Conferences and conventions provide an excellent opportunity to gain exposure for your small business. These events bring potential future customers and clients directly to you. However, if you have never presented your business at an event before, the process may feel complicated or even daunting. The following is a short guide to preparing for a conference, trade show or convention.
Initial Preparation
Contact the organizers as soon as you learn of the event. If it is a popular trade show or convention, there may be a lot of competition for booth or space rentals. Guarantee your slot by reserving early.
Discuss logistics with the organizer. Before you plan your booth, you need to know if tables or other structures are provided, or if you are simply renting floor space. Some shows may provide different kinds of structures at various price levels. Choose what makes you feel most comfortable. The money you save on an elaborate setting you can use on promotional materials and freebies. With a little ingenuity, you can make even a small table booth eye-catching and interesting.
Choosing and Designing Promotional Items
Magnetic business cards are much better for events than standard paper cards. Paper tends to be lost or thrown away whereas visitors may place your magnet card on their refrigerator when they get home. There it will serve as a reminder of your company’s name and products or services.
Brochures for an event should be colorful and printed on glossy paper. Your business logo and contact information should appear on both the front and back cover. People may take home the brochures and read them later, so you should supply artwork or photographs as well as text. Pictures in a brochure should grab attention and make the reader want to learn more about your company. Even cardboard brochure holders should be designed to draw people in.
Everyone loves samples and freebies. Promotional items such as key chains and pens are nice, inexpensive freebies. If your business sells products — such as office supplies — have some inexpensive sample items available as well.
Offer small plastic or paper sacks so that visitor’s can conveniently carry their free items. If your budget allows, have these sacks printed with your business logo. You get free advertising as visitors tote these around with them. Interactive displays draw attention to your booth. If your business sells smoothie machines, for example, demonstrate how the machine operates by making a delicious smoothie. If food licensing laws allow, offer visitors samples of these smoothies.
Choose Your Crew
At least two people should staff your booth so that it is never left vacant. If you are the only owner and employee of your small business, bring a trusted friend with you. Otherwise, ask for volunteers among your employees or co-owners.
Decorating Your Booth
You can hire companies to take care of this aspect, but if your budget does not allow this, there are other options. Visit your local printer or look online, to create a professional banner with your business logo. Make sure the lettering is as big and bold as possible so that it can be read at a distance.
For the walls and table, use bold, solid colors that match or compliment your logo. Arrange all of your brochures, magnets, freebies and other items neatly on your table or on stands next to your table. Keep your area free of trash or clutter to present a professional image.
Advertising Your Attendance
Make sure potential clients are aware that you will be at a particular event as well as the location of your booth and other relevant information. For example, you can post the information on your website’s home page, on social media sites, and conference apps.
Article contributed by Jenna Smith