Top Reasons People Succeed at Trade Shows
Top Reasons People Succeed at Trade Shows
Choosing the Right Events
It may seem like a good idea to get your company’s name and image out there as much as possible, no matter the trade show. It’s actually wiser to carefully select which trade shows will have the best potential return on your investment. With buying or renting a booth and its materials, travel to and from the event, and the hours of labor involved, a lot of resources go into each trade show.
Start looking at trade shows and similar events far in advance. Research which companies and exhibitors will be in attendance, how many are returning from previous years, and what type of audience the event draws. Successful trade shows are typically marketed and promoted extensively and processionally, are well organized, and are appealing to attendees, not just exhibitors.
If you are looking ahead at next year’s calendar and have the opportunity to visit a trade show as an audience member versus an exhibitor, that’s a great way to get a good idea of what things are like on the floor, to help make your decision.
Top-Notch Booth Design
Your booth is what people see first, regardless of anything else. Personnel and freebies matter, of course, but if your booth is cluttered, confusing, or just plain ugly, people will stay away despite the amount of effort you have put into staffing and swag. Make a good first impression right away with a well-designed booth, whether it’s a rental or a purchased booth you can use over and over again.
Aim for a professional, cohesive look, especially if you are working with a smaller footprint. Everything from colors to fonts should relate back to your brand and reinforce your image so people know exactly who you are, even from a distance. As the saying goes, keep it simple, sharing relevant information without being too text-heavy or image-heavy in your displays. Trade shows are busy and overwhelming as it is, without trying to stuff all kinds of information into one small booth.
Consider a special, interactive draw to your booth, whether it’s a contest, an entertainer or a screen displaying entertaining information, or a quick snack for busy trade show visitors. As long as you have something compelling happening at your booth, and it isn’t the same thing as everyone else around you, you will stand out.
We’re happy to work with you to create a compelling booth design, including the graphics and displays you need to share your company’s details. We can also help brainstorm ideas for a booth attraction that will help you stand out from the crowd.
Being Active and Engaged
A trade show is not the time to passively sit and wait for potential clients to come to you. Anyone working at your booth should be on their feet and ready to actively engage with the people around, whether they are headed for your booth or not. Expect to be assertive and talk to anyone and everyone you can, attracting interest to your booth. The more people who are there interacting with your staff, the more exciting your booth looks to others, who will want to stop by and see what the excitement is all about.
That being said, it’s important to stay friendly and approachable, instead of coming in with a hard sell that makes people uncomfortable. Stick to the casual side of things, speaking to everyone equally without being too sales-y. Of course, your staff should be able to tell when someone is interested in what you have to offer, and move the conversation forward accordingly.
Collect leads from booth visitors. You could ask for business cards, jot down customer information, or, as many exhibitors do, offer a prize drawn from those who share their information. Follow up on those leads, instead of waiting for people to come to you. Use the trade show as a launching point in the conversation.
Investing in Good Swag
We all know it’s the freebies that bring people into trade show booths (though your excellently designed booth is what makes the ever-important first impression). If you can offer swag that is useful or interesting, you’ll find success with this strategy.
Consider your ideal audience and what they would find useful. For instance, if you’re a high tech company, pencils and notepads might be a bit too analog for your average client. A branded USB drive or similar inexpensive gadget might be more appropriate here. With every use, prospective customers will be reminded of your company.
Working with Professionals
Not everyone is a trade show expert, and that’s okay! That’s why professionals like Exhibit Company exist, to polish your trade show experience and reduce the logistical burden on you and your staff so you can focus on connecting with potential clients and others in your industry. Even if you’re skilled at handling trade shows, outsourcing things like set-up and tear down can make a big difference in the time you have to prepare for other aspects of the event.
You can count on Exhibit Company to help make your own trade exhibition the best it can be. As a superior trade show display company with decades of experience, we take the stress out of exhibiting so you can focus on the rest. With our top-quality display systems and custom solutions, you don’t need to do much more than rent or purchase a display from us to get started on the right foot, and if you’re exhibiting in most major cities in the US or some locations in Europe, we’re also there to help you set up and dismantle your booth.
From creating graphics for your booth to our full-service booth rentals and purchases, we’re here to help. Contact us for a free quote online, or call us toll-free at 800-576-0018.