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The trade show floor is packed with competing firms vying for attendees' attention.
The difference between making large profits or being drowned out by rivals is a company's ability to stand out as a leader in its sector.
Trade show exhibitors with the most success identify their trade show unique selling proposition (USP) early on and build a successful trade show strategy around it.
A unique selling proposition is a statement that describes what makes your company, product or service different from the competition.
The USP should be compelling enough to make attendees choose you over any other exhibitor at the trade show floor.
By creating and implementing your USP into your trade show strategy, you are able to get more ROI out of the show. Trade shows are expensive and it is important to make each dollar count.
The first step is to take a good hard look at your company, product or service.
Closely examine how it compares with the competitors in your industry.
Creating a list of features and benefits that set you apart will be helpful in developing your USP later on.
What sets you apart? Why should someone choose you?
After you have determined what makes your company different, it is time to craft a statement that captures this.
The USP should be short, memorable and easy to understand.
Here are some examples of effective USPs:
Once you have your USP, it is important to weave it into all aspects of your trade show strategy.
Your booth design, marketing materials and even conversation with potential leads should all communicate your unique selling proposition.
By doing this, you are able to create a consistent message that will stick with attendees long after the show is over.
Creating a successful trade show strategy takes time and effort, but it is well worth it in the end.
By identifying your unique selling proposition and implementing it into your plan, you are able to set yourself apart from the competition and increase your ROI.
Remember, the goal is to make each dollar count, so be sure to put your best foot forward at your next trade show!
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