Trade shows are a great way to gain exposure, meet potential customers, generate leads and grow your business. However, there may be hundreds of other companies at a trade show competing for your audience’s attention. Most booth holders will use the same boring tactics and attendees will eventually forget who was who. To make sure you make a lasting impression, follow our top tips below.
- Dress Up Your Booth
Think of your booth as a storefront. If it looks shabby or uninteresting people will just pass on by to the next one. It’s important to dress up your booth so that people want to stop and take a look.
The easiest and most important way to dress your booth is with quality signage. Your company’s name and logo should be visible to people passing by. This should also be accompanied by imagery relating to your products or services. Try to make your graphics big and colourful with impact. Images that make people stop and think are great for starting conversation.
It pays to add an interactive element to your booth as well. This might be a coffee stand, video loop or mobile device station – anything that will encourage an attendee to stop and engage with your stand.
- Dress Up Your Self
Many booth holders forget that they are also an important visual element. It is essential that you put thought into how you will dress on the day. If it is appropriate consider dressing up in costume or branded uniform to connect with your stand and promote brand recognition.
- Be Generous
Who doesn’t love free stuff? Let’s be honest it’s the easiest way to get a person engaged with your offering. Giving away branded water bottles or pens is a great way to ensure your brand is remembered outside of the trade show.
Being generous doesn’t have to cost a fortune either. Place a bowl of chocolates or lollies on your booth table and people will want to stop. This generosity is also great for brand image because people will remember you as the company who went above and beyond to make them happy.
- Be enthusiastic and approachable
Sitting behind your booth sulking because you’re bored is a sure fire way to miss out on potential clients. If you look cranky or annoyed people won’t want to talk to you. To appear open and approachable spend your time on your feet at the front of the booth. This will let attendees know you are ready to chat and keen to answer questions.
Be courteous by greeting everyone who stops at your booth and thanking them as they leave. People remember good manners and it will put you miles ahead of the competition that seem disinterested.
- Bring extra staff
If you know you are going to a busy trade show and can spare a few staff for the day make sure you bring them! Think of the business you may miss out on when talking to one attendee. If you have extra staff they will be able to hand out flyers, talk to people and help drum up business while you are occupied.
- Premarket and take Appointments
If your trade show organiser allows, contact registered attendees prior to the show and invite them to stop into your stand at a scheduled time. Many shows now offer appointment schedules as part of their marketing programs.
Don’t forget to tell your existing contacts that you will be exhibiting and also invite them to your stand.
- Don’t forget to follow up
Remember to also take responsibility for engaging with the attendee. If you rely on them to contact you after the event you might be hearing crickets. Take the time to follow up each contact that you engage with at your show – either via email or in person.
Want more tips for getting the most out of trade shows and exhibitions? Download this handy little guide published by Clarity Marketing – it even includes a planning checklist!