The best way to lay the groundwork for a good trade show is to work with an experienced full-service exhibit company. However, the type of trade show you are attending is going to have a huge impact on both how you and your staff interact with people and the general design choices you make. There are essentially two types of trade shows, and here’s how to approach each one.

Consumer Exhibitions

At this type of trade show, you’ll be reaching out directly to customers of your products or services. As a result, this is more of a marketing effort aimed at a general audience. Your primary trade show goals here will be:

Brand Awareness

You’ll want to market and promote your business and your brand. Your goal here is to make a lasting impression and convey the emotions or benefits associated with your brand.

Generate Sales

You may also be offering your products or services directly to consumers here, in which case, general advertising and marketing principles are at play. The chief difference, however, is the personal touch, as you and your staff can interact directly with consumers.

Market Research

If you’re talking to potential customers, this is also your opportunity to get that most valuable of business commodities: data. You can poll, survey, or get one-on-one opinions from your best source, the people you are trying to sell to, about what they want and how they feel about your products or services.

Industry Trade Shows

On the other hand, industry trade shows are Business to Business, or “B2B,” which means that you are here primarily to interact with other industry professionals, though sales may still be an important factor. Your goals here are typically:

Lead Generation

This is a bit more effort-intensive and sophisticated than simply trying to sell a product “cold” to a customer. Lead generation is about cultivating potential new clients or customers through meetings, engagement, and nurturing potential business partnerships or relationships until they are ready to commit.

Data & Facts Intensive

Rather than trying to sell a general consumer on a feeling, B2B meetings are about benefits, statistics, and provable data. You are trying to convince decision-makers in management positions to invest in your product or service. This often means product demonstrations, in-depth discussions about usage and applications, and more facts, figures, and data for people to bring back and consider.

If you want to work with an experienced full-service exhibit company to ensure you get a good return on your trade show investment, contact Lighthouse Exhibits.