For a successful trade show, you must ensure that you have the right staff on your stand and that they are sufficiently prepared and trained to operate in the right way on the day. Remember, your business and brand will be immediately represented by the people who man your stand, workshop or exhibition, so you need to choose them carefully and be confident that they will be able to engage with leads and existing clients in the right way.

For successful trade show marketing, the time and effort that you put into trade show planning will be absolutely key to success. Let’s take a look at some of the main aspects of trade show planning you need to consider in relation to your staffing on the day.

Define what your trade show staff will do on the day

All good trade show marketing strategy requires clear objectives. So make sure you define the roles and responsibilities of your booth staff. Be detailed and specific so that there can be no uncertainty about what individuals are there to do on the day. Aspects you might want to consider include skills, knowledge, personality and experience. Ideally, you’ll need a mix of roles and personalities on the stand, with at least one or two highly-knowledgeable staff members who have the experience to answer trickier or more in-depth questions.

Download our free trade show planning checklist

Recruit and train

Gather up your team internally, being clear on whether they will have a role as a speaker, a lead generator, a product tester and so forth. Train them by providing key messages, information about the event, resources and other useful details that will help them to carry out their role. Define the standards of dress and behaviour expected on the day, especially with regards to any corporate entertaining on site, and provide details of the day’s itinerary.

Monitor on the day

If you are using new trade show staff from your employee base on the day, then make sure an experienced manager visits your booth or workshop in order to assess how they are doing. This enables any extra support to be given as necessary.

Celebrate success and say thank you

Manning a trade show is hard work – so say thank you and recognise your diligent staffers! A post-event drink, a voucher, some flowers or chocolates are all good ways to show your appreciation, with a note or card that shows how you valued their contribution.

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

 

 

Every business present at a trade show will be giving away some kind of promotional products – so how can you get your promo strategy right and know whether or not your investment has been successful? Here are some top tips for success with your trade show giveaways.

Know your audience

A key aspect of successful trade show marketing is to understand your audience and to successfully gauge their needs. Consider bringing a range of promotional products that will match different visitor types.

Know your objectives

Why are you bringing trade show giveaways? Know your objective. Brand recognition and awareness is a common goal. Other businesses want to achieve an intended outcome, such as a contact from a fresh lead.

Pick your promos carefully

You’ll see a wide range of promos on offer at a trade show, so consider yours carefully to stand out. There are only so many biros that a person can use! Perhaps pick something useful – such as a pen drive. Maybe pick something fun and linked to a campaign, such as desktop seed kit that will grow into a plant. You’ll find a huge catalogue of items online to peruse, with options to suit every budget.

Download our free trade show planning checklist

Place your message

Promo items for trade show marketing can be customised with your own message – whether that’s a phone number or URL. Keep it as brief as possible so that the copy is legible. A logo, business name, phone number and website address is typical. For a larger item, you can also add social media handles.

Bulk buy

Tradeshow giveaways will invariably attract a discount if they are ordered in bulk. Plan ahead taking the year’s events and direct mail campaigns into consideration and bulk order as far as possible to benefit from lower unit costs.

Establish your giveaway qualifier

What will your trade stand visitors need to do to get your promo item? Will they need to simply visit your stand, partake in a demonstration or provide their contact details for example? This is important to help achieve your objectives.

Track results

If you hand out special offers, then provide a redemption code to track the success of your campaign. For broader promo items, meet with your tradeshow team afterwards to gather feedback about the success of the day. Did your salespeople find the giveaways useful? Did customers seem to like them? Have there been contacts or responses as a result of the promos?

By thinking strategically, planning carefully and gathering feedback after the event, you can greatly improve the outcomes of your trade show marketing.

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

The success of your upcoming event could be made or ruined by how well your stand design performs. A great stand design will help draw in far more customers and maximise any brand exposure you hope to gain. So, to get the most from the event, here are 10 tips to consider when creating an effective trade show stand design.

1. Make use of both light and height

Many exhibition ‘shell schemes’ have a maximum height of 4m, but you should find out ahead of time how tall you can have your stand. You can then make full use of the allowed height to best promote your brand. As an added tip, consider using hanging ceiling signs where possible. Fill your allocated space accordingly, by finding out your dimensions you will avoid any embarrassment of you stand looking out of place.

2. Use your graphics well

Any graphics you include should be tasteful and high quality, it should also compliment any accompanying messages.

3. Get graphic design help

It is often best to bring in professional help in designing graphics. This will ensure they stand up on the day and help to improve the quality your brand gives off, rather than take away from it.

4. Keep things simple

Don’t go overboard in loading up your design with tonnes of information and graphics. Instead, keep the message clear and easy to read for passers-by.

5. Have clear branding

The final stand design should be an extension of your brand, so ensure the colour theme fits in with your logo and any other branding you have used in the past.

Download our free trade show planning checklist

6. Choose the right exhibition display

There are a wide variety of exhibition displays and trade show banners available, so do your research beforehand to choose the one best suited to the upcoming event.

7. Choose the right exhibition display

Before you sign off on any design work, proofread it again and again and check for any errors you might have missed. Any spelling errors in your final product will bring embarrassment to your company, and could possibly drive potential customers away.

8. Include all necessary information

Before you begin designing, clearly write out the vital information your design should highlight. Afterward, ensure all of that information has been included.

9. Combine it with audio visual equipment

Including some audio visual equipment alongside your display is a fantastic way to engage passers-by and to get people to take notice of your brand.

10. Place your trade show marketing message carefully

Decide early on what your exact marketing message will be, and ensure that is front and centre for all potential customers to see. If your stand is not fully visable, how do you expect to get your branding message across?

At Portako, we have worked with numerous brands over the years to create top quality exhibition stand designs. We can help with everything right through from designing the look to choosing the right materials and then creating a high-quality finished stand. If you think you might be interested, simply read more here about our event marketing sevices.

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

A trade show is a prime opportunity to meet and convert potential clients, but the success or failure of your stand may survive or fall on your ability to market your stand before the show. It’s an area of your trade show preparation that you neglect at your peril. Get it right and you’ll create a real buzz around your stand before the show begins.

Attract your audience

You’ll already have an extensive contact list, so make sure you let them know you’ll be attending the show. By promoting the show you can also market your booth. You’ll also want access to the pre-show registration list, so contact the show organisers for a copy. Be precise about who you target on the list – for example – other exhibitors can be eliminated as non-prospects.

Implement multi-touch marketing using direct mail and promotional products, an email campaign, social media and your sales team who have regular and direct contact with your clients. Aim for at least three points of contact pre-show.

Create a great trade show campaign

Eye-catching, engaging and interesting – those are the goals for your tradeshow marketing.

  • Set your goals for success and your metrics for progress
  • Pick an outstanding theme for your exhibition stand design that relates to your business, appears on all your marketing materials and makes your booth a must visit.
  • Create a landing that can serve as a data capture device while providing information about your stand and generating buzz for the event.
  • Create promotions to generate interest and incentivise prospects to visit your stand.

Download our free trade show planning checklist

Set appointments with attendees

Before the tradeshow even begins, you can guarantee an influx of traffic to your stand by setting up appointments with current clients and new prospects. Confirm your appointments by email a few days before the show and don’t forget to follow up, whether they keep the appointment or not.

Get the timing right

Set yourself a timetable for pre-show marketing and make sure to contact your clients at each of these touchpoints:

  • Six months before the event – focus on tradeshow marketing, encouraging clients to attend the tradeshow.
  • One-two months beforehand – promote your booth and invite clients to visit during the show. Reveal your theme and send out any direct mailers at this point.
  • Final few days – this is the last blast for your event marketing so make it great by including maps, confirming appointments and reminding people why they must visit your booth.

A successful closed-loop strategy will drive highly qualified traffic to your booth, create a buzz that generates more interest and results in a higher rate of conversions.

 

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

Large format printing can be a powerful marketing tool to help promote your brand and quickly increase exposure. However, the effect your large format print has will depend largely on how well you go about producing it in the first place. So, to help you achieve maximum results, here’s a quick guide to designing professional large format prints.

First off, consider the viewer

Before you start deciding on any details, you first need to decide who your target viewer is. This means answering each of the following questions:

  • Where will the print be displayed?
  • Who do you want to view it?
  • How far will they be from it?
  • What information do they need from you seeing it?

Next, consider imagery

Images are a powerful addition to any print marketing tool, but you need to be sure to use them wisely. So, here is some guidance to follow:

  • Choose a correct image format. The further someone is from your banner, the lower dpi your image will need to be, and vice-versa the closer they get.
  • Make sure the image colour schemes are in-keeping with everything else on the banner
  • Don’t crowd the banner with images as it will make it harder to process and read from a distance
  • Make sure you own the copyright to any images you use

Use text wisely

Of course, text will need to be a part of your finished design, but consider each of these points when deciding what to include:

  • Only say what you need to say. The more text you have, the less likely someone is to wait around and read it. Include what you need to and capture their interest right away
  • Make sure it is large enough to be read at the distance your customers will be from it
  • Choose a font that is easy to read
  • Consider the colour of the text you use and how well it merges with the images and other designs on there

Selecting your material

You have a lot of material choice with large format print, so use these pointers to help you make the right decision:

  • Will your banner be indoors or outdoors? Indoor materials include lightweight and more affordable paper options, whereas outdoor signs will require something more robust.
  • Will it need to be flexible? If you are fixing it to a wall or something else, then keep it flexible. Other options include static indoor stands.
  • Transportation. If you will need to be transporting this print material a lot, then consider future convenience. For example, roll-up banners are great for safely storing and using at multiple future exhibitions.

Choose the right manufacturer

Here at Portako, we are print marketing specialists with years of experience spent creating all kinds of print marketing materials for different occasions. We offer a complete large format printing service and are happy to help with all stages of the purchasing process, right through from design to final printing.

Welcome to Portako

Based in Surrey, Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature, all print requirements and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

As with anything you do in life, you will only know if you have been successful if you have something to measure success against. This is where goals come in. Goals are an incredibly valuable business tool to use, and they can help you get ahead of your competition much faster than if you didn’t use them. This does, however, mean you need to know how to set goals and what sort of goals you should be setting. Well, here are some top tips to help you out with the process of setting goals for tradeshow marketing.

Decide on your core focus

Too often, people go to exhibits hoping to achieve everything from boosting brand visibility to increasing sales. This can be the wrong approach. Instead, perhaps focus on one, or maybe two, key aims and then focus your goals around those. This could include:

  • Gathering customer preferences and industry information
  • Educating your target audience
  • Recruiting new distributors or dealers
  • Attracting new business
  • Introducing new products or services

Think about your business strategy

The goals you set for your exhibition should first and foremost be in line with other goals you have for your company. Are you at a stage of looking to spread brand awareness? Or are you looking for more immediate financial return on your time?

Download our free tradeshow planning checklist

Think about previous exhibits you’ve done

When setting your goals, you should look at the past performance you have had at exhibits. You want to be ambitious in goals you set for sales, but don’t be over-realistic. Otherwise, you’ll set yourself up for failure from the start.

Decide on a reasonable budget

Getting the most out of an exhibit can mean spending a lot of money on your display and giveaways. Before you set ambitious targets, think if you actually have the necessary funds for any additional marketing materials or employees you will need.

Now that you know how to set goals for your next exhibit, it’s time to get to work and craft some powerful goals that will help you achieve more and make this the most successful trade show you have ever had. To help you further, you should also check out the various trade show marketing materials we have available. We offer a variety of high-quality print products to help your exhibit stand out to the masses and to garner more customers. If there’s something you need, but can’t find it on our site, then please do contact our friendly team.

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

When you’re planning your marketing for events, exhibitions and trade shows, there’s a lot to consider. You need to ensure that your marketing materials are printed within budget, properly branded, eye-catching, and fully suited to the type of event you are attending, and to the customers you are hoping to attract. And that’s where a print management service can make all the difference.

What is a print management service?

With a good brief on your upcoming event from your marketing department, a professional print management company can look at a range of different print suppliers to find you the best options and printing techniques for what you want, and the best price to suit your budget.

Once you hand over your brief and agree what you want, you don’t need to lift a finger. Your print management company will do everything from design to delivery.

Why use a print management company for tradeshow marketing?

When you’re planning for an event, your ‘to do’ list can seem never ending, especially if you’ve never done an event before, and using a print management service can take your marketing materials and even parts of your stand completely off your list and save you a whole lot of stress.

A great print management company can help you with everything from your large scale booth graphics and signage to your direct marketing materials, such as flyers, business cards and brochures, and help you with your promo items, such as mugs, pens and USB sticks.

Download our free trade show planning checklist

Having one company deal with everything ensures you’ll get a consistent look and feel across all of your marketing items, from your stand to that mug you give away that’ll stay on your potential customer’s desk and promo your company for years. And you’ll save time and a lot of hassle as you don’t have to manage multiple companies, each providing a different part of your event printing.

Print management companies are highly experienced in helping with event collateral, and they know how to get the best results for your money. A consultation with a printing expert can bring you far better results and more options than you’d get by brainstorming in-house.

Print managers also have an excellent understanding of branding and the range of options on offer to make your brand pop compared to the rest of the event exhibitors. They’re ideas people, offering an outside perspective on what you can do to really stand out.

Free Trade Show Planning Checklist

We recently created a great free resource for anyone currently planning to trade show or exhibtion stand. You can download it here.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

When you’re exhibiting at a trade show or other business event, it’s vital to have some branded promotional products with you on your stand. The right branded merchandise will lure in attendees and help to start conversations with potential prospects, offering sufficient intrigue and value to entice them to say hello!

But when we talk about the notion of ‘value’ with promotional products, we aren’t talking about high-cost items. The reality is that promo items need to have a low unit cost as they will tend to be purchased in bulk. But a promotional gift can still be perceived as offering value to the recipient – helping them to solve a day-to-day problem or giving them a benefit in the way that all marketed products and services aim to do.

So which are our favourite 10 promotional products – and the ones that are always in demand?

Branded Mugs

A tried and tested favourite for existing clients, hot prospects and those individuals that you want to be remembered by. A quality branded mug is a perfect gift when supplied with ready teabags and a message, letter or piece of marketing material as everything needed for that all-important tea-break and 5-minute rest from a busy day.

Branded Bags

The trend for sustainability grows ever stronger and we sell cotton and hemp branded bags that give event attendees the chance to forgo environmentally unfriendly plastic in favour of a durable and natural material that they can use time and time again.

USB Mobile Power Banks

Give your customers the chance to power their digital devices on the go and they will thank you for it – and be reminded of your brand every time that they do.

USB Memory Drives

Similarly, these mini digital tools are a modern business essential and very light and portable.

Insulated & Reusable Coffee Cups

Caffeine is a business essential and savvy execs all want to show their eco-credentials by forgoing non-recyclable plastic cups in favour of quality reusable mugs. Your brand featuring on the front is just an added bonus.

Mints

A classic small gift that all event attendees will value before conversations – and after coffee!

Printed T-Shirts

Depending on your brand, a beautifully designed and branded t-shirt may well appeal highly to your target market.

Desk Plants

Is there anything more enjoyable than watching a little seed sprout from a rehydrated compost cube on your desk? These are great gifts for frazzled execs who will value a little greenery!

Branded Keyring With Torch

from flat tyres on a dark road to locking up the office at night, everyone benefits from having a little torch on their keyring. Show that you think differently with this quirky, thoughtful branded merchandise.

Welcome to Portako

Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.

Exhibiting at a tradeshow can be exhilarating, effective – and expensive. Whilst a tradeshow booth offers incredible opportunities to build customer relationships and brand awareness while showcasing your products and services, getting the best RoI from your booth takes careful planning. Get your event marketing strategy right, however, and your tradeshow experience will pay huge dividends.

Marketing at tradeshows – set your goals

You’re unlikely to get the best out of your tradeshow marketing experience if you don’t take the opportunity to set your goals beforehand. Are you aiming to increase brand recognition or to generate sales? Or do you want to capture leads and expand your marketing database? Whatever your strategy, it pays to do some preparatory research into the right shows to attend, to see if they’re a good fit for your business.

Always start the promotion before the tradeshow date

Generating some social media buzz beforehand is a great way to build your tradeshow presence. Using a high-quality promotional product as a free gift or competition prize that you can tweet and post about is a savvy way to attract established and prospective customers to your booth. Translating social media buzz into real life buzz is critical to making your tradeshow experience a success.

Your tradeshow stand and graphics should look great

Put some time and effort into the look and design of your tradeshow booth, as customers are always attracted to appealing and approachable booths. A large format tradeshow banner should be eye-catching and visible against others that are advertising around you. This sign is one of your company’s critical visual assets, so make it count. You should also have a range of display options with tradeshow graphics that appeal to as wide an audience as possible, including flyers, pamphlets and even a tablet or HD screen.

Be inventive with your promotional products and giveaways

Think outside the box with your promotional products. High-quality, useful and attractive items will get attention but don’t give them away for free. Instead, make sure that you use a technological gadget or branded backpack as an instrument for lead capture – and don’t forget a promotional pen so they can fill out your sign up sheet.

Always follow up your leads and enquiries

The most effective way to measure your tradeshow success is by following up on the leads you’ve captured and nurturing the new relationships you began to develop at the show. At Portako we offer managed print solutions so we can help you take care of your large format printing, tradeshow graphics and promotional products so you’re free to network and make your tradeshow marketing a success.

Welcome to Portako

Based in Surrey, Portako was established in 2011 with the objective of helping time-limited professionals source their marketing literature and promotional products as efficiently as possible.

We help organisations who regularly buy print and promotional products save both time and money with our professional managed print services.

For more information please visit our home page, or call us any time on 020 8391 3002, and we’ll be absolutely delighted to help you.