3 billion euros: that’s the market generated by over 1,000 annual events in France every year. That’s how important the trade show industry is, and the repercussions in terms of growth for the companies that take part. Given the many advantages, taking part in a trade
show is now an integral part of the marketing strategy of many entrepreneurs.
Indeed, furniture manufacturers or distributors take part in these professional gatherings to promote their latest creations and network with other companies, customers or future partners operating in the same field. Such events contribute to increased brand awareness, greater customer engagement and higher sales.
In 2019, the trade show sector saw a 1.6% increase in sales, and 2020 promises to continue this trend. Companies therefore need to find a way to shine in a highly competitive environment. To achieve this, here are 5 secrets for participating in a trade show and succeeding in standing out brilliantly.
#1. Announce your participation early
When you take part in a trade show, you want people to come to you with an idea of your work. If your brand is known beforehand, a prospect attending the show will be more likely to take a closer look at what you have to offer. Pre-show promotion is a useful technique for increasing booth traffic and brand awareness.
Pre-show promotion consists in generating media coverage around the event: you’re going to take part in a trade show, and the public needs to know about it. So you need to invest in :
- social media: posts on your page or advertising on Facebook to reach a wide audience;
- Internet advertising: Ad Words, retargeting… ;
- advertorials: an article published on an influential or specialized site will make you known to your core target audience.
- Mailings to customers registered in your database or that of the event organizers. In this mailing, prospects should be given a convincing reason to visit your stand.
In return, you can expect a substantial jump in sales thanks to the improved quality and quantity of prospects visiting your stand.
#2. New 3D technologies: engaging tools
In the world of furniture, effective visuals are the sinews of war. With competition and technology multiplying, traditional images are taking a beating. They don’t always manage to communicate the full utility and functionality of an object, or provide enough reasons to buy right away.
When it comes to participating in a trade show, simple images don’t effectively reach hundreds of visitors.
3D technologies, on the other hand, can provide an experience for visitors who are drawn in by compelling presentations. These can take the form of :
- an animated video showcasing a piece of furniture, its functionalities, its modularity (recliner, electric bed, modular furniture…) ;
- immersion in a 360° virtual visit, showing all the details of a piece of furniture or a set of furniture (bedroom, living room, details of an armchair…);
- an elaborate 3D visualization presenting a piece of furniture in a luxurious scene (offering a beautiful image to a high-end item);
- an augmented reality application that reproduces your furniture in any space (useful for living rooms and other bulky items).
All this will add that futuristic touch that companies are looking for to set themselves apart.
But the main purpose of taking part in a trade show is to extend the customer relationship. Afterwards, these new technologies can be deployed on the Internet to offer interaction with prospects. For example, you could team up with architects or interior designers to reference your products. All you need to do is provide 3D models of your products and offer them for download from your website. Then, if the designer fulfills the contract, he or she can direct the customer to purchase your furniture when the project is completed. Your entire catalog will be accessible online, and interior designers will promote you using your furniture in their 3D visual presentations. Big names like Minotti and Ligne Roset no longer hesitate to use this method.
#3. Video and 3D visuals as a means of communication
In the world of furniture, visuals, animated or not, are the most widespread means of communication. When you want to take part in a trade show, you need to equip yourself with quality marketing tools that will stand out from the stand next door. This is why it’s a good idea to enlist the help of a 3D visual creator. They can provide photorealistic visuals of your furniture, in scenes that are astonishingly realistic.
But to attract visitors to a professional event, video is still a must. Whether it’s to promote an item in a luxurious or extravagant universe, or to demonstrate the modularity of a piece of furniture, 3D animation catches the eye when it’s shown on your stand. You’ll be able to show off the furniture’s functionality, construction details and meticulous finishing.
Don’t hesitate to use slideshows to show all the variations in terms of materials or range. Scrolling on the screens of your stand or displayed on a tablet in front of a prospect, the customer will be more inclined to buy, especially if the sales pitch takes over effectively.
#4. Will you be taking part in a trade show? Announce it on your networks!
As we said earlier, you want to attract a large number of visitors to your stand. If your brand is well established, you probably have a large number of subscribers on your social networks. And taking part in a trade show is precisely the opportunity to meet all your followers. So you’ll need to let them know about the event and make them want to come, whether by promising good discounts or presenting new products.
Keep in mind that you need to generate as much attention as possible:
- use a memorable hashtag and a countdown timer, for example,
- get influencers to recommend you,
- buy advertising on Facebook to publicize the event,
- appear on local radio stations to explain your project.
The main idea here, apart from promoting the stand, is to engage with potential participants before the show. You’ll want to build suspense around the event, and make them want to go there to take advantage of promotions, or simply to see your furniture in a way other than online.
A simple smartphone will enable you to retransmit the highlights of the show to the networks, so as to arouse the interest of your followers. So if you’re planning to attend a trade show, live streaming will be an ideal option for reaching a target audience online in a simple and entertaining way.
#5. Planning to attend a trade show? Think gifts!
Honestly, if you were passing between two similar booths and one offered coffee, which would you choose? People love small gifts, and this is certainly a recipe for attracting visitors. Imagine offering coffee around a table you’re selling, or cakes to enjoy from the comfort of your sofa. Visitors will immediately feel helped and grateful. Then it’s time for your sales team to approach them and extol the virtues of your furniture.
But the more valuable the gift, the more people will remember you. You could encourage them to share a post on the networks in exchange for a gift, to create buzz around your brand and the event.
With over 200 trade shows scheduled in France for 2020, furniture manufacturers and distributors will have plenty of opportunities to meet their public. However, taking part in a trade show is no guarantee of brand success. Event marketing must be well thought-out, with impeccable product presentation. The latter requires a budget and, above all, time – precious commodities when the trade show approaches. That’s where 3D services come in. We supply all the material you need in different formats for presentations, merchandise display, stand decoration… and all in a much faster and more cost-effective way.
Are you planning to take part in a trade show and want to boost your event marketing? Try our 3D product rendering services and get noticed with outstanding visuals.
Read on for our selection of the 7 must-attend furniture trade shows in 2020.
