Trade shows can feel like the Super Bowl of the business world—there’s a lot to gain, a lot at stake, and, yes, a lot of prep work involved. But don’t worry, we’re here to help you tackle it all so you’ll show up on game day (or booth day) ready to win!
Whether this is your first trade show or your fiftieth, the key to success lies in being well-prepared. Trade shows are prime opportunities to connect with potential customers, scope out competitors, and showcase why your business is the MVP in the printer and copier game. But with great potential comes great responsibility (and, OK, maybe a tiny bit of stress).
Stick around, because we’re about to break down exactly how to gear up for a trade show. Not only will your booth stand out, but you might just set a new standard for trade show success.
Why Trade Shows Still Matter for Printer/Copier Dealers
Trade shows might sound “old school” in the era of social media and webinars, but they’re far from outdated. They’re like the ultimate, in-person Tinder for businesses—but instead of swiping right, attendees actually talk to you. Crazy concept, right?
Here’s why you shouldn’t sit these out:
- Face-to-Face Interaction: There’s nothing like shaking someone’s hand, looking them in the eye, and explaining why your printers and copiers will make their office life a dream.
- Showcasing Your Expertise: A live demo of how fast, quiet, and impressive a copier can be will always leave an impression.
- Networking Goldmine: Competitors, suppliers, partners, and potential new hires all congregate here. It’s a relationship-building jackpot.
Got you psyched yet? Great, because it’s time to start prepping.
Step 1: Define Your Goals (Yes, Before You Order the Swag)
Before you start making Pinterest boards for your booth layout or ordering customized pens, ask yourself these critical questions:
- What do I want to achieve? (e.g., leads, sales, brand awareness, industry partnerships)
- Who is my target audience?
- What sets my brand apart, and how can I showcase it clearly?
Setting clear goals will guide every other step of your planning process. And don’t just pick a vague goal like “get leads.” Be specific! For instance:
- Collect 200 leads by getting attendees to fill out a short quiz at the booth.
- Book 10 product demos through pre-show outreach.
Got those goals nailed down? Write them on a whiteboard or a sticky note. Look at them whenever you feel overwhelmed (because you probably will at least once; it’s normal!).
Step 2: Design a Next-Level Booth
Your booth is basically your calling card. And just like nobody remembers a boring business card, nobody remembers a boring booth.
Here’s how to make yours unforgettable:
- Clear Branding: Use bold, eye-catching designs with your company name and logo front and center. Make sure it’s visible from across the room.
- Interactive Features: Add hands-on experiences like touchscreens showcasing your products, live demonstrations of printers/copiers in action, or fun games that tie back to your business. Pro tip: A spinning prize wheel works wonders!
- Comfortable Setup: Trade shows can be overwhelming (hello, noise and endless walking). Have a seating area and maybe even coffee or water so people can relax while chatting with you.
Visual Tip: Incorporate bright, engaging graphics to really draw attention! Think large-scale photos of your products, paired with clean, slogan-style text, like “Faster Prints, Hassle-Free.”
Don’t skimp on lighting either! A well-lit booth = instant attraction.
Step 3: Market Before the Show (Because Waiting Is a Rookie Move)
The biggest mistake? Showing up at a trade show and expecting attendees to just find you. Uh, no. To make your booth a hotspot, you’ve got to create buzz beforehand.
Pre-Show Marketing Game Plan
- Email Blasts
Send an announcement to your current customers and prospects with something like, “Heading to [Trade Show Name]? Visit Booth #123 to See Our New [Product Name] in Action!” Bonus points if you include a teaser. - Social Media Teasers
Post sneak peeks of your booth setup or behind-the-scenes shots of your team prepping the printers and swag. Add something playful like, “We promise there’s more to see than just our charming faces. “ - Sponsored Ads
Use local targeting on platforms like LinkedIn or Facebook to reach trade show attendees. Direct them to RSVP or book a demo appointment.
Poll Idea for Your Social Media Campaign
“What’s your favorite trade show freebie?
️ Branded Pens
Chocolate
️ Discount Offers
Gadgets”
This will not only increase engagement but also give you intel for killer swag!
Step 4: Have a Killer Team Strategy
A flashy booth is great, but people don’t just remember the booth; they remember you. Your booth staff needs to be ready to dazzle.
- Training Is Key
Everyone should know the product backward and forwards. Role-play scenarios where they answer attendee questions with enthusiasm and expertise. - No Glued-to-the-Phone Look
(Seriously, folks. No scrolling on Instagram behind the booth table.) - Friendly and Approachable
Teach staff to smile, make eye contact, and engage visitors as they pass by.
Fun Hack: Have a go-to conversation starter. Something like, “What does your current copier setup look like? Do you love it or… tolerate it?”
Step 5: Follow Up, AKA Don’t Ghost Your Leads
The show might end, but the work’s not over. This is where a lot of businesses drop the ball.
Here’s how to nail the follow-up process:
- Timeframe
Reach out to leads within five days. Any longer and they might forget you (ouch). - Personalization
Reference something specific from your conversation at the booth. E.g., “Hi Sarah, It was great chatting about your office’s printing needs! Here’s the info about our high-volume copier we discussed.” - Freebies Revisited
Send a thank-you email with a follow-up offer, like a discount or free demo.
Wrapping Up
Prepping for a trade show as a printer/copier dealer doesn’t have to be intimidating. From setting clear goals to creating a killer booth and engaging with attendees in a way they won’t forget, you’ve got all the tools you need to succeed.
And hey, if all else fails, remember this golden rule for trade shows: Just be memorable. Whether that’s through a stunning booth, unforgettable team interactions, or a branded stress-ball shaped like a mini copier (hint, hint), make sure people walk away thinking, “Yep, that’s the business I want to work with.”
Now go forth and conquer trade show season. You got this!
