Standing Out at Trade Shows and Job Fairs

Attending trade shows and job fairs can be important for any growing business. Events such as job fairs allow for recruitment of personnel through face to face interaction and spontaneous interviewing, whilst trade shows allow companies the time to interact with colleagues and other companies inside their industry as well as attract the attention of potential new customers. As a result, these kinds of exhibition can be very competitive, making it ever more important for your business to stand out from the crowd. One proven way of doing this involves the use of pop up displays that showcase new and upcoming products or services, including information about how they work, as well as general information and history of the company.

In addition to display stands and use of eye candy to attract customers, good solid representation from the company is also necessary. It is not uncommon to see HR personnel conducting interviews and processing initial paperwork next to managerial staff who represent the departments with vacancies to fill at a job fair. At trade shows, a spokesperson should be present in order to provide support and add a degree of professionalism to the overall presentation. Interaction with the CEO of the company is also preferable for small or medium sized companies.
It is safe to assume that your competitors will be employing all of the above techniques as well, so these are strictly the minimum requirements for successfully competing at an exhibition. Other proven methods include free samples, raffles, giveaways, and Q&A’s should the event sponsor allow it. For these kinds of occasions, a well-crafted speech and a great deal of preparation can help your company stand out from the competition. Ensure that you verbally communicate your company’s name, goals, history, and any other relevant information relating to upcoming products or services.

Before the event, be sure to announce it on the company website well in advance, including any useful information that might attract customers or those looking for jobs. This might be the names of those who will be there to answer questions, as well as the company’s reasons for attending the event. If the event has a site or forum then be sure to have your company listed in the attendees section. Where possible, get a full page representing your company. As this might cost money, make sure to allow for it in the company’s budget.

Events such as trade shows and job fairs can be vital for a company to achieve its desired strategic growth. Businesses willing to capitalise on the attention these events bring are in a position to stay at the forefront of their specific industry, gain qualified new employees and most of all maintain a transparency and interaction with colleagues and the target audience that might not otherwise be possible. Regardless of industry, it is important to be represented well, and exhibitions are a great way of allowing thorough and efficient brand representation.

Trade shows, job fairs, and other exhibitions are very important to the strategic growth and vitality of a company. Those who capitalize on such attention are in a position to stay at the forefront of the industry, acquire the best new employees, and maintain a transparency and a dialogue with colleagues and consumers that would not otherwise be possible. No matter what niche your company is in, it’s important to be represented by the industry, and exhibitions allow for this in a highly effective way.

About the Author: Dane Cross is a freelance writer, regularly blogging on the subject of trade show and event marketing. He currently writes on behalf of Marler Haley

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