Tips for Attending Trade Shows in the USA

The USA is a country that hosts many trade show events cutting across several industries from automotive, fashion, medical shows to general consumer products. Trade shows help elevate specific sectors by offering educational seminars where members learn ways to improve their businesses. As a business owner, it is critical to attend trade shows once in a while to promote your brand.

Key companies behind the success of expos are trade show booth design companies. These companies are the reason every attending company gets a unique booth and display to showcase their products. Below are some tips to guide you when attending trade shows in the USA to add to the success.

(Learn tips of what to wear to a trade show). Read on.

Select Your Target Trade Shows in the USA

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The first step in attending a trade show (Comprehensive Guide For Trade Show Preparation) is selecting the trade show you want to attend. There are three types of trade shows; industry trade shows, consumer expos, and trade shows involving consumers and industries. Moreover, exhibitions vary according to industries, where a particular event is organized for a specific sector. Before making any plans, select the trade show you want to attend.

Benefits of Attending Trade Shows

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Trade shows have several benefits to all attendees, they include;

• Education: trade shows always have educational sessions organised to teach and inform attendees about the industry. You can learn about new ideas and innovations in the sector and incorporate them into your business.
• Build your brand awareness: expos offer the best opportunity to advertise your brand. Those in attendance are usually customers, investors, industry leaders, among others. It is essential to ensure your booth is outstanding by using graphics and choosing the appropriate booth location.
• Create new relationships: in business, having many relations comes in handy for your brand. When attending trade shows, create some time to mingle with other company leaders to forge new relationships that will help propel your brand ahead. 
• Analyse your competition: no better way to take a sneak peek at your competitors than trade shows. Since members of a particular industry attend the expo, most if not all your rivals are in attendance, you can walk around and see what they offer their clients to attract them and take the ideas to improve yours.

Why Trade Shows in the USA

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The USA is known to host some of the world’s largest and most attended trade shows. There are various trade shows you can attend, and it is always best to attend one organized for the industry you are in. These trade shows are SEMA, DEMA, SHOT, ClickCon, IFMA world workplace, etc. The shows usually occur in Las Vegas, Chicago, Los Angeles, and San Diego. In the US, regardless of the business, you are dealing with, you will always get a trade show for your sector. The locations may vary every year, or some are constantly held in one area. In addition, transport logistics are also an essential aspect of the budget. Depending on your trade show booth design company, some companies offer transport as part of the package while others leave it to you. Always plan on how your booths and their accessories will arrive at the expo location.

How to Select the Right Trade Shows

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Not every exhibition is right for you, and it is vital to know which ones to attend and which ones not to. The industry, audience, and competitors are the three main factors to look out for while selecting the right event. Be industry-specific as this will advertise your business well to audiences that understand what the industry is all about. Expos that deal with various sectors may not capture everything about your industry that needs to be showcased.

Also, evaluate a fair/trade show before attending to know the number of competitors present. Some exhibitions have several booths that offer the same products, making it hard for sellers to reach out to appropriate clients. Choose an exhibition with only a few competitors. Moreover, even though a particular show might target your industry, always do your due diligence to see if the trade show will be beneficial to you or not.

Set a Goal and Plan for It

Setting a goal of what you want to achieve at the trade show is essential. Business owners often organize attending trade shows without knowing the end goal, leading to a wasted day. Fair goals can market your products, promote your brand, introduce new products, or forge relationships. You can set one goal or more depending on your company’s needs. 

However, if you have more than one goal, it is advisable to have the main one to contribute to its success. After setting your goals, plan for them. The setting is not enough; you need a proper plan that will help you achieve the goal. If you have a competent team, they will help you with the planning, but it is also okay to hire a professional event planner. 

Moreover, start your planning as soon as possible. You need to put many things in place for a successful expo, and they all require time for proper planning. Some of these things are;

• Plan for your exhibition booth by choosing your trade show booth builder.
• Book your booth space.
• Prepare your staff in advance.
• Set your budget.
• Plan for transport and storage.
• Set your target ROI.

Budget Your Trade Show Expenses

There are some costs that you incur that are necessary to participate in a fair. Getting an exhibition booth that fits your brand perfectly is essential for the trade show; hence, be ready to spend some money on it. There are two ways of obtaining a booth, either by renting or buying. Exhibit companies offer either renting booths, buying, or both. Once you have settled on your budget, it becomes easier to decide what to do next.

So how do you choose between renting or buying? Below are the pros and cons of buying and renting booths for a trade show.

Booth rental pros;

• Booth rental is more applicable if you are on a tight budget.
• It is easier to change your branding on a rental booth.
• There are no liabilities when dealing with a rental booth.
• Rental booths are flexible, allowing you to experiment with different designs at a cost-effective price.

Cons;

• Some rental booths are not in good condition due to overusing or mishandling by the people renting them.
• Customisation is limited, unlike owning a booth.
• You might not get everything you want as the rental company will only provide what’s available.

Pros of buying a booth;

• Owning a booth allows for customisation without any limitations. You can represent your brand in the best way possible.
• If you plan to have a large booth, it is more economical to own one rather than renting one.
• It is more cost-effective to buy a booth if you are planning to go to many trade shows.

Cons;

• You will incur all the liabilities that come with owning a booth.
• There will be no diversity in the trade shows you attend as your booth will look the same in every show.
• Buying on a tight budget is quite costly.

After deciding whether to buy or rent, also remember to book your trade show booth. One way of saving money is by booking your booth early; some companies usually offer discounted prices when you book in advance. Also, booking ensures you get the booth of your choice rather than settling for what is available.

Reach Out to an Exhibition Stand Builder Near the Location

Most fairs, especially international expos, usually have a designated location. Most of these shows occur in big cities leading to several exhibition stand builders establishing their headquarters there. When planning for your participation, reach out to exhibition stand contractors near the trade show location. Working with exhibition companies near the site has several benefits for you. These expo stand builders offer custom booths, booth rental, graphics printing, transport and logistics, storage services, installing and dismantling, and 3D rendering. Working with an exhibition company near your makes these services accessible to you anytime you need them, even if it’s on the event day. Additionally, exhibition companies provide their clients with banners, displays, flooring solutions, booth lighting, different size booths, and furniture.

The benefits of reaching out to a trade show exhibit builder near you are as follows;

• An exhibition company near the fair’s location is advantageous since the distance of transporting booths and displays will reduce tremendously. Shipment and storage will have fewer expenses since the company is near the venue.
• Choosing a local exhibition booth builder also comes in handy when there are regulations to be followed. Local companies understand the laws and regulations of the area, hence avoid any confrontations with authorities.
• Generally, it is more economical to reach out to exhibition stand builders near the location. Local companies tend to attract more clients through their services like setting up, dismantling, on-site services, aftersale services, and storage. You can take advantage of these offers and save some money on other essential things.
•  Local exhibition booth builders understand the local language, making it easier to know what the trade show needs and incorporate them into your booth and display designs. 
• You will also save a lot of time when working with local booth builders.

Promote Your Exhibition Booth in Advance

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Even though the organizers will advertise the trade show, it is also essential to promote your booth to your clients to let them know you will be in attendance. Doing this will trigger those who were not planning to attend to reconsider just to get a one-on-one with your products and team. You can advertise by mentioning some of the products or services you will be offering at the trade show to entice more people to attend.

Also, advertising your booth will inform suppliers and investors of your presence at the expo. Investors are always vital for any business since they increase the profits and grow your company. Additionally, promoting your exhibition booth in advance aids in building brand awareness, especially if you have a small business or a start-up. So how do you promote your exhibition booth in advance? You can follow the following tips;

• Advertise on your website: It is the perfect platform to inform people of your attendance if you have a website. All those interested in your products and brand will see the advert and attend. 
• Social media marketing: social media is one of the most widely used promotional tools today. Promote your exhibition stand through social media pages and let people know your location on the trade show/conference. You can also optimise on influencers. Influencers will get the word out better for you since they already have a large following. 
• You can use emails to reach out to more people, especially those that look like potential customers. Although emails may not be the most effective way to reach out to people, they will still help a great deal, especially those who read and take their emails seriously. 
• You can also advertise on mainstream television. Statistics show that a good percentage of people spend a lot of time on television, although this approach may be a bit costly, it will market your brand well, yielding good results for your exhibition.

Prepare Trade Show Giveaways

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Everybody loves free things, and this is an excellent strategy to lure the audience into your booth. Organize in advance what you will be giving away to those who will enter your booth. The free stuff doesn’t have to be expensive or extraordinary giveaways; choose simple gifts like pens, notebooks, bags, etc. When people receive free products, they will feel obliged to buy something in return, and in the long run, you will have achieved your goal. 

Furthermore, while giving out giveaways, ensure that you packaged enough so that most if not all of your audience can get something. It is a smart plan because they will be walking around the expo with products that contain your brand name and other important details, leading to more people visiting your booth for free things. In the meantime, they will be listening and learning about what your company is all about. Giveaways are a great way to create both product and brand awareness. 

Also, make sure the giveaways have been branded by your brand name and details such as contact information, the location of your company, and your website. You can add more information that you see fit.

Train Your Team

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The team representing your brand at the trade show/conference will significantly impact the outcome of the expo. Choose the best people to work in the booths at the trade show. Assess all your employees and select the most friendly, inviting, and funny ones to work at your booth. You might have the most attractive booth at the show but still, have the lowest number of visitors. It can be attributed to how your vendors portray themselves to customers. 

Ensure you have a team that understands etiquette; how to talk to people while respecting them. Train them on how to entice audiences into your booth without losing respect for anyone or forcing them into your booth. Moreover, the vendors must have formal language that is professional and fluent. Since investors are also in attendance at the expo, train your vendors to stick to the correct standard English accepted as the professional language. 

If you are having problems on how to select your team, then you can follow the steps below; Choose according to;

• The role they will take at the expo such as sellers, hosts, presenters, product experts, etc.
• Select according to their attitude, go for those with an optimistic attitude and those who want to be at the expo. Never force anyone to be a vendor at the expo, as they will chase people away with their bad attitude.
• Also, skills are needed at the expo for the event to be a success. Select a team with the right set of skills since they will know how to handle different situations.
• Select a team that compliments your brand in terms of skills to offer something different at the expo.
• Lastly, consider the budget. Select a team that you will comfortably pay well without delays or misunderstandings.

Make Sure Your Marketing Materials are Mobile-Friendly

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The only way your business is going to succeed is by marketing it appropriately. Consumers tend to go for familiar products and brands since they perceive them as safe and high-quality. You need to market your business to create awareness. At a trade show where everybody is selling their product somehow, try and think out of the box by utilizing unique marketing ideas that will give you an edge over your rivals.

• You can use social media to reach more people and announce your presence at the show. 
• Ensure that your message is brief and captivating. Long promotions tend to be dull, meaning no one will pay attention to what you try to put across.
• You can also employ other digital solutions like using videos and apps. Digital technology is accessible to a larger group, meaning your message will reach a bigger audience. 
• In addition, you can also print brochures; although it is not the most recent technology, brochures can be a great marketing strategy. Brochures contain lots of information about your brand, products, and services; at the same time, visitors can go with them and read them later. Moreover, since you will be giving out the brochures, someone else who did not attend the show will get a chance to read about your company.

Get Ready for Epidemic Prevention

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With the current COVID-19 pandemic, many businesses and corporations had to adjust their operations to include the required regulations for controlling it. Trade shows were greatly affected at the beginning of the pandemic leading to organizers switching to virtual and hybrid events. Today, some of these restrictions have been reduced, and physical events are taking shape. 

At the trade show, you need to observe every regulation set to avoid the spread of COVID-19 and other infectious diseases. During planning, plan for handwashing areas or sanitizing areas and create social distancing at your booth. You can create more space by organizing your booth well and minimizing the furniture you use. Also, ensure that all visitors wear a mask before entering your booth. Observing such instructions will also make your audience feel safe at your booth, leading to increased sales and brand awareness. 

You can also observe epidemic prevention rules using digital devices to replace brochures and other physical, educational materials. You can create digital codes that visitors can scan to get the needed information. Below are some of the regulations you need to incorporate into your exhibition booth;

• Ensure hand washing services and sanitisers are accessible to all.
• Only allow a certain number of people in the booth at once; it should not be overcrowded.
• Everybody visiting your booth should have their masks on.
• There should be frequent cleaning of surfaces that are touched more.
• Inform your staff that anyone with an underlying medical condition should not attend the trade show since they are high-risk individuals.
• Some product sampling, like food or drinks, is not allowed.
• You can recommend contactless payment to minimise money handling.

Be Active in the Professional Sessions

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Trade shows usually have several educational seminars and meetings that industry professionals and leaders attend. These kinds of discussions are where you get serious investors and other business owners to partner with. While attending them, be active in professional sessions to make you and your brand is known among other professionals.

The professional sessions are led by leaders and experts, meaning if you are attentive, you will get the necessary skills and tactics to maneuver the industry and outshine your competitors. 

Volunteering is also a way of contributing to the sessions, especially if you have a small business or a start-up. Engaging in such simple acts will make you noticeable and, in turn, have a positive impact on your business. Additionally, when you are active in these seminars, the organizers will notify you and any special considerations will be accorded to you.

Follow Up Leads

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It is essential to network at a trade show; this is one of the benefits of attending trade shows. These interactions are those that will turn into leads for your business. Following up leads starts from the moment potential clients visit your booth; how you engage with them will determine if they will be interested in your products or not. Keep them engaged and eager to learn what your brand is about. When you invite people to your booth, you can ask them to leave their contacts with you, like emails or personal contact numbers, so that you can reach out to them later.

The tips below will help you in following up leads as a way to boost your brand;

• You can use a customised email that is specific to that show.
• Respond to interested clients promptly to keep them engaged with you.
• Ensure you leave your contacts and emails with potential clients.
• If you want more leads, train your vendors to educate visitors rather than rushing to sell to them. It will make attendees more comfortable to inquire about your products and understand them well.
• Do not discriminate against your visitors based on who looks like a prospect. Engage all of them whether they will or not place an order. Some of them may reconsider, or if they are not interested in your products, they might recommend others.
• Your content should be related to the event and products. Ensure that everyone who visits your booth will learn something new, either about the industry or about your brand. Content like that shows you are conversant with what you are doing, which creates confidence in you from potential customers.

Conclusion

The internet has made the world be referred to as a global village since anything is done in one part of the continent only takes seconds or minutes to reach other regions. For this reason, business competition has been on the rise, with upcoming companies introducing new techniques for doing things. Although the internet is a great learning platform, trade shows/conferences come in handy, especially when analyzing your competition. Attending trade shows is easier when you work with the appropriate custom exhibition stand builders like Aplus Expo. We are located in Las Vegas with services such as custom booths, booth rental, on-site services, transportation services, etc. if you are looking for an exhibition booth contractor, we are your best choice. Reach out to us and get started planning for your next trade show.