In a world where internet rules, trade shows are a great way to get in the face of prospective clients. When you’re in an arena with hundreds of other companies keep the following in mind in order to stand out.
What have I gotten myself into?
Take a look at why you chose the particular show you signed up for; is it industry specific? To debut a new product or feature of a current product? To generate leads? Or simply make contacts? Be sure you know the answer to this question. Attendees may ask you, sometimes even other businesses or (gasp) competitors. Other branches of this tree include tailoring your approach and knowing your strengths. Casting a general knowledge net doesn’t always catch the attention of individual clients. Talk to the person, not the people.
How can I show myself in the best light?
Focus on the quality of the information you offer, not the quantity. Give the prospective client enough information that when you follow up with them after the show, they will remember you in a good light. Presenting too much information can be a turnoff.
Be responsive to attendees, an overeager “sales person” will make the most seasoned trade show attendee walk on by. A friendly smile and warm greeting go a long way. This is a great start to appeal to their emotions. When you meet people where they are, they view you as more respectable and honest.
How do I get attendees to come into my booth?
Three words, drama, flair and gifts. Hanging displays, technology and games are all ways to draw in a crowd. Your exhibit should be your number one sales person, interactive and excitement-inducing. It should also be well lit and functional.
But gifts make you memorable. Your promotional items should convey your brand, message and clarify who you are and what you do. Each item should include your business name, logo, phone number, email address and website.
Face to face interaction with prospective clients may feel like a thing of the past, but at a trade show, it’s the most important part of your success.
If you are a first-time exhibitor or it’s been a while since you exhibited, brush up on important keys to your victory: Trade Show Strategy – 13 Questions To Ask Before You Exhibit.
