Being an exhibitor at a trade show is a big investment in both time and money.
It’s important to make the most of your time there and leave with the best results possible. So, how do you rock your role as an exhibitor?
First, make sure you set specific goals for yourself. Is your goal to gain a lot of new contacts and follow up later? Or, maybe you want to sell a certain number of products. Whatever it is, be sure that the trade shows you’re investing in give you the opportunity to reach an audience you want to target.
Location, Location, Location. Sometimes, trade shows will let exhibitors choose their location. If this is the case, be sure to select somewhere that is high traffic (think by the entrance, corner spots or near the refreshments) and try to avoid being next to another exhibitor with similar offerings.
Talk it Up. The internet and social media have changed the entire way we communicate. Get the word out that you’re participating at a show and encourage visitors to stop by and see you. Send out emails to current customers, post on social media and promote your attendance on your website. You may even be able to email all attendees prior to the event to let them know who you are and why you’re going to be there. Or, consider advertising in the conference program, if there is one, or sponsor a promo item in the attendee’s welcome kit.
Make Your Booth Engaging. Want to attract people to your booth? Make it interactive! Have a quiz or game for attendees to play or a contest with a live draw. You can also have a live demonstration of your product or service to draw people in.
Give Visitors Something They Want. Having some sort of contest or giveaway will quickly up your booth attendance and interaction. To make it worth your while, ensure that contest entries include an email and/or phone number, so you can follow up with them after the show is over.
Come Armed with Swag. To some attendees, the only thing that matters is what kind of promotional product you’re offering. Have small items that people can take and use and place them somewhere that visitors have to walk by your booth to get to them. Think outside the box! While pens and magnets are always useful items, they can be overused.
Come Armed with Literature. Having the proper brochure or leave behind is imperative to success at a trade show. Attendees will receive tons of information from exhibitors and will go through it once they are back at the office. Have colorful, branded flyers or brochures as well as business cards and hand them out with all your swag. Be sure the literature includes the basics of who you are, what you do and how you can help them. Make contact information easy to find. Offering trade show attendees a bonus incentive can also stir up business.
Get Up and Start Talking. If you are sitting behind a table on your phone or computer, it’s unlikely that any visitors to your booth will spend much time there. Get up and start talking to them! Introduce yourself, explain your business and answer any questions they might have.
Follow Up. Always, always follow up with any leads as soon as possible once the event is over. The faster you reach out to them, the more your business will stand out among the competition. Send out a quick email thanking them for stopping by and recapping your offerings or follow up with a phone call, specifically with those attendees where a good connection was made.
With all of these tips, remember to plan in advance. Look now for 2019 opportunities that align with your target audience. If you need help with the perfect marketing takeaway, or a booth design, we’re ready when you are!