While business cards may seem like an optional addition to your trade show, if done right, they can be very significant to your success at the event. This small detail can not only expand your business but also keep your company’s name at the top of potential clients’ minds. Whether you’re making your own business cards or having them made, make sure to read through these tips on integrating them into your trade show.
The key idea here is: the simpler the card, the better. More often than not, business cards are the last step to hooking a client to your company. Rather than being a promotional tool used to convince the potential customer to try out your brand, they are used as an informational note to help the customer reach out to your brand when they decide to do so. With this in mind, it makes sense that the best route to go when designing your business card is to make sure that it is clean, clear and easy to read.
The best business card designs will have the least amount of information. Since most people just want to quickly find the information they need, a simple phone number, address and email in addition to your company name and logo should be more than enough. Anything else will just act as clutter, which may lead to people not bothering to read through the card at all.
What you have to say is extremely important, but how you say it can make or break the success of your business card. When it comes to font, choose one that is clear and easy to read. While fancy cursive fonts may seem to be aesthetically appealing, unless the font is part of your company logo, we advise staying away from these types as they can be hard to read.
When it comes to color, it’s best to stick to no more than two or three colors. Maintain a simple color scheme, in line with the simple design, to keep people from getting a headache. You may use color to emphasize certain bits of information on your card and to help it stand out from the others in your client’s stack.
Pictures on a business card provide a visual for your company that people can later use to remember you and your business. While most attendees will have seen your logo, it’s easy for logos to blend together after visiting dozens of booths. A picture will provide more context and better differentiate your brand. Be careful when choosing a photo to include, as it will represent your brand when you’re not there to do so. The picture should be intertwined with either your brand name or the essence of your business for easy recognition.
While the design of your business card is a key component to its success, how you integrate it into your trade show is equally critical. You want to stand out from the dozens of other businesses that a person might interact with at the event. Your business card should be the link between the conversation you have with potential clients and their taking steps to follow up with you.
Although this may seem obvious, you’d be surprised how many people just leave business cards on the table for others to grab. The truth is, it’s likely passersby won’t pick up your card for whatever reason. Get around this by putting the cards into their hands yourself so they’re more likely to associate it with the person behind it and not just a faceless advertisement for your business.
The handoff should be the closing statement to your pitch. Have a conversation with the person, and then present your business card as an invitation to reach out to you. By saying things such as “Don’t hesitate to call me for any questions” or “Here’s where you can find some more information,” it will make the customer feel as though he or she has the power to either begin or end this business relationship rather than being forced to listen.
Accompany your handoff with a brief explanation of the information that is on the business card. Pointing to where the information on the card can be found will get the potential customer to actually look at the card itself, helping solidify the connection they make between it and your business.
Although business cards may seem like a thing of the past, they are in fact an important asset in creating long-term relationships with potential customers. A business card will not only provide a physical reminder of your company name, but it can also act as a personal invitation for the customer to get to know your brand. Even if it does end up at the bottom of a bag, at least you can say that you didn’t forget to hand out the invitation.
While having the perfect trade show display is an important part of a successful trade show booth, the person inside the booth is just as integral. At the end of the day, this person is responsible not only for selling your product or service but also for representing the image of your brand. While most people love a good product or service, they may change their minds if they get a negative first impression from the person representing your business. If you’re not sure how to find your perfect trade show booth host, read on for some qualities you’ll want the person to have.
While it may seem obvious, it’s critical that the person inside your booth is able to speak up. Many people will pass by a booth unless they’re approached first. In order to draw the consumers in, you need a representative who isn’t afraid to approach individuals and pique their interest. You never want the person manning your booth to be shy or hesitant to reach out.
In addition, the face behind your booth should be someone who is both confident and articulate. He or she needs to be able to get your message across quickly and clearly – so you’ll also want the person to have in-depth knowledge about your business and products or services. When people are well-versed in what they’re saying, they won’t be as prone to ramble on and on, losing their audience’s attention. While your booth representative may not have every answer to questions that arise from trade show attendees, if the individual is confident and articulate, he or she will be sure to get the message across and make a lasting impression.
The most convincing people are the ones who use the product or service themselves. This is one of the most overlooked qualities when looking for someone to man a trade show booth. When considering your options, be sure to choose someone who not only knows a lot about what you’re offering but also can truly advocate for it. Many companies make the mistake of hiring the person with the best resume without considering his or her knowledge or beliefs regarding the brand. Nothing beats the passion behind genuine interactions. Word-of-mouth is one of the most effective marketing tactics, so having someone with personal experience with your brand will make it that much more convincing, and his or her pitch will feel much more natural than a forced or staged speech.
The truth of the matter is, what it takes to attract trade show attendees may be as simple as a friendly smile. The ideal trade show host should be personable and have a sense of humor. The individual shouldn’t simply come off as someone selling a product/service; he or she should feel like a friend who’s sharing the good news about a discovered brand. These charismatic people are exactly the type of people you want inside your booth.
The person you choose to man your trade show booth can have an enormous effect on the success of your business. Be sure to consider all your options, and think outside the box on who might best fit the bill. Keeping these qualities in mind when choosing your trade show staffing is sure to deliver a successful – and fun – trade show!
When it comes to engaging the modern-day consumer, trade shows are quickly growing as an effective way to not only introduce a product but also to sell it. While it is often easy to draw a customer in with just the right amount of eye contact and a friendly greeting, more often than not, most customers end up walking away empty-handed. Whether you’re advertising a service or a tangible product, here are some surefire ways to make sure you close the deal right then and there.
The truth of the matter is that most people won’t consider buying a product unless it caters to some sort of personal need or desire. Before introducing the product, it’s important to make sure that you start by getting to know the person you’re trying to sell the product to. While you won’t need to have a lengthy, in-depth conversation with each person, you should try to get a sense of what general demographic he or she falls under. Even simply knowing the individual’s age can give you a good idea of what he or she may need or want.
Now you have the opportunity to focus more on the properties of the product that will interest that particular person. First interactions often set the course for the rest of the encounter, so it’s important to remember that you want to convince your potential customer that he or she will benefit from the product rather than simply entertaining the individual with information.
As we move toward a more fast-paced society, one of the most effective ways to hold a person’s attention is with a physical, interactive demonstration. Allowing the customer to engage with the product allows you to directly show the impact it will make on personal lives. It’s easy to forget simple words, but it’s harder to forget an actual experience.
This is also a great opportunity to show the customer the authenticity of your brand and product. It’s hard to believe things you can’t see, but who will deny something watched personally? A good demonstration will eliminate all doubts that the customer may have about the product, which will increase the probability of purchase.
One thing to remember when selling a product is to keep in mind that you are not only asking the customer to trust the product but also to trust you. Word of mouth is one of the leading ways that a product gets buzz, because people trust the opinions of others. With this in mind, make sure to present yourself to the customer as a friend rather than a salesperson. Be honest about the limitations of the product, but highlight the need for it despite the limitations. No one will believe a salesperson who goes on and on about the perfect product, but people are more inclined to trust those who don’t hold back the truth. One way to do this is by stating why the product may not be the best for a different demographic of people but perfect for those fitting the customer’s. This lets the customer know that your brand is honest and aware of the fact that this product is not for everyone. Don’t simply sell the product – sell the brand behind it.
The key to selling a product is giving the impression that the customer is not taking a risk. Make the customer think, “Why not?” A trade show offers the perfect opportunity for this because it allows you to immediately answer all the questions someone may have about the product. Since trade shows almost always offer demonstrations as well as a physical person to answer any questions or address any doubts that a customer may have, it makes for a greater likelihood of an instant purchase.
The main reason that shoppers spend so much time doing research before making a purchase is because the digital world lacks the physical assurance that people naturally desire. Most people need someone there to personally assure them that not only is there no harm in simply making the purchase now but also that it may be easier than purchasing later. It’s now or never, right?
While trade shows are great for increasing brand awareness, most companies don’t realize that this is also a great opportunity to make direct sales. There’s no doubt that the world is quickly moving toward a more digital platform, but even the most complex technological advances cannot compete with real interactions with real people. At the end of the day, people are most likely to believe in a product they can experience themselves, so make the most of your next trade show with the right sales-closing strategies!
Trade shows are an excellent way to connect with your audience and raise awareness about your business. We know that with the right booth, message, staff and materials, your brand can rule the show. But what if your impact could stretch beyond the confines of the trade show time frame? Now, with social media, the potential to make waves at your next trade show is bigger than ever. This guide will show you how to maximize the impact of your trade show marketing through social media, from before it has even started to well after the booths come down, by using the right strategies and techniques.
The most successful brands at trade shows achieve the most interactions and impressions by driving traffic to their booths. Give your potential customers plenty of time to get excited and plan for your trade show. In the weeks leading up to the event, activate your social media channels to generate as much buzz as possible. Create a public Facebook event announcing your presence at the show and highlighting some of the exciting new products you will be featuring. As the day draws closer, post on all social media channels regularly to give your customers a preview of what’s to come. Many trade shows now have their own event hashtag, so be sure to include that in all of your posts along with your company hashtag.
Finally, scrounge through your staff for the secret moviemaker and ask that person to create a teaser video about the product you’ll be showcasing at your event. Only do this if you have enough time – releasing a poorly made video will give customers a poor impression of your brand and have the opposite effect that you want it to. Make the video exciting, but keep it short so that it’s social media friendly and easy for your audience to share with friends.
You’ve put in the time, money and effort to make your showing successful – now share it! Snapchat is a superb medium for posting live photos and videos of your booth, your product and your happy customers leaving with a purchase. This is also a great opportunity to ask your customers to give a short testimonial explaining why they’re excited about your product and share it with your followers (be sure to get their permission before you post).
Trade customer involvement on social media for a giveaway. Consider giving a small prize (maybe a coupon to purchase branded swag) to each customer who checks in on Facebook and lets their friends know they’re at your booth. If you don’t have time to throw together enough prizes for every consumer, purchase one big prize that will really excite attendees, and offer entrance in a raffle for one post about your product or event. When you announce the winner of the raffle, be sure to live stream the excitement on Facebook and Instagram!
Let your audience relive the excitement on your company blog. Include the videos, photos and positive customer feedback you collected at the show. Aim to follow up with customers who attended, and encourage those who did not make it to prioritize attending your next event. This is a great opportunity to utilize that Facebook event you created back before the show – post a link to your blog on the event wall to get maximum exposure to a relevant audience and drive traffic to your website. Be sure to include links to purchase your product online, if possible.
With these social media marketing strategies, you can turn an event that takes a few hours into a month-long (or longer!) promotional campaign at little cost to your company. Follow our blog for more trade show tips, including this guide to giveaways, and leave your ideas in the comments!
Trade shows offer a spectacular opportunity to get your business and message out into the public conscience. These events give you an incredibly personal way to interact with heavy users of your product category as well as influential voices within your industry. Having a promotional product giveaway at one of these trade shows is an even better way to capitalize on the attention you will already be receiving at the event. However, not all giveaways are created equal, and a poorly executed giveaway could be a waste of your marketing budget. There are a few simple things you can do before announcing your giveaway that are sure to generate the success and return on investment you are seeking.
Like any other sort of promotional spending, you want to make sure that whatever you are investing money in will have a tangible and measurable return on investment, whether in terms of company awareness, leads or actual sales. Fortunately, giveaways can be some of the cheapest promotional activities when compared with other marketing activities like traditional advertising. However, giveaways also represent a very special challenge when it comes to quality perceptions of your company. You don’t want to offer a giveaway item that is cheap as a way to save money. Even if the item is a fully functioning and quality prize, your audience will develop the perception that your company is cheap because you did not offer a more expensive item to give away. Further, you don’t want to give away a big-ticket item so expensive that the number of customer actions necessary to receive a return on investment is unrealistic.
As with any promotional activity, you will want to define who you are trying to reach with your giveaway as early as possible in order to tailor the event to them. You also want to make sure that whatever item you decide to give away is both relevant to what your company does and something your audience would actually want. So, for example, if you are a plumbing company giving away the brand-new iPhone at a trade show, you will definitely attract a huge audience who want the phone, but as soon as the giveaway is over, nothing about a new iPhone is going to make your audience remember your company or why they should become your customers. Vice versa, if you are giving away free plumbing parts, you aren’t going to attract a very big audience, no matter how closely related to your business these items are.
Goals and Measurement
Probably the most important piece of the tradeshow giveaway puzzle is identifying the specific goals you are trying to meet with this giveaway and the related ways that you will track these goals. You can’t begin to track and measure success if you haven’t defined what success looks like. Your goals might be to create greater awareness of your company within your desired audience and generate more leads for your products, or your goals could simply be direct sales. Whatever your goals are, you need tools both at the event and beyond that will track these metrics. These tools could be things like social media, web analytics, business reviews or a noticeable incremental sales lift after the giveaway.
As we said earlier, a trade show giveaway can be a truly valuable promotional tool and one that can provide an amazing return on investment if executed properly. If you are able to keep these three tips in mind when planning your next one, you are sure to see the success of your giveaway reflected in the increasing success of your business – and will gain a reputation for having the best trade show giveaways around. For all other trade show and promotional materials needs, TradeShowPlus, Inc. has your back.
Getting the word out about your business can be difficult and often very confusing in today’s competitive landscape. Trade shows are often the perfect opportunity to reach an invested audience. While most trade shows take place indoors, there are a number that happen outside (weather permitting). Obviously, you want every penny you spend on promotion to have a measurable return on investment – and if you’re participating in an outdoor trade show, you’ll want display solutions to match the location. Fortunately, there are a number of outdoor trade show displays to effectively promote your company’s message and create new customers. Below are our top five favorite custom outdoor banners – whether for trade shows or for a carnival or fair.
When it comes to getting your message out, bigger is usually better. The ability to catch and keep potential customers’ attention is priceless, and there is no better way to achieve this than with a traditional outdoor banner wall. Due to its sheer size, the banner wall guarantees the undivided attention of whoever happens to be passing by. Additionally, its large surface area allows you more space to get creative with your visuals and messaging. An outdoor banner wall is truly one of the most versatile outdoor solutions there is, and a valuable investment in the future profitability of your organization.
If you are looking to get your company’s message out in a more subdued yet still effective way, then we highly recommend a telescopic flagpole banner. The primary advantage of this sort of outdoor display is that it is incredibly mobile and easy to work with while still gathering a lot of attention. Flagpole banners continue to be incredibly popular due to their lightweight design and the ease of changing out the creative.
Another popular outside display option – the Ace A-frame Display – is perfect for businesses like restaurants and bars or any business that receives a large volume of foot traffic. These displays are not only effective, durable, customizable and easy to set up – they also create a warm and inviting atmosphere for anyone who might be walking by your business. These displays function more like an invitation to potential customers to come in and see your business – or your business’ booth if you’re at a trade show – which makes them a valuable investment for getting your message out as well as building a positive company perception in your community.
A truly unique outdoor display option, the Outdoor Angled Brandcusi is a popular display solution that is sure to set your business apart from the rest. Due to its unique shape and equally captivating graphics, the Brandcusi guarantees attention and will deftly get the word out about your business. These displays are also known for their durability and easy upkeep, making them a great promotional investment for the long term.
Finally, another popular and fun outdoor display solution is the very famous Air Dancer. The ultimate choice in fun and attention-grabbing outdoor displays, Air Dancers make a perfect addition to the promotion efforts of any company looking to create a fun and playful brand perception. Available in many size options, Air Dancers guarantee your organization is seen as light-hearted.
While there are a plethora of outdoor display options out there that you can use for your business, we hope this list of the most popular solutions was a helpful resource on what types of outdoor displays are being used most and for what kinds of businesses. Along with these popular options, TradeShowPlus has a massive line of other outdoor display options that can be customized for any sort of business and whatever individual needs you may have. Which one is your favorite?
Trade shows can be a great way to gain traction for your business. Whether you’re just starting out or are well established, there are many opportunities available at industry shows. Having a noteworthy presence is critical for a successful show, and the booth you choose is a large part of that presence.
There is a wide range of choices in trade show booths, and knowing the different types of booths that are available will help you narrow your options and choose what best suits your business and goals. The majority of marketers worldwide use one of six types of trade show booths, each of which is described below. As you read about each type, consider these points:
Panel trade show booths consist of several panels linked together to form an enclosure or solid looking wall. Smaller panels can also be used as tabletop displays; larger sized panels can serve as the back wall of your booth.
Exhibitors who need to transport large booths from site to site often choose a modified type of panel booth known as panel and frame. These booths are more labor-intensive as they must be assembled.
Made of accordion-style panels, these booths are easy to set up and take down in that they simply unfold. Concealed hinges increase panel strength. Panel surfaces can be customized to suit your preferences.
Trade show booths with fabric images that can be stretched across a frame are known as tension fabric booths. These displays are often used as the back wall for trade show booths but can also be created in custom shapes for various purposes. Lightweight frames of aluminum or steel are preferred. Frame construction and methods of applying this tension vary.
One style uses base plates that hold upright posts. At the top of each set of posts is a cross beam for attaching the fabric. Fabric used in this type of assembly often has a pocket at the top so that the cross beam can be threaded through the pocket. Fabric ties fasten the fabric to the side posts.
Another style involves silicone edge graphics, or “SEG.” A thin strip of silicone stitched to the fabric’s edges enables the fabric to be inserted into framing grooves. When the fabric is stretched inside its frame, the graphic appears to be a giant photograph that does not reflect light. This makes your booth appear warm and welcoming. Installing SEG graphics is simple, and takedown is easy. This type of booth requires little storage space and costs less to ship than most other styles.
Banner stands are a very popular display option and are available in many shapes and sizes. Banner stands are usually made up of a banner and one or two poles. Banner graphics might display a single message, or you can create a collage of banner stands to highlight various points of your marketing campaign. Most banner stands are retractable, making it easy to transport and ship them.
Just like the name sounds, a pop-up display “jumps up” from its resting position to full size, either by a pulling motion or by fully opening the storage case. This pop can be compared to setting up movie screens or turning the pages of a children’s pop-up book.
Although a rectangular frame shape is most common, pop-ups can be customized to fit the needs of the exhibitor. Some pop-up frames are curved; others are triangular. Individual pop-ups can be combined to form walls or a series of interior displays.
Pop-up displays are simple to set up and take down and are made of lightweight materials that fit into their own carrying cases. The cases, usually made of sturdy plastic, are easy to transport, wherever your next trade show may be.
The most prominent trade show booths usually utilize a truss design. Exhibitors preparing large indoor booths prefer truss design because it is durable and has interchangeable parts. The shape of a truss design booth can be reconfigured to fit into almost any space. Truss kits usually include all parts and do not require tools for assembly.
Exhibitors have a choice of steel, aluminum or plastic framework for their truss designs. Plastic is the least expensive. However, trusses of aluminum or steel are recommended for outdoor displays. Indoors, a plastic framework is a great option to support decorations or lightweight graphics. However, for shelving or holding heavy items, metal trusses are best. To make the biggest impact, you’ll want to choose a truss design booth.
Hybrid trade show booths combine building materials and incorporate various shapes and styles to create a modern looking exhibition. For example, one exhibitor might create the booth’s back wall from panels with aluminum framing and tension fabric. For special effects, the exhibitor then chooses banner stands and pop ups for the booth’s sides and adds a freestanding metal truss arch with lights as an entryway. The endless variety of ways to construct a hybrid booth gives every exhibitor the ability to create a trade show booth that is effective, affordable and memorable.
If you’d like to get started on creating a trade show booth for your business, check out the options offered by TradeShowPlus.com or call 800-419-3561. We’ve got all types of trade show booths with the features you need, and we look forward to hearing from you!
If you’ve ever been part of a trade show booth, you are likely well aware of the time and effort it takes for everything to run smoothly. There are countless display details to figure out as well as coordination between all of those involved. Sometimes, so much energy can be spent on planning the displays and materials you’ll have that no one considers the actual conversations you’ll be having with your audience. Those conversations are going to play a significant role in attracting new customers, so you’ll want to make sure everyone at your booth is aware of what to say and how to say it.
For some guidance on talking to potential leads at your next trade show, check out these simple trade show tips – and make sure to share them with your team!
Interact With Your Audience
Draw in passersby with something they can do rather than just see or hear. Consider doing a live presentation; using touch screens in your booth or implementing mobile augmented reality, which allows people to use their own phones to participate. Whatever makes sense for your brand, this interactive or experiential marketing is a great way to bring in more leads. Getting your audience involved will make your booth stand out in their minds, helping them to remember what it is you’re offering.
Provide Information, Not Pressure
No one wants to deal with a pushy sales person, and trade show attendees are no exception. You don’t want to be shy, but don’t be aggressive either. Provide information to anyone who’s interested. They’ll appreciate your approach, especially if you show them you have their best interest in mind. Your product most likely won’t be a good fit for everyone, so don’t try to force it to be.
Respect Your Audience’s Time
Everyone’s busy, especially at a trade show, so don’t dally. Get your message out there clearly and succinctly.
Consider Questions You Might Get
There will always be someone who asks a question you’re not prepared for at a trade show. But there will be fewer occasions of this if you organize your thoughts ahead of time by considering what you don’t know. Make sure you fill in any blanks before the event so there’s less of a chance you’ll get stumped. And don’t stress when you do get that rogue question – it’s impossible to have all the answers. If there’s no one else who can help you with the answer, get the person’s contact details and be sure to follow up with them later when you’re able to get an answer.
Follow Up With Leads
While we’re on the subject of following up, we recommend organizing the business cards of everyone you meet. Whenever you have a spare moment throughout the event, jot down a couple notes on the back of each card that will help you remember who that person was and what information they need from you. You’ll thank yourself when the event is over and you’re left with a towering stack of cards to go through. There is also order management software available to help sort everything at the end of the day. Most importantly, follow up with people! The most valuable conversations won’t lead to anything without continuing the dialogue, so be sure to make it happen.
Do you have any other tips for talking with potential customers as part of your trade show strategy? We’d love to hear them, so please share your thoughts – or questions – in the comments below!
Trade shows and conventions can be a marvelous experience with the large number of booths, vendors, and merchandise available. Seeing these cool booths can motivate you to host a table booth of your own, but be careful to avoid committing these common mistakes and cliches. You don’t want your booth to become that booth with a negative rap. This can cause attendees to avoid your booth. Some people may even take their negative opinion of your booth online, perpetuating your booth’s bad name, warning others to avoid it. Here are the six most common clichés to avoid at your trade show booth.
Free Stuff Frenzy
Everyone loves free stuff, but not when it burdens them with useless clutter. Avoid handing out too much free stuff at your trade show booth, especially items that serve no use or purpose. Only give out one or two items at most. Limit your free gifts to simple and useful stuff like lanyards or tote bags, but skip out on keychains, plush toys, and rubber wristbands. Giving out large numbers of free products will also outshine your actual products available at your booth. You might find attendees stopping by your booth just to nab the free stuff and move on without taking a look at your actual products and services.
You don’t need loud music to get the attention of attendees if you are already presenting great and unique products and services at your booth. Often times, loud music drives away customers since they can’t discuss their opinions about your products with one another. They might have trouble focusing with a speaker blasting into their ears. Loud music also tends to be a conversation killer and customers won’t be able to ask your booth employees questions about the items for sale. Not only can loud music annoy, but it is often against trade show floor rules, and for a good reason. The trade show might even charge a fee for blasting ear-bleeding music.
Small Talk Chatter
It can be friendly and polite to chat with customers and answer their questions, but let’s cut to the chase. They know you are there to sell them products and services, so chatting them up with endless small talk can scare them away. Customers have a limited amount of time to shop and look through all the booths and vendors at the trade show, so they don’t want to spend too much time with someone that will talk their ear off about the weather or if they have seen any movies recently. Ask them one or two small talk questions, but make sure to quickly move onto the important topic at hand which is your products and merchandise. Maybe limit small talk to simple conversations like asking if they’re having fun at the trade show.
Trade shows may display booths with tons of gimmicks employed. Some of the time these gimmicks include spokesmen and women who know little about the products, services, or merchandise. Sometimes you might see them in costumes, often times irrelevant to the merchandise being sold. Skip these gimmicks since they can distract potential customers from your merchandise. Don’t hire jugglers, fire breathers, and especially female models. Even if the gimmick is relevant to your merchandise, it can still seem ridiculous. For example, everyone is laughing at the booth who hired a guy in a monkey suit handing out free bananas to promote their new banana scented body lotion.
Topical Theme Topper
You may be tempted to jump on a hype train or explosive trend, such as slapping a unicorn theme onto your financial counseling services booth because the new hit thing is unicorn themed products. In reality, these two topics are completely irrelevant to each other and end up falling flat or gimmicky. Be honest with your merchandise and services and avoid topical themes that have a shelf life. This may not be winning over potential customers. In fact, they might avoid your booth if it is sending a message not aligned with the company.
Logic Trumps Creativity
Each trade show will give vendors and booths a pre-determined amount of space, which is wonderful. They might help you set up or provide your booth with free tables and chairs for your employees. Make sure to utilize this space in an efficient and organized manner to ensure customers and attendees don’t get confused while they’re browsing. Avoid making your booth design and layout too complex, but also don’t make it too simple that it fails to catch the eyes of attendees. It should be well organized, attractive, and appealing. Avoid cluttering the space with fixtures and large signs, as this will cut into the space available for your products. Don’t go too crazy with rainbow banners and setting down products willy nilly. This will make it difficult for customers to find products and for your employees to search for them. Keep it simple, but not so simple that it is just a table with a plain black table cloth and a sign. A little effort and attention can go a long way!
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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!