How to Launch a New Product at Trade Shows and Fairs

Launching a new product at a trade show or fair is one of the most important reasons for companies to participate in the trade show or fairs. Why wouldn’t it be? The target audience is going to be there as well with the competitors. In addition, press is going to be interested in the show so there is a high chance of the launch’s being printed on newspapers or mentioned on web. This means advertisement; advertisement for free and there’s nothing we like more, is there?

If you are an experienced trade show or fair attendee, you are already familiar with the importance of planning your participation. There are bunch of things to be considered in advance to the event in order to maximize the results; or turn your trade show or fair attendance into a major company success.

However, if you want to launch a new product or service in the upcoming show you are going to attend, this needs some special preparation. Because the opportunity to make your service or product known when the target audience and the press is there can only be successful if you are fully aware of what you are doing and equipped with the details that will help you.

Here are some important things that need to be taken into consideration prior to a launch of a new product or service at a trade show.

The Most Essential: A Launch Outline

In addition to the trade show participation outline you have prepared with your colleagues, you must prepare a special outline for the product launch. This may include the content to be distributed during the launch; such as the giveaways or the flyers that include the information about the new product. You must figure these out in detail. Asking these questions to yourself may help you on creating the best content:

• What do the customers need to know about the new service or product?
• What is the best and the most clear way to present this information?
• Is it possible to engage technology in our way of presenting the information?

Another thing that must be included in your outline is the testimonial section. User testimonials are great when it comes to convincing the customers to buy or use the product you are about to launch. Make sure you have some and distribute these in the best way possible.

Send the right person in: Your Product Manager

The team consisted of the right people to represent your company or business during the show is the key to success, you already know this. Here on Eventegg, we have discussed the importance of a strong trade show staff and given some tips on how to motivate and manage the people that will be the face of your business there.

If you are going to launch a new product this time, it is essential that your trade show team has the right person in: the product manager. The product manager is the one who knows the process from A to Z and can give answers to all sorts of questions regarding the service or product you are going to introduce. In addition, sending your product manager to the show signifies the importance you give to the event. It will also sharpen your image among your competitors.

Hold a Live Demonstration

This is a great chance for you to show people how beneficial and great your service is. Most of the time people will be interested in what you tell them and if your flyers are interesting enough, they will have a look at them. These two, even when combined, may not be enough to convince them to change their service or product providers. However, a live demonstration usually works better since people get the chance witness how it works and evaluate the service for themselves.

Of course, there are something you may consider in prior to the demonstration. It may be more than one time and you can add it your schedule during the trade show or fair, post in on social media, offer some giveaways who attend the demonstration and even ask visitors to participate in the live demo. This will not only attract attention but also be unforgettable.

A clear, properly working webpage

Assuming your company or business has already a website, now it is time for you to create a page under the same domain for the new product. If you give the information on the homepage of the website of your company, it will vanish among all the other content of the website. A special webpage is definitely better.

The page must be clear and properly working. Include the information you want to share about the product. Make sure it is not complicated or eye tiring. Avoid pop ups or links. Most of the audience will check the webpage of the product on their tablets or mobiles so make sure the page is optimized for both of these.

Promote your product

You have to make sure that promoting a product and launching one are two different things. Therefore, making a new service known to public definitely doesn’t mean promoting it.

You can consult to a PR company to get an insight about how to handle the promotion part of the launch. It may be much more complicated than you may think and they may offer you some valuable ideas which may attract the attention of the crowd. You can also get some insights on promoting your service or product using the means of technology here on our blog, in the post 13 Tips on Using Social Media during Trade Shows and Fairs.

Offer Giveaways and Discounts

Giveaways are an indispensable part of the fairs and trade shows, this is for sure. Their market is rapidly growing and they are now more technology and environmentally friendly. No matter for what purpose you are attending an event, you must have your giveaways with you.

If you are launching a new product on the on the other hand, your giveaways have to be prepared accordingly. Other than the regular ones that reflect your company’s mission and vision or services, having some giveaways that focus on solely the new product may be a better idea.

In addition, offering some discounts special to the people who visit your product launch may be a good idea, too. Remember, it may not be easy for people to decide which product or service they will use or it may take time to change their usual ones. So, offering them a discount that’ll be valid after the show may increase your chance to sell your service more than the aim set in the first place.

Image Credit: bowbrick

Main Image Credit: jdlasica