Trade show marketing strategy for start-ups

[4 things to know beyond your booth]

Trade show as a marketing channel

The main concern of startup's CEO is always about marketing. We have experience about our product. We have knowledge about our technology. But we don't have any marketing channels which connects clients. Trade show marketing, therefore, could be an appropriate chance to promote products and meet buyers for startups with relatively low costs. This is the reason many public startup institutions support trade show marketing for small and medium-sized companies.

Trade show marketing is very good opportunity for startups to meet not only buyers but also potential partners during the show period, however, it would be never happened if startups only stay and wait in their 3X3 booth. There is a way to fully use trade show as an off-line marketing platform, and it is an 'out boarding'.

What is Out boarding?

As we go out for boating for fishing or swimming, we can see a boat hanging an engine behind a boat, which is an out boarding. Out boarding engine is very useful for changing power, so boat driver can boost speed or power as his/her own will.

Startups also apply this out boarding strategy to their trade show marketing beyond their booth. Here are 4 simple tips for using out boarding trade show marketing.

1. Be a speaker

Startups are impossible if they compete with Samsung or Google with booth size. Samsung usually participates CES with more than 100 booth size, however, startups just join the show with 1-2 booth size. Booth design or size generally shows its exhibitor's financial status. If you have a pride for showing your own product or technology, do not compete on a show floor. Rather compete on a conference stage. No matter how you are big or small company, conference stage gives a same chance to stand only one person to speech. So, compete with larger exhibitors by offering educational or trend sessions, starring your company's execs. It will give you an excellent chance for branding and promoting your company industry-wide.

2. Apply for trade show award

If you decide to join the global trade show like CES or MWC, you must consider how your exhibit or brand should be recognized compared to other exhibitors. Global trade shows mean that more than thousands companies join together, so buyers do not have time to invest your booth unless you are shown before the show starts. Applying for trade show award is a best opportunity to appeal to buyers before the show open, because buyers usually plan to visit booth before they visit the show floor.

If you are selected as an award-winner, your product would be placed in an award-winning zone, so press and buyers can easily check best products of the year and then visit the booth.

Do not hesitate to apply for trade show award. It will give you another chance beyond your booth.

3. Be a host for corporate event

Trade show could be a dangerous channel sometimes. If you have a plan to show your new tech or products in a show for the first time, you must keep your competitors away from your booth. But you don't know who your competitor or industrial spy is if they hide their badge.

Being a host is a way to appeal to your special guests without any interruption. Ask your show organizer where available space is for making corporate events for your own guest. Show organizer would provide you available time and space in convention center, or dining place outside venue. Private dinners especially give a chance to foster relationships with top prospects away from the competition on the show floor.

4. Open a corporate ceremony

Ceremony is a tool for promoting our brand marketing when we are on the first phase of company life cycle. If you have things to make MOU or contract with your partners or clients, do not make ceremony in your company's dark and small meeting room. Bring your ceremony to the show floor, then all industry players will keep an eye on you including buyers, press, competitors and event governments!

Ask your show organizer where the best place for your ceremony, then he/her would provide you available VIP room, attractive photo-wall, or event stage for free. You don't have to pay big money for your ceremony, rather just use your trade show space with the help of show organizer.

Use a trade show platform beyond your booth

4 tips as above are just examples based on out boarding marketing, you can plan your own out boarding plan when you join trade show. Do not stay all 3-4days just in your booth. Go and meet your clients, partners using trade show platform including exhibition, conference, events and ceremonies. If you fully activate based on out boarding strategy, you will get variety of contents after the show.