Sparkling In New Territories: Shining At A Trade Show.

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TradeshowWhether you’re a small business or an established one, the one place that you can truly shine is a trade show. A trade show does so much for any business at any level. It increases engagement with the general public, but it also makes the business truly rethink its approach to standing out.

In addition to this, it can net you additional clients, and really put you up against the competition in the most visceral sense. As such, what does it really take to shine out at a trade show? Is it about ensuring the stand is good quality, having the products speak for themselves, or is it about a swift combination of many things?

The Frontline

Arguably, it’s the people you have that are of the utmost importance at this point. And if you have employees that are limited in their soft skills, it’s not recommended that you have them approach members of the public. Of course, this can be quite unfair to those employees that want to give it a go. But what you have to remember when you are presenting your business, and the opportunity for clients and customers present themselves at every opportunity, that you have people who are enthusiastic and energetic. Many people that work trade shows can sit behind their stall and not interact, this is not a very productive approach at all! Having people that are the frontline, that is active, engaged with members of the public, and warm in their personality, is vital.

Making Your Stall Shine

You can argue that, in one respect, it’s all about having everything sparkle but every other business is looking to outdo their competitors by having the latest gadgets. This could be very difficult, especially if budget is an issue, but what’s important to communicate is the brand. Having logos emblazoned over certain products can give you a better chance of standing out.

Something like a branded gazebo can mean that you’ve got something over the more modest companies that can’t really afford the latest flashy equipment. Your stall isn’t just about the logo, but this is the first thing many customers and clients will see, so it’s got to be eye-catching. Ensure that you have appropriate visual stimuli, but think about it in the grand scheme of things, especially as far as your budget is concerned!

Catching the eye of potential customers and clients during a trade show means that you’ve got to strike while the iron is hot. As it’s imperative that you nurture new relationships, this is the ideal opportunity. As your business starts to find its feet and take advantage of various marketing components, we can come to realise that a trade show is one of the most valuable.

Because it’s not relying on catchy gimmicks, although they may form part of the process; a trade show gives you the opportunity to personalise your business in the most personal of settings. So make it count and use a trade show to establish credibility with potential customers and clients, while at the same time, pushing into newer and better territories.

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Like Minds is a global thought leadership platform delivering world class events on business development, knowledge and insight aimed at entrepreneurs and business leaders to engage, stimulate and empower them to become global businesses of the future. We also offer a bespoke service for corporate clients and training programmes under the Like Minds U brand. For more information please email