Negosentro | How to Stand Out at Marketing Events | The world of advertising and marketing has changed considerably over the last 30 years with the internet coming to dominate a sizable chunk of the promotional budgets of most companies.
However, while online marketing is undoubtedly a hugely important part of a firm’s branding and promotion activities, there is still no substitute for face-to-face meetings, conferences and in-person marketing. If your company is to make a real impact and attract the attention of prospective clients, you need to think about both your on- and off-line marketing strategy – and one of the best ways to build your reputation and profile is by making a positive impact at trade shows and industry exhibitions.
The importance of making the right impression
In truth, working with a branding agency is the best way to ensure you generate the right response at trade shows, however, should you wish to go it alone and take a more DIY approach, there are still a few tried-and-tested techniques to help you stand out at events.
Pay as much as you can afford for more exposure
All shows and conferences have a huge range of slots, booths and display areas that can vary massively in terms of the exposure they’ll bring you. For example, paying a little extra to be the first speaker on stage at a conference or having a booth near the entrance to an event could reap huge rewards. Alternatively, if you simply don’t have the budget available, try taking a more creative approach e.g. perhaps sponsoring sections or parts of a show then backing up your presence by actively meeting and greeting potential contacts.
Be welcoming, engaging and informative
Whether you’re taking part in public speaking, making a presentation or simply just manning a display stand, you must gain the interest and attention of your visitors quickly. The way you project yourself and the language you use is vital to build trust and affinity from the start, so take some time developing your interpersonal and communication skills – and also rehearse how you’re going to convey your message. If you’re delivering a speech, you should learn it by heart to save having to consult notes and potentially losing your audience.
Engage in self-promotion and let your audience know you’re attending
Sure, most events will advertise themselves heavily – but you can’t just assume that your contacts will know that you intend to attend. Promote the upcoming show and the fact you’re going to be there on your website, on social media channels and perhaps even by direct marketing email. If your clients and suppliers know you’re going, they’ll be far more likely to assign time to come and see you.
Use eye-catching features and displays
The days of dry, passive PowerPoint presentations are long gone and, in today’s media-rich world, your audience is going to expect considerably more engagement from your display stand or speeches. Don’t be afraid to employ more unusual, quirky and eye-catching materials or content on your stand or in your presentation. The sky’s the limit when it comes to the items you could use to generate interest – everything from amusing videos to inflatables or interactive videos. Essentially, anything that sets you apart will go a long to engaging your audience.
