It’s no secret that the packaging industry has been thriving. With buyers searching for innovative and sustainable packaging, trade shows offer the perfect opportunity to showcase solutions. However, navigating these trade shows is not always simple, and knowing the route to success can be hard. Below is some expert advice to guarantee success at your next packaging show.
Why Exhibit?
If you’re new to exhibitions, you might be wondering why you should exhibit. The packaging industry might be booming, but there is a growing risk of oversaturation. Buyers have many options to choose from, and exhibiting is one of the best ways to put your brand at the forefront of their minds. Exhibiting at trade shows allows you to make meaningful face-to-face connections with buyers, show your differentiators, elevate brand awareness, and even make sales.
Sustainability
Don’t slip up on sustainability. In recent years, the packaging industry has seen huge growth in sustainability and to be successful at the expo, these values need to extend to the exhibition stand. When exhibiting sustainable packaging solutions, this is even more crucial. Promoting eco-credentials using an unsustainable stand will make your brand values seem disingenuous, which could affect trust and leads.
Not to mention, many buyers at the show will be tied to their own ESG principles, and might not be able to choose you if you do not show sustainable credentials. Quadrant2Design, a UK-based exhibition stand design and build contractor, pioneered the most sustainable and versatile exhibition stand solution on the market. The stands are modular, reusable, sustainable, and reconfigurable, yet they can also host custom and bespoke features.
Exhibition Stand Design
When working in a design-based field, the exhibition stand acts as a canvas for your design abilities. Because of this, the stand must be visually appealing and reflect your own quality and design abilities. You have to think, your exhibition stand serves as your identity at a trade show, so you want to be proud of it.
Speaking of exhibition stand design, make sure your products are the star of the show. Use lighting to draw ideas to products and use integrated showcases for the most professional finish. High-level branding can boost your visibility in the hall, and rotating or moving elements can add dynamism and capture attention in an otherwise sea of still stands.
Though the design style should be synonymous with your brand, there are a few tactics that work well. For some, the less is more outlook is effective, as it allows brands to give full priority to the products. If brand awareness is a priority, focus on using your brand colors to your advantage to boost memorability! The design needs to be memorable and noticeable to maximize your return on investment.
Bring a Wide Range of Products
Packaging is a fast-paced industry. When offering packaging solutions, it’s important to show your diverse capabilities. Bring a range of examples for each packaging style so that clients can envisage their brand on the product! If you have a large range of products, it might be worth investing in a storage space on the stand so you have enough example work to show visitors. Buying packaging is a tactile business, so let decision-makers hold and feel the products if they want to. Samples are also a great way to show your capabilities. For example, some gift packaging suppliers offer small goodie bags using their packaging for buyers to take away and reflect!
The Team
Make sure your team knows your product inside and out. Your stand is likely to draw in visitors, but your team needs to initiate conversations and reflect well on your brand. To do this, select a team that is friendly, approachable and confident, but also knowledgeable.
Capture Leads and Follow Up
Capturing leads is crucial for maximizing the return on investment. Most trade shows invite visitors to wear scannable badges. Remind your team to use these to their advantage. However, it’s also worth including your own lead retrieval methods. Having an iPad with a contact page or even a scannable QR code can significantly boost the amount of leads collected.
Following up with the leads is as important as capturing them. After the show, it’s essential to reach out promptly while your brand is still fresh in their minds. Personalized follow-up emails or phone calls offering additional information about your products or services can go a long way in converting those leads into potential customers.
Consistent and persistent follow-up is key to converting leads into actual business opportunities, so it’s crucial to have a well-defined follow-up strategy in place before the trade show even begins.
Conclusion
Exhibiting at packaging trade shows presents a valuable opportunity to showcase your solutions, make meaningful connections with buyers, and elevate brand awareness. By prioritizing sustainability, eye-catching exhibition stand design, showcasing diversity, and implementing effective lead capture and follow-up strategies, you can maximize the return on investment from your trade show participation.
Remember, a well-prepared and knowledgeable team is also crucial in representing your brand effectively. With careful planning and execution, your presence at packaging trade shows can lead to significant business opportunities and long-term success.
