Tech Exhibitors Handbook: 8 Best Practices to Succeed at Exhibitions
Exhibitors Handbook

Tech Exhibitors Handbook: 8 Best Practices to Succeed at Exhibitions

Publish date
May 13, 2024
Team Marketechy
Although promoting B2B services and products has almost entirely migrated online, conferences, conventions, forums, and exhibitions allow your team to communicate openly with customers, community, and industry counterparts.
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It's a great chance to make a vivid and lasting impression that nurtures brand identity and authority. Offline exhibitions can also help you grow brand awareness, gather first-hand feedback on your business and competitors, build connections for networking, and accelerate sales cycles.

Yet accomplishing your event goals requires a feasible and time-bound plan. That's why we have prepared an exhibitors handbook covering the main aspects of getting ready to exhibit your tech products and services. Follow the practical tips and checklist below to nail it at any venue.

Why B2B Businesses Should Visit Offline Events

For businesses actively seeking new growth levers, successful events are an essential part of their marketing funnel. You can acquire many high-quality leads and bring fresh blood into your contact base. According to a survey by Marketing Charts, 68% of B2B leaders believe live events have built their top-performing lead pipelines.

Event participation allows you to immerse yourself in the vibrant life of your industry. A deep dive into it can significantly broaden your knowledge of brand positioning in your space and also encourage knowledge sharing among B2B businesses. And, most importantly, help you build valuable connections.

As long as you ignite interest among the visitors, you will turn them into warmed-up leads ready for immediate sales follow-up.

Exhibitors Handbook: 8 Best Practices to Get the Most out of Every B2B Show

The practices in this exhibitors handbook are go-to guidelines for B2B marketers preparing to attend and exhibit at an event. They will help you focus on crucial tasks while planning a productive event participation.

1. Analyze and Segment Your Target Audience

In this case, a universal marketing tip is compiling and thoroughly researching a list of potential attendees. Ideally, you’d start this part at the stage when you’re selecting which events to attend and invest in. Then, there could be a list of the event attendees you’re privy to (don’t forget to check with the organizers). Otherwise, check out the past attendees, speakers, and exhibitors to compile a preliminary list that you could analyze and target your pre-event, during-event, and post-event outreach campaigns if needed.

Pro-tip. Teasing potential attendees with hints about what you're about to showcase or tell will keep them agitated about what's in store and eager to make their way to your booth immediately.

2. Adapt Related Marketing Materials to the Target Audience

Decide what marketing materials, such as leaflets or banners, you will take to the event and customize them based on the subject and potential audience. You can use existing content but review it accordingly.

A proven exhibitors handbook practice is to match your product or service strengths with customer intents. Review your event checklist to narrow the pool of use cases and hit hyper-specific demands by directly highlighting the strengths that target them.

It’s important to follow the event guidelines when working on the specific messaging for the handouts and booth design. Sometimes, the event organizers would review those to check if your messaging suits the tone and brand of the event.

This is where Marketechy steps in to develop a plan of work tailored to your growth marketing, metrics, and budget.
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3. Launch a Dedicated Landing Page

Launching an event landing page is essential to your pre-event efforts and strongly recommended across exhibitors handbooks. Make sure to optimize the landing page for lead generation by implementing the following:

  • Captivating headline. Craft a clear and concise headline that piques interest and accurately reflects the event's value proposition.
  • Compelling hero image. Use high-quality visuals that resonate with your target audience and visually represent the event theme. If your speaker has a group photo with organizers or well-recognized event participants, it's worth displaying.
  • Benefit-oriented content. Formulate the benefits of visiting your booth or signing up for your product or services during the event, for example. Are there special offers on-site, promo codes for event attendees, or benefits within the event duration? As always, don’t forget to address the pain points your solution helps with.

Also, try some of our suggested CRO best practices to make your event landing page shine. And don’t forget to redirect to a proper website page after the event page is no longer needed and available.

4. Boost with an Outreach Before / During / After the Event

One of the most typical campaign plans we’d suggest as a part of exhibitors handbook to make the most out of your event attendance is running paid ads in consecutive rounds:

  1. Search ad campaigns before the event targeting event website visitors, specific keywords, etc.
  2. List-based campaigns and targeting specific attending companies before/during /after the event (choose all three or what works best for your event and target audience).
  3. Location-based campaigns during the event, targeting the area around the venue on the attendance days.

Such an approach proved efficient in raising initial brand awareness, keeping the booth busy, and generating warm leads from the event attendees or even those interested in the event who didn’t make it after all.

5. Include Promo Offers on Flyers

Flyers can be a cost-effective way to share your contact details with potential leads. You can increase the chance of people keeping your flyers by using:

  • Special offer or discount. A raffle with a nice prize usually works better for a B2C approach but is also a popular B2B way to ensure people do come back to your booth. A short-term special offer on a flyer might be just the boost needed for the on-site conversion.

6. Setup for a Proper Demo

For B2B, a demo is an important part of the funnel and makes for a thousand-word presentation. Prepare the equipment and dummy data (if needed) to demonstrate the full value of your product or service to all onlookers.

7. Design Uniform T-shirts and Branded Merchandise

Uniform T-shirts will help you put your brand identity in the spotlight and make a lasting impression on attendees and business counterparts. Branded clothing also emphasizes team membership. Visitors will feel that your event team is proud to belong to your company.

You can also bring branded materials, such as notebooks, screen cleaners, sports bottles, or any other relevant merchandise, to share with potential leads.

8. Plan Ways to Collect Contacts for Post-Event Follow-Ups

Capturing leads is crucial for maximizing event ROI. The event organizers would frequently take care of at least a part of the issue with nametags, QR codes, and scanning devices or apps for sharing contact details, but the good old business cards and phone/email exchanges still work as well. From experience: don’t rely only on one way; plan for a couple of ways and jot down at least the company names of interested leads – you can always find a way to reach them later. And, of course, provide all the information so interested individuals can reach out to you independently. We usually witness an influx of organic brand searches and form submissions within the first week after the event as people start digging for more information to follow up on what they’ve learned about you during the exhibition.

Use Professional Help to Generate More Leads at the Event

Leverage our exhibitors handbook to get all necessities covered in your event-attending checklist. Also, feel free to request Marketechy's guidance on the best ways to synergize your offline and online marketing activities. Our experienced PPC professionals and web developers are ready to launch and promote your event landing page, ensuring your audience is excited to meet with you in person at the live event.

Ready to grow your online presence and quality leads? Drop us a line!