Why Branding Matters for Small Businesses at Trade Shows

Why Branding Matters for Small Businesses at Trade Shows

Conventions, trade shows, and other events are powerful opportunities for small businesses to stand out, connect with potential customers, and build valuable industry relationships. But success at these events doesn’t just happen, it relies heavily on strong branding and thoughtful marketing. Without them, even the best products or services can get lost in the noise of a crowded exhibition hall. This is why Whalebacker’s Creator Services department is dedicated to providing customized options for our clients to make a big impression at events. 

First Impressions Count

Attendees at conventions are often overwhelmed with options, such as hundreds of booths, flashing signage, and constant pitches. A clear, consistent brand identity with memorable visuals will stay in the minds of attendees. This includes:

• Visual Branding: Logos, booth design, and promotional materials should reflect your brand’s personality, values, and overall “vibe” you wish to present.
• Messaging: Attendees’ attention can certainly be grabbed by impressive visuals, but to make a lasting impression, the follow-up messaging needs to be readily digestible. A simple, compelling tagline or pitch helps attendees quickly understand what you do and why they should care. Showing a display of a product near a large and relevant visual helps to quickly guide a person’s train of thought. 
• Professionalism: Cohesive branding communicates credibility and reliability, even for a small business. 

Engaging and Guiding Attendees at the Booth

Once people arrive, marketing is what keeps them engaged. A branded giveaway, live demo, or interactive activity can create a memorable experience, and the continued use of a color scheme, logo, and related imagery serves to constantly remind the attendees just what they’re there for. The goal is not just to attract attention, but to build meaningful connections with your brand. Through the use of stanchions or crowd control barriers, attendees can easily be guided through these experiences in a way that does not disrupt others’ time in the space, or obstruct the view of the many passerbys. This also makes staffing extra important. Staff should be approachable, knowledgeable, and consistent in how they communicate your brand’s value. They should be outgoing and ready to guide attendees through your booth’s experience in a way that provides a stress-free and fun environment. 

In the case of the Cuddlee Kaiju booth pictured here, stanchions guided the guests through a branded line of games such as Skee-Ball and a claw machine, while large branded backdrops provided information, places to take selfies, and even a QR code to a promotional comic that could be read while they wait. Giveaways took place at a different part of the booth via a spinning wheel, while product videos played on a monitor. Not only do we offer custom booth backdrops, but we can also design your display to have mounts for monitors built right into your booth structure. Branded crowd control barriers, such as those we made for Modiphius’ most recent GenCon booth, are a smart upgrade from stanchions, offering additional opportunities for branded visuals while attendees wait in lines.

Post-Event Marketing

The convention doesn’t end when the lights go down. Strong marketing includes takeaways that remind the attendees of your brand afterward. This can include physical hand-outs, such as these product catalogs and branded shopping bags we made for Horrible Guild. It’s important to also collect leads and follow up afterward. Always have a place at the booth where attendees can sign up for e-mail blasts as well as be educated about the social media platforms your brand frequents. Be sure to post photos of the event on your social media for attendees to find, and make a separate e-mail list just from those who signed up at the show to send a more personalized email to them, thanking them for coming to the booth. 

The Payoff for Small Businesses

For small businesses, branding and marketing are what level the playing field against larger competitors. A well-branded, strategically marketed booth can:

• Attract more qualified leads
• Build stronger customer loyalty
• Generate long-term recognition in your industry

These strategies translate to successful outcomes for bands as well, creating a more appealing and memorable merch booth, such the backdrops we made for American Grim, Crossbone Skully, and others. Costumed characters from your brand’s intellectual property can make for a memorable occasion as well, as many will stop to pose for photos with the character. This makes branded backdrops important for easy visual cues for those looking back on the photos later, increasing long-term recognition. 

In short, trade shows and conventions are more than just a place to showcase products, they’re a stage for your brand. With the right marketing strategy and custom booth designed specifically to implement that strategy, a small business can turn a live event into a powerful growth opportunity. Do you need custom branded booth builds and marketing materials? Whalebacker has your back. E-mail Josh Werner at josh@whalebacker.com for information about the numerous customized options we have available, including overhead signage, backdrops, tablecloths, counters, shelving, and so much more.