With so much competition at trade shows, understanding the components of keeping your booth competitive at both the micro and macro levels will help your brand stand out from the sea of exhibitors. Below, we’ll outline the essential information to gather for your brand’s trade show competitive landscape so that you have the tools to create a successful and memorable experience.
The first step in developing an impactful presence at the trade show is to define the key components at the macro level, i.e., the show itself. Ask yourself: What is the purpose of this specific show? Then, anticipate what the attendees expect to determine the message you want them to take away from your booth.
The physical characteristics of the show are significant drivers of engagement. Some questions you’ll need to address will be:
In this business, things change rapidly from show to show. To remain competitive, it’s crucial to keep up with new developments in the market and be aware of what your competitors are doing. You’ll need to understand a few things about your competitors:
Pro tip: Keeping on top of even just a few competitors can get overwhelming quickly. That’s why Steelhead has started the work for you by creating competitive analyses for a few top shows. We’re so passionate about the insights gathered from the competitive landscape process that you can download them for free!
Check them out here:
The physical environment of the trade show and a clear understanding of your competitors’ techniques will be huge factors in how you showcase your products. Ultimately, it’s most important to best present your booth in a way that stays true to your brand. Ask yourself what message you want to relay and devise a plan to represent that best. Keep in mind what you’ve noticed working for competitors and what has and hasn’t worked for you in the past.
Speaking of keeping track of what works vs. what doesn’t — we have one more free tool for you to use in your trade show strategy process! When it’s time to recap., take the opportunity to gather info and reflect on the event's performance by downloading our Critical Event Assessment.
Many factors go into creating a great show. Some things may be out of your control. Still, the best way to set yourself up for success is to prepare as best you can by knowing the physical landscape on the macro level, being aware of what your competitors are doing on the micro level, and gathering as much information as you can to create a booth that will represent your brand authentically.
The right exhibit partner can help you navigate your brand’s competitive landscape to come up with creative and sustainable ways to stand out from the crowd. Contact us today to get started on your next event!
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