The trends in trade show marketing are ever-evolving thanks to the unique customer demands. Staying ahead of these trends will help you reach your audience better while keeping you on track to achieve your marketing goals and sales.
Trade show marketing has many benefits for businesses – from attracting new leads and networking opportunities to raising brand awareness and building brand loyalty. This form of marketing has changed rapidly in recent years and is only set to continue to evolve further in 2019. Stay on this page to learn about the top trends set to revolutionize the trade show landscape in 2019.
1. Minimalist Exhibit Design
Minimalism has been in the spotlight, as many customers are looking to simplify their lives. This trend is evident on the show floor, as many exhibitors are opting for clutter-free graphics and streamlined exhibits. It may be tempting to fit as much information as possible inside the exhibit, but it is good to avoid doing so because this often leaves booth visitors feeling overwhelmed.
Think about the most important messages you want to convey and start from there. Overhead signage is an excellent way to boost branding without cluttering the exhibit booth, and it alerts attendees about the presence of your brand from across the show floor. Don’t forget about the “rule of thirds” design principle and limit your exhibit’s focal point to three main areas, like a demo station, a reception counter, and product display.
2. Customer-centric design
First impressions are everything. You want your booth to make an impact on attendees instantly. But today that isn’t just about having a flashy design – you want it to appeal to the potential client’s imagination and emotions.
Everything about the trade show booth design should be intuitive. Elements should work together to facilitate your goal, and namely – making it clear to the potential client how your service or product will benefit their business. In 2018, you not only saw flashy colors that grabbed attention but also you observed unique signage, new textures, and fabrics that create an aesthetically pleasing booth design. The trend, however, is moving towards a “human-centric” booth experience. Whether you choose a fundraising in-booth activity or a sustainable product giveaway, it’s important to properly develop a campaign around the booth that will encourage visitor engagement and traffic.
3. The science of light
Utilizing unique lighting elements can be a very powerful tool to direct visitors to specific products or displays. These days, you can transform the entire exhibit space by using a targeted focus of light. There is indeed a science to light and shadow, and businesses and marketers who understand this stand the best chance of presenting their product effectively.
4. Focus on comfort
Have you considered that it is actually exhausting to spend an entire day at a trade show? Most of the people (your potential clients) want a brief break from all the walking and you, as an exhibitor, can implement lounge areas where visitors can rest for a bit. This is a perfect opportunity for you to give the visitors your sales pitch.
All of the above-mentioned trends portend exciting changes and advances in trade show marketing. But never forget the fundamentals upon which you build your success as exhibitors. Make sure your sales staff is communicating your message effectively and clearly. Most importantly, have a follow-up plan in place so the second a potential client exits your booth, you are already nurturing that lead via post-show follow-ups.
