Trade show Ins and Outs:

So, you signed up to be in a trade show - now what? Trade shows can be a great way to spread the word about your goods or services BUT only if done correctly. Too often we see underwhelming booths and lackluster enthusiasm of the people manning them.

Have a plan:

• What is your budget?
• Is this your first trade show?
• What are your initial ROI Goals
• Do you have the right people to do the job?

If this is your first trade show plan on spending more out of the gate. You cannot go into this thinking a table top easel and banner will cut it. You will just be wasting your time and money. That being said; you don’t need to break the bank either.

The necessities are:

• Retractable Banner stand (at least)
• Back drop banner or table top (large folding) display
• Product display shelves (if you are selling products)
• Business cards that are also call to action cards (discussed later)
• Table cloth (if not already provided)
• “Bring them in Idea”

A good initial budget for marketing materials and displays is around $550-$650 for a small local trade show. If you plan on trade shows being your sales bread and butter than plan on spending around $1700-$2500 depending on the size of the booth space. Large corporate trade show spaces (approx. 20’x20’ or larger) will of course require more structural fixtures and lighting etc. and can go up into the $100,000.00 but let’s not get ahead of ourselves!

What should you expect from a trade show and what should people perception of your company be? A good trade show has steady turnover of people, at least 75+ exhibitors and should cost some dough to exhibit. Remember the cheaper shows do not attract many visitors and probably not your target market.

Be picky! And be prepared to sign on early-the best shows book up as soon as they open sales. I always say the best way to pick a trade show is to visit them all first-if you like it so will your potential clients.

Perception is everything. You already know you have the best quality, pricing and product out there, BUT you must exude professionalism and knowledge. Don’t let them know this is your first rodeo or you will get bucked off. Confidence, charisma and organization are key. If you are not the charismatic type, then hire someone who is. You can always train an individual to learn your product, but you can’t train personality. SMILE SMILE SMILE. Warmth is the number one trait people are attracted to. Why do you think Walmart hires sweet grandma and grandpas to great you? Because they make you feel warm and fuzzy which makes you comfortable which makes you buy more stuff!!

When people walk by your booth greet them outside of it; enter their space (not in a weird way) but almost like you are opening a door for them but instead you are leading them into your space. Never, ever, sit down at your booth. Peoples perception is that you are lazy and don’t want to be there so neither do they.

Feng Shui of your space. I find it helpful to visit high end retail stores who pay big bucks for display professionals to display their items. You will always notice the stores that make you want to stay and keep looking are cohesive, spacious (meaning not cluttered) and the flow makes sense. Take pictures to pre-design your booth at home or in your office if you have space.

Return on Investment. This one is hard to determine unless you create a plan to track visits from your booth to your online store/retail store or ordering system. Many businesses hand out chocolate or have drawings to win something fun. What ever your system is it must be effective in getting and email address to reach out to the potential client again. Also, don’t just expect to get sales at the show-ramp it up before going! Send out emails to existing clients to get discounts if they attend the show. A packed booth is an attraction in itself.

Ways to Engage:

I always answer when I am asked what I do for a living. In fact, I don’t know of anyone who doesn’t answer simple personal questions when asked. It is human nature to enjoy when someone takes an interest in you.

Do you have pets or kids? Create a list of non-offensive questions that can easily parlay into your product or service.

Pay a compliment. If a woman walks by and you like her purse tell her. If a man walks by and has sports team attire on-make a nice comment about his team. By no means pander; but it is like starting a conversation with a stranger standing in line by you. Simple and effective.

Be Courteous. If someone walks by and doesn’t seam interested. Simply smile (authentically) and say have a great time today and maybe mention a cool booth you saw for them to visit. “Don’t miss the magician down the way-the kiddos will love it!”

 

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