Tradeshow season for 2015 is starting to draw to a close. And it has been an exciting, robust tradeshow season this year. As this particular marketing campaign season begins to wind down, it is important to reflect on the things that worked for you this year and things that didn’t yield the results you had hoped for in order to begin thinking about better tradeshow choices for next year.
Many tradeshow exhibitors spent time redesigning their tradeshow booths and displays for the new year, spending time on understanding how the different elements of the design balance against each other in order to create a better display. Long gone are the days of a monochromatic color palette and minimalistic furnishings that favored bright, audacious signage.
This year’s tradeshow patron was looking for more from exhibitors. They were drawn to booths that provided an inviting environment. In order to accommodate this need, exhibitors spent time and effort exploring different color options, incorporated high tech displays that offered an interactive environment and even provided patrons with a calm place to recharge their own batteries while plugging in their various electronic devices for a quick recharge. Today’s successful exhibitors grasped the concept that tradeshow visitors were looking for companies to provide more value and flocked to those who were able to provide it.
In addition to providing a more exciting, interactive display, exhibitors learned new ways of generating and following up on leads. Of course, the main goal of an exhibitor at a tradeshow is to generate leads. However, in recent years past, this has proven to be much more difficult than ever before. Today’s exhibitors worked diligently to come up with new and innovative ways to capture patrons’ contact information and catalog this information in order to create a better method for follow up after the show is over. This effort led to greater conversion and ultimately to a higher rate of return on their tradeshow investment.
In order to achieve this higher level of success, some exhibitors used technology to capture and catalog this information while others continued to rely on more traditional methods with an increased focus on better contact management. And, of course, the most successful were the ones who never wasted an opportunity to create those contacts and gather contact data, even if the encounters weren’t ideal.
Final Thoughts on the 2015 Tradeshow Season
2015 brought many exhibitors the opportunity to hone their skills and prove that they have the marketing chops necessary to be successful in their chosen fields. However, 2016 will prove to be even more challenging as many who were novices in the tradeshow arena will now have to expand their reach beyond the basics in order to glean even more from their tradeshow experiences. Employing advanced techniques such as understanding the relationship between traffic patterns and tradeshow booth locations and how exhibiting in non-traditional tradeshows can boost exposure will allow them to maximize their exposure and effectiveness within this unique marketing medium and provide them with unparalleled opportunities for success. Are you ready for the future of tradeshow marketing?