When this podcast was launched, we were in the run up to Badminton Horse Trials, in fact, it was just a week away. With this in mind, I thought it sounded like a good time to dive into how to promote your company if you have a tradestand at an event. Whether it’s something as big as Badminton Horse Trials or a small local show. Also, in this episode of the Small & Supercharged Podcast, I give tips for people who want to do but don’t yet have a tradestands, and also give some tips for brand ambassadors and sponsored riders, to help them support the brands who support them,
How to promote your stand at an event…and how to help the brands you work with if you’re a brand ambassador or sponsored rider
In this podcast, I focus firmly on how to promote your stand at an event. As all retailers and suppliers who attend shows and events know, tradestands aren’t cheap. Not only do you have the cost of the stand, but the staff and accommodation, let alone food and drink, needed to run a stand can cost a a lot of money. However, there’s no doubt that tradestands can reap huge rewards for companies too. So in this episode of the Small & Supercharged Podcast, I’m going to try and help you give your stand every chance of success. I cover four main areas as detailed below….
Where are you going?
Tell people. If you want to promote that you’re at an event, you have to tell people. And not just once, more than once. And don’t stop when you’re at the show, you have to keep going if it’s longer than a one day show. I also talk about different ways to get this message across to your social media following without boring them. I talk about using different ‘products’ such as lives, videos, as well as newsletters, flyers, email signatures and so much more.
Why should they make the effort?
Why should they come and see you? It’s important to not just tell people you’re at an event, but give them a reason why a visit to your stand is a good idea. Maybe you have new products on your stand? Maybe you have on stand promotions? Maybe you have different offers for different groups (like Facebook, Instagram, newsletter, etc)? The latter can be a good way to see where your show traffic is coming from.
Of course, it’s not just free things that encourage people to come to the stand. You could run a giveaway with another brand to receive a sample tub of something, for example. It could be something as simple as telling people to that they can try before they buy. One of the limitations of buying online is that you have to be really confident in your sizing or else you can get involved with returns.
Offering an incentive, such as a bottle of water, prosecco, a gin bar like Fairfax & Favor, a sweet, a cake… or even a bowl of water for the dog can be really good.
Keep the promotion going….
At the the event. When you’re at the event, KEEP GOING. If you want to promote your stand at an event, go behind the scenes. Hiho Silver’s King of the Road often does videos where he walks the dogs on the parkland around these amazing events in the morning. I love it. It’s like a proper behind the scenes moment.
Another great use of things like Instagram and Facebook Stories and Lives can be to show people where your stand is at the event. Maybe you take people on the walk with you from a notable point, like the scoreboard.
An extra sneaky tip here would be to interview and chat to other brands as you make your way to your stand with the hope that these brands might share on their feeds (I mean, ask them to, that’s a solid place to start!). If you’re a non-conflicting company, it can only help you as you’re telling their fans and followers where you are in relation to them.
Brand ambassadors and sponsored riders
Don’t forget to use your brand ambassadors and sponsored riders. Tell them where you’re going and which events you’re attending, and ask if they might consider telling their fans and followers. Maybe you can promote your brand ambassadors in some way through having a meet and greet on your stand or something similar. If you’re a brand ambassador or a sponsored rider, helping brands promote their presence on their stand can be so valuable. Maybe you can do some content on their stand, or interview a founder (just email first as things get a bit manic on the stand!).
Where you’re getting this content from…
- This year’s event (set up and when you’re there… also get pics for next year’s promotion)
- Last year’s images that you’ve taken
- If you get permission from the event and you’re able to do it, using one of the event’s maps can make great content with a big ‘we are here’ arrow.
Bonus tip – if you’re a retailer, use the events you go to as a great research exercise. Don’t make carbon copies of anyone else’s stands, that’s not good, but you can pick up tips and get ideas connected to small space designs, props and lots of other things too.
