How to make the most of trade shows?

Trade show season is fast approaching, and brands are actively preparing for events during this time and beyond. Whether they take place in summer or winter, trade shows can cause some trepidation, especially if you've never attended an in-person event. To support you in promoting your brand at these trade shows, GoBrands Market offers you a complete guide.

Prepare your visual presence carefully

As trade show season approaches, be sure to update your website, catalog, and GoBrands Market store. Add new products to your Faire store to showcase them at trade shows. Take advantage of the Products tab in your brand portal to set up pre-orders, allowing shoppers to order items before they become available and receive them later.

Make shopping easier by creating collections

Use the Collections tab in your brand portal to create custom collections in your GoBrands Market store. These collections will help buyers make their choice and increase your sales. Opt for a theme such as bestsellers, new products, a specific category, a particular target audience, a seasonal or festive collection. Make sure your collection includes:

A selection of 10 to 12 items that you regularly have in stock.

An eye-catching square photo of all of your products, without the same individual product photos.

Note that collections are automatically disabled if a product is out of stock. So be sure to monitor your collections and remove out-of-stock items before publishing the collection.

Improve the presentation of your products with attractive photos and videos

Pay special attention to the quality of your product photos and add videos to your website and shop page. Make sure you have the right equipment, a naturally well-lit room, a plain white background, a flat surface, a tripod for your camera or phone to capture multiple angles, and photo-editing software if needed. Check out our tips for mastering product photography if you need more information.

These lighting and background techniques also apply to videos. You can prepare a demonstration video, an explanatory video or even a tutorial to illustrate the use of your products. Think about your target audience, create short but informative videos, show different angles of your products to showcase their dimensions, tell your brand story (or let your customers tell it), share your unique personality, and add appeal to action encouraging purchase.

Prepare your stand for trade shows

If you're attending an in-person event, plan an attractive booth. First impressions are important, so choose a good, busy location. Set up a friendly booth with welcoming staff, space to circulate and a small meeting area with chairs if possible. Locations near the entrance are usually the best, but other high-traffic spots include intersections, food stands, and major sponsors.

Trade show organizers often offer the option of pre-registration, so plan well in advance to choose the best location.

Plan your promotions strategically

Planning effective promotions can be a powerful way to attract customers before and during trade shows. On GoBrands Market, it has been found that brands that send out marketing campaigns to their customers a month or more before a show usually generate more sales during the event.

One way to attract buyers to your booth is to organize a raffle or raffle. Ask participants to leave their business card to save their contact details. Offer an attractive price in line with your target audience to entice potential buyers to stop and participate. Popular prizes often include your own products, but you can also offer other attractive rewards like electronics, tickets to popular events, gift cards or gift bags.

Implement marketing measures before, during and after the show

A well-planned marketing strategy is essential to maximizing the results of your trade show participation. Here are some key things to consider:

Social Media Campaigns: Prepare social media campaigns by defining your message, timeline, posting frequency, and target platforms. Online trade shows are particularly good for using Instagram and other social media because you can add a direct link to the event. GoBrands Market often offers templates for social media related to their shows, which can help you communicate across all your channels. You can also apply the tips on using social media during the holidays for trade show season.

Email Strategy: Prepare a series of targeted emails before the event with content, timing, target audience and personalization in mind. Automate the sending of your emails to save time. On GoBrands Market, you can easily invite your customers to attend trade shows and place orders before and during the event. Don't forget to send a follow-up email after the show to convert leads and bond with new customers.

Nurture your customer relationships established at trade shows

It's important to nurture the customer relationships you've established at trade shows, whether in person or online. Here are some tips for nurturing those relationships:

Capitalize on in-person meetings: After an in-person trade show, import your new leads' contact details into your GoBrands Market portal or use a separate client list to track those relationships.

Send targeted emails: Send warm emails to everyone you meet at the event, explaining how to order from your brand and highlighting the benefits of purchasing. Don't wait too long to contact your new prospects so that they still have your brand in mind. Preferably, send them a follow-up email two days after the event ends thanking them for their interest and possible purchase.

Follow-up after first order: Send a follow-up email to new customers who placed an order at an online trade show two days after the event, thanking them for their purchase. Provide attentive customer service, ask them if they have any questions or comments, and encourage them to leave a positive review about your brand on GoBrands Market, your website, or social media. Personalize your emails to appear authentic and maintain successful long-term relationships.

By following these tips, you'll be better prepared to take advantage of trade shows, whether online or in person, and maximize your sales, exposure, and customer relationships.