There was a time when a simple press release was enough to advertise your stand at the next trade fair. Today, a company has to be much more creative to attract the attention of its target group to its own trade fair stands. Customers, suppliers and all potentially interested parties should know about your trade fair presence. To help you achieve this, I have put together 13 tips on how you can advertise your trade fair stand before, during and after the trade fair.
In order to advertise the trade fair appearance correctly, the company should be clear about the target group to be reached. I can tell you right now that the following tips are not master solutions, but are rather intended to serve as inspiration. You know best which measures will appeal to your target group!
Sending trade fair coupons to interested parties is an easy way to advertise your trade fair stand. In this way, you can increase commitment and visitor frequency at your stand.
A trade fair coupon can include just about anything: Free tickets or discounts on trade fair admission, free drinks or food at the stand, a coupon for products on the stand, etc. You are free to decide what your coupon looks like or what you make it available for. Discount coupons are of particular interest to visitors at B2C trade fairs. These can be sent out by e-mail in advance or distributed at the trade fair itself. If the visitor has the opportunity to save money by visiting your trade fair stand, they will certainly be happy to stop by! Now you have the opportunity not only to inspire visitors with these offers, but also to convince them of your products and your brand!
Tip: Send free tickets for the trade fair, which you will receive from the trade fair organiser, to highly qualified interested parties. You have the opportunity to meet in person on site and arrange to have dinner together after the trade fair. It is important that the interested party always has the impression that such a free ticket is exclusive. He is much more likely to use it if he assumes that not everyone has the opportunity of free admission to the trade fair.
Another still popular and successful advertising measure is advertising in trade journals. The advantage of advertising in trade journals is that it is aimed specifically at a certain target group and you reach a homogeneous group of people.
The digital business card of a company: It is a good idea to advertise your trade fair stand on your own website. If you manage your website yourself, this is a very cost-effective and quickly implemented measure to draw attention to your company's trade fair presence. You can use this measure to reach existing customers as well as current prospects. The following options are available on the website:
Tip: Always mention the exhibition hall and stand number where your stand is located. Do you already know what your stand will look like and who will be manning it? Add photos of the stand and stand personnel to the classic information so that visitors can quickly recognise you in the exhibition hall. You can also integrate a button on your website with which the user can download the date of the trade fair with all further information and save it in their diary.
A newsletter can be sent to existing customers and potential customers before the trade fair to inform them that you are exhibiting at a trade fair. It makes sense to include all the important information in the newsletter, such as the date, time, location, stand number, etc. You can also send a reminder email to your mailing list shortly before the trade fair.
Important: Don't just invite your target group to visit your stand, but also emphasise why they shouldn't miss your trade fair appearance. (e.g. presentation of new products, workshop and subsequent panel discussion as well as outstanding catering)
A few weeks before the trade fair, you can leave a short note in your e-mail signature to inform your customers, interested parties and suppliers that you will be attending trade fair X soon. Small measure, big effect: everyone who exchanges emails with your employees will be informed about your exhibition.
There is no getting around the all-rounder social media these days. The various platforms have great potential to attract the attention of existing customers, prospective customers or even people you don't know. Common networks such as Facebook, Twitter, Instagram, LinkedIn etc. can be used to draw attention to your trade fair stand. This can be done not only before the trade fair, but also before, during and after the trade fair:
Tip: Use the hashtags of the event for your social media posts and also tag the trade fair organiser so that your posts are listed in the social networks of people who are interested in this type of event.
There is a lot for visitors to discover at trade fairs - they have the choice between numerous exhibition stands. Visitors are often overwhelmed. It is therefore a good opportunity for visitors to make an appointment with you in advance. This increases the likelihood that the visitor will actually visit your stand.
One month before the start of the trade fair, you should always start actively approaching customers and business partners and, ideally, already arrange appointments.
It is important not only to advertise your stand before the start of the trade fair, but also to draw attention to yourself during the trade fair.
For trade fairs lasting several days, it is a good idea to draw attention to yourself in nearby hotels with displays, flyers or small promotional campaigns. Talk to the hotels to see if this is possible in order to convert guests into stand visitors.
Whether it's just coffee in a to-go cup with a few cookies, a snack bar or a wide selection of trade fair catering - trade fair visitors will always be pleased to receive a small or large refreshment during their visit to the fair. If your catering fills the exhibition hall with a great smell from afar, you will attract the attention of trade fair visitors who might not otherwise have found their way to you.
If you are in the middle of a conversation with a visitor, offer them a few snacks to increase the time they spend on your stand and they will certainly feel at ease and remember your company fondly.
‘That's the umpteenth person walking around the trade fair with a pool noodle. What's it all about and on which stand will I receive this unusual giveaway?’
Why not stand out from the crowd with a very special giveaway - which should always reflect your company and thus attract visitors to your trade fair stand. In our blog article ‘How to find the right giveaway for the next trade fair’ you will find further tips on promotional items at the trade fair stand.
Promotions and special offers can attract visitors to your stand.
Another incentive to visit the stand is a competition. Especially if the prizes can only be won after visiting the stand. Competitions can also be advertised well on social media.
A virtual trade fair stand to accompany the real trade fair stand? Sounds a bit strange, but it has many advantages. The virtual exhibition stand can be used to bring all your documents, which are theoretically in paper form, to the stand as a digital solution. It is therefore not only more sustainable, but also more modern and the stand could be placed on your website after the trade fair.
Visitors to your stand can still access information material there during the trade fair. Distribute flyers to stand visitors with a QR code that leads back to your digital solution. You can also have this QR code printed on the textile graphics on your stand.
The trade fair is over and yet your exhibition stand should not be forgotten. Because during this period, the attention of visitors and people who did not manage to visit the trade fair is relatively high.
After the trade fair is before the trade fair. Even if your trade fair stand has already been dismantled, you should still advertise your stand after the trade fair. Send a newsletter to your mailing list after your trade fair participation or, even better, write personally to the new contacts generated at the trade fair and thank them for their visit. You can also draw attention to the virtual trade fair stand and the integrated documents available for download. In this way, you are sure to attract the attention of those who were not at the trade fair.
What other tips can you think of for promoting a trade fair stand? Feel free to write them in the comments! I look forward to your additions. :)
Dr. Christian Coppeneur-Guelz : Monday, 24. October 2022
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