all your merchandise, ads, and internet presence.

#5. Make Your Booth Stand Out

Now that you have the prime location, lots of signs, and spared no expense on booth design it’s time to bring people in. You can’t just put a bedsheet over your table and dump out your box of products. There are many strategies you can implement to draw in buyers. Think outside the box and let your creative juices flow. Consider the following:

#1. Pick a Theme for Your Stand

You can have some fun with this by matching a theme with your products and services. Incorporate it throughout your stand including posters, text, and what your team is wearing. This could be your brand or a theme that fits your brand. Get all your workers on board and share it with your potential customers.

#2. Create Movement at Your Booth

You probably have limited space in your booth but if you can create a flow then people will get a chance to see everything. Have you ever walked through IKEA? They are masters in directing customers through all their stores. Why not channel some of that Swedish ingenuity? Direct people through your display and have team members ready to help out with information and that all-important sales pitch.

#3. Use Technology at Your Booth

Implement lots of modern tech into your display. This can be videos looping demos of your products and lighting flashing to music. You can do this on an IPAD or Laptop.  Audio is also a great way to catch a listener and inform them in a quick, professional manner. An interactive touch screen can keep people engaged and help people linger at your stand.

#4. Grab Your Prospect’s Attention

It may take a mascot dancing at the front or brand ambassadors handing out mini smoothies (the aroma of popcorn draw people in). Whatever you can think of to catch eyes and bring in bodies should be your top priority. All the vendors are fighting for the same clients so you need to bring the pizzaz and give people something new and exciting.

Make sure you have areas around your display to collect information. These can include collecting business cards for free stuff, filling out a ticket for a drawing, having a guest book, and even collecting contact information directly by your staff working the stand.

#6. Don’t Forget Your SWAG (Stuff We All Get)

People love free stuff. It doesn’t matter what it is really, it’s a mental trigger. You can hand out as much as your budget allows for but make sure you have something and make sure it’s branded. Here are some great ideas for giveaways at your event:

  • Posters
  • Banners
  • Flyers
  • Postcards
  • Magnets
  • Pens
  • Hats
  • T-shirts
  • Snacks
  • Gift certificates

#7. Other Great Ideas to Make Your Booth Attract People

#1. Teach Something at Your Booth

If people see that you are demonstrating something or giving instruction on your products and services they will get involved. They have a lot of stands to visit. They tend to meld together as the day goes on and if you can teach someone something, it will re-engage them in and qualify them while making you memorable. Or, you can have a video demonstrating how to “put together” one of your products.

#2. Hold a Contest at the Event

People love to win stuff. It’s almost better than free stuff because there is excitement and chance at play. You don’t have to give away something expensive, just pick items that lead people to bigger sales. It’s a great marketing strategy and will entice buyers to shop at your booth.

#3. Have Product Testing at Your Booth

This is a great interactive event you can hold throughout the day. Sometimes it’s hard to know what you’re buying unless you “try it on.” Let people touch and feel and learn how your stuff works. Get your products in people’s hands and they may never want to let go.

#9. Event Marketing Follow-Ups

As important as your event is it’s vital that you contact buyers in the following days. They have taken in a bunch of information from your fellow vendors and they need time to digest so don’t call too quickly. Also, don’t wait too long either. You don’t want your competitors swooping in for the sale before you’ve had a chance to contact them. You might want to give it two days from the event as this is when they’ve had an opportunity to go through all the swag and information packets from various vendors. Also, if you’ve taken information to send a quote, do that quickly and professionally, and follow up on it.

When you do call, make sure to use this follow up strategy:

#1. Offer a Free Trial or Offer

We all know people love free stuff so give away a service with the purchase of a product. You can also give them an upgrade to your premium product for the regular price. Allowing them a try-before-you-buy gets them using your services and once they start, it’s hard to stop.

#2. Schedule a Demo

This is a great way to get in their door and show them in detail what you couldn’t at the event. If they invite you to their office you have a really good chance of selling to them. Bring your A-game and your A-team. Because of the era of Covid, if you can’t go to them, schedule a Zoom call with you’re A-team, and give them a full prepared presentation. There is nothing less professional than calling on Zoom and not being prepared.

#3. Offer a Special Deal

This is an effective marketing strategy to convince people to buy. When there is a sense of urgency most people don’t want to miss out. Make it time-sensitive and sweet enough for them to commit. Your offerings are great but with such a competitive market, any advantage you can use is fair game.

#4. Provide Free Content

Not everyone is ready to buy but if you are wise, you can foster that business relationship for a sale down the road. Give advice and literature so the contact can have something to ponder. You never know when your service and products will be exactly what they need. If this client has huge potential, create a catalog or flier with their logo.  This will impress them with your professionalism.

There we have it. Everything a beginner needs to have a successful event marketing booth. Take these strategies and implement them at your next trade show. You will definitely stand above the crowd.

Why Choose Red Iron Brand Solutions?

Red Iron Brand Solutions is the go-to expert on branded and blank event display marketing products. We’re a specialized niche that is innovative and at the forefront of new products and growth. With our innovative product offerings, industry knowledge, and unique techniques, we are leaders in the early advancement of new and original event displays. Contact our friendly experts at 800-325-3824 for answers to any of your display questions you may have. We’re happy to help.