Are you looking at booking your first event or trade show? There is a lot to take into account when attending regular or one-off events to promote your business. How you present yourself, the equipment you see, and what you say and do will all factor into your success and positively or negatively impact your business.
To make sure you are making an impact for the right reasons then, you need to make sure you are doing the following!
Raise Awareness Prior To The Event
In the first instance, you need to make sure you are drumming up interest in the event itself and your participation. Be it a pop-up stall, trade show, or local farmers market, you need to be proactive with your marketing. Advertise on all of your social media accounts, engage with the company hosting the event and other attendees, display signs on any physical equipment you might have, drum up engagements via traditional and digital marketing methods, and utilize your audience to help you spread the word. You can offer free samples and free entrance, run competitors to pick up prizes on the day, run competitions on the day for people to enter, and so on. All of this can help you increase awareness and make people more likely to attend and visit your stall.
Once you have generated your buzz, you need to pay attention to the branding you will be using and how you will be using it on your stall. It doesn’t matter if you have a small table in a long line of other brands, or you have a tent, or you are the main attraction; you need to use branding and signage wisely. It helps you draw attention to yourself and ensure you are easily identifiable. From simple options such as having your branding on a banner or table covering over your stand to having a completely branded tent or apparatus that stands out more, you need to use your existing branding as much as possible in the chosen color schemes to help you create a visual representation of your company that is easily associated with your company.
Know Your Stuff
Don’t just think you can set up and wing it; you need to know precisely what you are doing and why you are doing it. It doesn’t matter if you are a small home bakery hosting a stall at a local summer fair or community event or if you are at a trade show displaying your latest innovation; both you and any employees working the event need to know what the event is about, who the attendees are and precisely what you are selling.
Let’s say you are selling desserts at a vegan festival; then you need to know about the ingredients you are using, the impact on the earth, and be aware of the suppliers you partner
with and your reasons for making the desserts to be able to impress those who stop by and ensure you meet their standards. The same goes for sharing a prototype you want to get crowdfunded for; you need to know and be able to sell the invention to get people on board and convince them that it is worth their time and money to help you get to the market. The more you know, the more confident you are with what you know, and the easier it will be to make a good impact.
User Generated Content
People want to see that what you are offering has value either to them or others, so in the run-up to the event and at the event itself, try to include as much user-generated content as possible. This can be via direct product reviews and testimonials from influencers and real customers. It can be from people using the product or enjoying it on the day (i.e., taking pictures, filming them using your products, or having a screen to share clips of online reviews, for example). The more you can share others’ opinions and thoughts, the bigger the impact you will have and the more inclined people will be to use your product and sign up.
Point of Sale
Just because you are at a mobile event doesn’t mean you shouldn’t be offering multiple payment options for customers to make a purchase. From accepting cash and being able to provide change for a sale to taking credit card payments or even allowing people to sign up for subscriptions on the day. Be aware of how they will likely want to pay and offer as many payment options as possible. An emv reader from PayTrace can help you accept mobile card payments while having screens or mobile devices for people to sign up for subscriptions or pay online can be just as beneficial.