How to create targeted attention at trade shows

A good example of a business that has spread its message at various sales events is Kristoffer Glerup. He is behind the bean bag giant SACKit, which over time has developed a wide range of products in their assortment. However, their communication remains clear when SACKit attends trade shows.

“We have started attending some events with either a few products or multiple stands. We do this at times because we have found that a large number of products can confuse people. By breaking it down, there are fewer things to focus on. It makes it easier for them,” says Kristoffer Glerup.

SACKit has chosen to operate several distinct themes with different booths or stands in specific cases where they showcase products. The company also brings the right elements when there’s a need to focus on something specific.

“Our inflatable setup is used to sell and promote our speakers. So when we bring that, it’s with a clear focus on that part of our assortment. There are different target groups, and it’s aimed at one of them,” says the SACKit director.

It’s all about identifying the message and getting it out there. This shouldn’t only be done at trade shows. There are a multitude of interesting events in open areas every year.

Here, companies from all industries come out to either sell products or create awareness about something very specific. The same rules apply as those followed by both Christian Guldager and Kristoffer Glerup.

The only difference is that it can be done on an even larger scale. The message can be amplified to several meters in height, and the gestures can visually become even grander. Consider it an opportunity to attract attention and make a stronger effort to spread the message you’ve decided to promote.

Now you’re out of the office. Your area is optimized and set up. But the work is far from done. The results are still a long way off. Therefore, Christian Guldager from Kursuslex offers a final piece of advice that underpins his many years of philosophy behind sales events and networking.

“Many hold back and gain nothing from their participation. They sit down throughout the entire event. They lack connection. You need to be good at getting out there and making contact with people without appearing too aggressive,” says Christian Guldager from Kursuslex.

WHAT WE LEARNED

-Stand out from the mediocre – otherwise, you won’t get anywhere.

-Limit your visual efforts to one or a few messages.

-Consider breaking up your products and working from multiple stands.

-Do not use the company name as the headline on the trade show booth.

-Follow the exact same rules for outdoor events.

-Make contact – don’t sit down and just look around.