How to Showcase a New Product at a Trade Show

One of the most common reasons exhibitors attend trade shows is to showcase new products and services. Product launchings are always exciting, but it’s difficult to get items in front of the right audience. Luckily, trade shows accomplish both goals. They give companies the opportunity to introduce a new product to a highly specific and large group.

If you plan on attending a trade show to unveil a new product, follow our tips to prepare a new product showcase.

Select the Right Event

Trade shows have unique audiences. It’s up to you to find an event where potential customers will be attending. For some industries, the options are limited. Others have hundreds of events where potential clients are likely to attend. If this is the case, you’ll need to narrow down your options based on the show’s reputation, size, audience and type. Some conferences are consumer-focused and others are industry-focused.

Have a Custom Exhibit Designed

A new product deserves a new trade show booth. With the right design, you can attract your audience’s attention and highlight the features of your product. To accommodate your booth, do you need electrical power? Specialized shelving? Virtual or augmented reality? Large touchscreens? Also, a product-conscious design leaves room for booth staff to demonstrate the product.

Build Anticipation

Trade shows don’t start on the day of the event. They start weeks – months – ahead of time. Utilize social media, email, press releases, blog posts and your website’s homepage to let people know about the event you will be attending. Do a countdown to build anticipation, and share small details about your product. Use a social media monitoring tool like Hootsuite to listen to feedback from customers. This will help you prepare for the big day.

Promote the Big Launch

When the main event arrives, you should have your ducks in a row: your new product, great staff and a custom exhibit. The next step is to drive up foot traffic at your trade show booth. The best way to do this is by running contests. People love the possibility of winning something.

Here’s an example. Ask guests to spin the wheel and answer the question they land on. The questions may be product-related, and each participant walks away with a small prize or promotional item. This is a great way to share information about your product while driving excitement. Free samples, product raffles or limited time only promotions are also effective tools for driving sales at trade shows.

Follow Up after the Event

With the resources that go into a trade show event, it’s imperative that you take the last step to connect with potential leads. Continue to promote your product launch by sharing online videos, updating your landing page, sending out an email blast or doing a live stream. Now that people know about your product and what it can offer, you can spread the news and get your product into more hands.

Do you have a new or updated product to showcase at a trade show? Let IGE Group help out with your next trade show booth. With dozens of options, including portable systems and rentals, you can have a captivating booth built with the most amazing visuals, interactive displays and architecture.