When your booth reflects your brand – not just your products – you benefit on multiple levels. You build trust, impressions and relationships that last long after the booth is packed up.
For many companies, trade show participation is an expensive item on the marketing plan – a cost item that is offset against the number of leads and sales in the big picture.
I NPG However, we believe that it is possible to see trade fair participation in a larger context, and in this way achieve increased return on investment (ROI). Done correctly, trade fair participation also becomes a strategic tool in your branding – which provides long-term results long after the trade fair is over.
It's not as easy to measure brand results as concrete sales, but once you invest money in a trade show participation, a long-term brand benefit should be part of the big picture.
Get out of the starting grid correctly
Many people come to us with a brief that is primarily about specific needs: We want a counter, a screen, a back room and space for product X and Y.
However, we like to start with the goals – and challenge them. Then we talk about who you need to reach to achieve your goals.
Leads, sales and customer care are the obvious ones. But what about building brand, relevance, trust and relationships? Maybe your stand can also give visitors a clear picture of how you stand out from your competitors?
Desired impression
In an era where more and more things happen digitally, the physical stand is becoming one of the few places where the brand can be experienced – with all the senses. Therefore, the trade show stand should be treated for what it is: a physical expression of the brand's identity.
When we read up on your brand, we go beyond checking that we use the right fonts and colors on the stand. We try to convey the essence of who you are – and how you should be perceived.
Mood, rhythm, choice of materials, furniture, clothing and service – everything helps create a total experience of who you are.
The stand as the arena of insight
Trade shows are also a rare opportunity to meet your target audience face to face. You see reactions, hear questions, feel the energy in the room when the audience encounters your brand – and you get an honest picture of how it is actually experienced.
Here you have a unique opportunity to test new products or concepts directly with the public, meet industry colleagues, gain valuable market insights and keep up with trends in your market.
A content universe with a long lifespan
In the past, trade shows were a physical moment that started with setup and ended with packing up.
Today, the most strategic brands think completely differently.
To get the most out of your investment, trade show participation should be anchored in your brand’s overall marketing communications – before, during and after the trade show. Used correctly, it can be a source of stories, images, small conversations and big moments that strengthen your brand far beyond the trade show floor.
Hybrid trade show experiences – where the physical and digital reinforce each other – are made for reuse. After films, animations or interactive presentation tools have drawn people to the stand, it is sustainable to let them live on in digital channels or as sales tools.
Employer branding and internal pride
A trade show is not just an arena where you meet customers. Maybe the engineer or salesperson you've been looking for is at your neighbor's booth?
Stand staff are living representatives of the brand – they show the culture, commitment and personality behind the logo. The small meetings and real conversations say more about who you are as a company than any advertisement.
Share it, use it, and let the pride live on internally.
Do you think there is a lot to remember?
At NPG, we have 30 years of experience in creating trade show solutions that communicate your brand, are remembered, and are a good place to work for those who will be doing the job. Please contact us regarding upcoming trade shows.
