Simply setting up a booth at a trade show and expecting to achieve leads toward successful sales is a waste of time unless effort is put into attracting people to the booth, then engaging in meaningful discussion with them while there. The following are tips to assist you to persuade trade show attendees to stop at your booth and to remain long enough for you to get your message across.
1. Ask people what they need from you
When someone stops at your booth, they will have an interest in your business or your organization and will want to learn more. Discover what interests. Rather than explaining what your company does, ask them what they’re looking for. Listen carefully to their answers. Determine how best you can address their needs and explain to them clearly how you can do so, without any confusing or overly detailed industry jargon they may not understand. If it appears you cannot supply their needs, try finding a way in which you might be able to do so. You may come up with a solution that will work well, but which the inquirer had not considered.
2. Be personable in order to connect with the inquirer
Treat the person who approaches you as a friend or a neighbor rather than a potential client. Try to come across as someone that is relatable and welcoming. Above all, try to avoid coming across as a salesperson, desperate to sell your product or service at all costs. Try to come across rather as someone who is genuinely concerned about the inquirer’s needs and how you can be of assistance to that person.
3. Provide a sample or a demonstration of your service or product
To attract people to stop by your booth and talk to you, it helps to have a free sample relating to your product or service that you can hand to them. As you hand it to them, or as they take it from your booth, engage them in conversation by asking how they might use the product or what they think of it. A demonstration tends to attract trade show goers, too. Once you have a small group of people watching the demonstration, it encourages others to stop by, too.
4. Anticipate people’s questions
Consider what people might want to know about your product or service. They might wonder, for example, how well it works, how much it costs, or what it can achieve. Make sure that you know your product or service so well that you can answer any question immediately. The last thing you want is to look flustered when a question arises and you do not know the answer or have to consult someone else at the booth to ascertain it.
5. Keep products always on display
If you provide a number of different products or provide a variety of services, make sure that people passing by your booth will be able to see them. Some attendees might be looking for a specific product or service; if they do not see it at your booth, they will assume you do not provide it.
6. Invite people to interact with your products or displays
You might want attendees to try out a product that you offer; people can connect with interaction more so than what they hear or see. If such interaction is not possible because of the nature of your product or service, consider a brief quiz with a prize, a contest or similar tactic that will enable them to interact in some way with your product or service.
7. Build a booth with a theme
Relate your booth in some way with your business. It might be by using the colors on your logo, models or pictures of your product or service, or an attractive design. Above all, your booth should represent the nature of your business and look different from those around it. A booth for a bank, for example, clearly should look different from that of a business that provides clowns for children’s parties.
8. Look professional
Although casual dress is accepted in most workplaces, it always helps to dress respectfully when representing your company at a trade show, particularly if you have a business or service that provides professional services, such as financial consulting or legal services.
Dress up rather than down and prove to attendees you mean business!
There are plenty of ways to generate interest at a trade show booth, but video is a top choice. Discover the many benefits of using videos to attract eyes and make an impression both before, during and after the trade show.
It Generates Interest
A video can generate interest in advance of the trade show itself. Once the video is made, it can be shared through email contacts or social media. If trade show attendees see the video in advance, they are more likely to make their way to the booth to learn more. Videos can also roll in advance of a live presentation as a way of piquing interest and drawing in a larger crowd.
Resonates with a Viewing Culture
For many people, certain mediums are preferable to others. In today’s world, viewing videos is largely preferable to verbal speeches or to written text. Hundreds of millions of people watch videos online each and every day, and doing so is familiar to them. It also initiates communication, which means that people can watch the video then interact with a presenter at the trade show booth.
Videos Can Be Creative
Another great benefit of using videos at a trade show booth is the opportunity to be creative. The traditional dynamic of a trade show booth can be static. For frequent attendees and those within certain industries, particular trade show booths run the risk of repeating information that has already been heard. The right video, however, can change that image entirely. Companies have the opportunity to be creative and empower their brand with videos, and it can add plenty of flair and excitement to an otherwise ordinary booth.
Embraces Modern Technology
Many companies want to embrace a progressive and tech-savvy image. One of the ways to showcase that a business is on the cutting edge is to use implement effective marketing techniques. There are plenty of ways to do that, and video is a prime example. Ensure the video is in a position to resonate with viewers with a high production value. This also highlights professionalism and ensures that the video accurately represents the modern nature of the business.
Videos are Eye-Catching
A major goal of many trade show booths is to attract visitors and attendees. Videos can attract people in even the busiest of environments. At a trade show, there is a lot of competition for attention. With so much to see, a video can set your booth apart from your competitors and neighboring booths.
Great Source of Entertainment
Videos are an excellent marketing tool, and they can be educational, in addition to being a lot of fun! A fun video can shake up the typical trade show routine, add some visual interest and make the booth a more appealing place to visit.
Clearly, there are many benefits to using video at a trade show booth. Videos can be entertaining, eye-catching and creative. They also resonate with the viewing culture, embrace modern technology and generate interest. Increase brand awareness with a video that speaks to your guests and trade show attendees!
For many companies, the expense of attending trade shows is very worthwhile. During a trade show, you have the opportunity to interact with hundreds—potentially even thousands—of people who are all members of your industry or have great interest in it. It’s a perfect opportunity for capturing leads.
By the team you reach the end of a trade show appearance, you and your fellow exhibitors will hopefully have gathered a plethora of leads for your organization in the form of business cards or electronically exchanged contact information. Now that the show is over, what should you do with all those email addresses? Filing them away in a digital rolodex means they could be easily forgotten, and simply adding those leads to an email newsletter may or may not result in an increase in subscribers.
You might go to the same trade show every year, but there’s no reason each visit can’t be more beneficial for your business than the last. For your trade show to be a success, you have to set objectives that are quantifiable. Goals help you focus the way you design, participate and implement your exhibit. It ensures that you gain a return on your investment and maximizes your brand’s exposure.
With so many items to ship before a trade show, it can be challenging to complete everything in time. Exhibitors often have in-booth advertising, brochures, booth linens and swag to ship to the trade show. To make sure that everything arrives in time, start planning the logistics of your trade show in advance. Meticulous management is necessary to make sure that all of the display components arrive on time for the start of the show.
As you plan out your next trade show, keep in mind some of the giveaways that you plan on using. While company-labeled pens and business cards have been the standard offering for decades, there are alternatives that you can use. Unique trade show giveaways help to promote your company and generate leads. If the item has a high value, attendees are more likely to keep the item and see your business’s name or phone number regularly. When designed correctly, giveaways can boost your brand awareness, increase leads and educate customers about the business.
If you’ve followed along with our trade show planning infographic or ultimate trade show planning guide, you already have a great idea of the trade show planning process and when you should be tackling each step. It’s easier to keep track of your steps and collaborate with your fellow planners, though, when you have a physical list to reference.
In the age of digital trade show marketing, industry conventions have to use new technology to get the attention of attendees. More importantly, technology makes it easier to generate leads, develop customer relationships and boost the company’s visibility. With the right techniques, businesses can prepare for a profitable trade show.