Must-Have Checklist for Your SaaS Trade Shows and Events

If you're planning to set up a stall or a booth at a grand SaaS event, a Trade Show or a flagship Market Research event, here are some assets that can help you stand out your brand, product, and overall business to attract your potential ICPs:

Eye-catching booth design: Your booth design should be visually appealing and grab attendees' attention. Use brand colors (possibly bold colors), high-quality graphics with proper balance to white space for better readability, and unique props like standee, and spin-wheels, to make your booth more engaging than the rest.

Live demos: Showcasing your product with a live demo can effectively convince potential customers to try it out. Make sure to have a clear and concise demonstration that highlights the key features and benefits of your product. With different properties in place, you can engage your prospect by letting them explore what they want, and foot forward the conversation from then.

Collateral materials: Have printed materials available for attendees to take with them, such as brochures, business cards, and flyers. These materials should include a brief overview of your product and its benefits, as well as contact information for your sales team. Be sure to educate the prospects/ICPs with the hero messaging of your product.

Freebies & Giveaways: Everyone loves freebies, so be sure to have something to give away, such as tumblers, flasks, stationery items (i.e., dairies, branded pens, etc), laptop sleeves, power banks, desk accessories, succulents (as eco-friendly), keychains/charms, t-shirts/hoodies, gifting portal vouchers with personalized bundled items, socks, tie, soft-toys and the list goes on. These items should have your branding and contact information prominently displayed.

Engaging staff: Your product and sales team should be knowledgeable about your product and sure shot to answer any questions that attendees may have. They should also be friendly, approachable, and engaging to make attendees feel comfortable and interested in your product.

Interactive experiences: Consider setting up an interactive experience that attendees can participate in, such as a product poker, game or quiz that relates to your product. This can help create a memorable experience and increase the likelihood of attendees remembering your product. Give spontaneous offers that if the prospect is willing to sign for a product demo within a month, then the cost negotiation or bundle offers room will be opened for better anchoring.

While there are numerous ideas to anchor such on-ground SaaS events, the key to a successful driving force to the bottom line is the "existence created by marketing" bringing the prospects from digital interactions/engagements to on-ground and helping them to understand what the product is about. For this, many account-based marketing and demand generation efforts serve as a backbone, with relevant content syndication and custom marketing collaterals that need to be rolled out before effectively communicating the product and the event details to the prospects.