This year, Milldam’s President Adam Waitkunas has attended many exciting events. Last month, he attended the 7×24 SoCal chapter in-person event in Tustin, California. It was a great success! David Toralez from Vertiv presented “How Infrastructure contributes to Sustainability.” With numerous in-person events this year, it is important to be prepared. In today’s trade show landscape, if you want your company to stand out, you need to take extra steps before, during, and after the show.
To accomplish this worthwhile goal, there are some best practices you can employ to break through the noise of the show and ensure that your company is getting the appropriate exposure. Here are some secrets to a successful trade show appearance
- Book a Speaking Slot
Booking a speaking slot at a leading trade show will give your company great exposure and can also increase corporate credibility by positioning experts within your organization as serious thought leaders in a particular space. First, you need to research the event. Next, you should approach a show’s organizers to become a speaker. Lastly, you can compile an engaging abstract on how your company’s thought leaders can add value to the conference’s theme and messaging.
- Break News at The Show
Another way to make an impact at a tradeshow is to announce news that is relevant to the audience and reporters that attending/covering the event. Examples of news can be new products or partnerships that the company is forging. Another opportunity within this activity is to announce a success story with one of your customers. This can positively enhance your company’s brand image and attract traffic to your business. Furthermore, these announcements highlight the ways your company helps its end users and also gives reporters something tangible to write about that is of value to their readership.
- Host a Private Event
Hosting a private event at a trade show, whether held in a suite within one of the nearby hotels or at a restaurant, gives your company an opportunity to continue the conversations started on the tradeshow floor in a more relaxed setting. Additionally, it gives you an opportunity to leave a lasting and personal impression on potential customers and partners.
- Schedule Briefings with Attending Media
It is important to take the time to organize meetings with reporters that are relevant to your business. This is a great way to create relationships with and reach the influencers that cover your industry. Not only can this make an impact during the event, but it starts the process of establishing a long-term collaboration that will generate additional exposure over the coming years.
- Keep up the momentum
Your business prospects will receive a follow-up after the event concludes so consider expanding your communications efforts to create additional opportunities. For instance, one of your company’s employees can write a blog on the event for your website that provides a recap and some analysis on how the topics discussed will be impacting your industry in the future. Writing blogs and recaps of the event will enhance your corporate credibility and attract viewers to your website.
Having attended numerous tradeshows throughout the years, the Milldam team has witnessed a wealth of change in the ways that companies now approach their show strategy. Employing some of these tactics at your next appearance or exhibition can significantly boost your show ROI.
While some of these activities will create evident short-term results, many are important long-term investments. Consider modifying your tradeshow strategy now to make the most out of your opportunities for the rest of 2021 and in the future.
There are many upcoming tradeshows. If you haven’t, register for the WESTEC Trade Show on November 16-18 in Long Beach.
