Pro-Tips For Rocking Your Next Trade Show
If you’ve ever
worked a boring booth at a trade show, you’ve most likely been the victim
of the “avoiders.” Those passers-by who liken you to Medusa and refuse to
look your way for fear of being turned to stone. You notice them by the way
they engage actively with booth 1145, take a quick glance at your booth
with that lonely poster and brochure, and then, hurriedly walk past you
with their eyes carefully averted. After enough of these avoiders, you may
start to wish you had some of those smiley-faced, squishy stress-balls to
throw at them.
This year, with some careful planning and a little creativity, you may be
able to grab people’s attention and keep them engaged without resorting to
assault and battery. Obviously, the lengths that you go to create interest
at your booth may be limited by your budget, so it’s important to think
about what this trade show means to your business and how engaging 10, 50,
or even 1000 target individuals may bring more work your way in the coming
months. Once you’ve got your budget ironed out, you can start getting those
creative juices flowing.
Get Out Your Lasso
You know from experience that the hardest part of working a trade show
booth is getting people to look at you, right? What if your booth looked
like they just stepped into the hottest casino in Vegas? Or, they’re
stepping into a game show hosted by loud and enthusiastic individuals?
Being active and/or unconventional is key to attracting attention. The
possibilities are only limited by your imagination, and here are some
favorites to get your mind flowing:
• Superhero or celebrity photo ops. Invent a superhero to represent your
company and have him or her available for photo opportunities with booth
guests. It may seem a bit corny, but it works. The same is true for
celebrity look-alikes. Be sure to get their card so you can send them the
pic after the show.
• Wheel of Fortune. Nothing screams “come here now” than the chance to win
fabulous and exciting merchandise (or your services).
• Create a treasure map leading to your booth. This may require some
cooperation on the part of the venue, but placing arrows or words on the
floor that lead people to your booth can create intrigue and bring people
in.
Whatever you decide, make it fun and interactive. Think Disneyland for
adults.
Build Excitement in Advance of the Show
Regardless of what genius idea has emerged from your mind, it’s important
to create a sense of anticipation among your clients and prospects. Sending
out formal printed invites or periodic emails revealing a little something
more about what’s in store for them when they visit will get them chomping
at the bit to visit your booth.
Have Quality Informational Products to Hand Out
You get very few chances to make an impression once you get people into
your booth. Once they’re there, make your efforts count by providing them
with unique, high-quality informational products that will not just stay in
the bag in the closet when they get home.
Follow-up After the Show with Everyone
Hopefully, your venue will provide a mailing list of all of the
participants so you can send out follow-up correspondence to those you saw
and those you missed. If no list is provided, be absolutely sure you get
business cards from the people you talk to and connect with them ASAP! The
more opportunities you have to make an impression, the better.
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