Tips You Must Implement If You Want To Get Noticed At Trade Shows

Exhibiting at a trade show can make a significant difference in your company’s bottom line for the rest of the year. Reserving a space for your booth is the easy part. The challenging aspect of a trade show is to stand out from a large crowd and stick in visitors’ minds. Some of the most memorable things you can do at a trade show involve thinking outside of conventional business practices while still projecting a professional image.

Network with people all around the trade show floor

It may sound counterintuitive, but business owners who network on the trade show floor away from their own booths are those who bring in more foot traffic. Meeting and talking with others in your industry is a very good way to spread the word about your company. If you learn about other entrepreneurs’ businesses and send interested customers to their booths, they will quite often do the same for you. While you work the trade show floor, make sure to take along a stack of your business cards or brochures to hand out.

networking with people

Go for a unique booth layout

The standard trade show booth features a table with printed brochures in the front and sample products in the back. This layout is so common because it has worked just well enough for many business owners over the years. If you want your returns from a trade show to be exceptional instead of “just good enough,” consider mixing up the layout of your booth. Try displaying your product lines in the front, sectioning your booth into different product-line-specific areas or including a walkway that naturally draws curious visitors further into your display area. Using panels to create more separation from the main trade show floor is another tactic of successful exhibitors. Customers who feel they are in a “mini-store” of sorts are more likely to stay longer, browse through more of your products and engage more with your sales staff.

Offer incentives both online and offline

One of the goals of a trade show booth is to get visitors interested in learning more details about your products and services by visiting your website, blog or social media pages. Studies have shown that potential customers who look up a business online, bookmark its website or follow it on social networks are several times more likely to come back and make future purchases. As part of your incentive plan, offer each new customer a small reward for liking your Facebook page, following you on Twitter or connecting with your Google+ page. If it’s in your budget, you can even offer double rewards for those who refer a friend to your online pages.

Offer useful promotional items

Standard fare for promotional items includes pens, coffee mugs, tote bags and similar items for many trade show exhibitors. The main problem is that a number of visitors discard these items or put them away and forget about them once they leave the trade show. One idea is to give out promotional items that offer a little extra everyday convenience for potential customers during their daily routines. Examples include electronic sensors used to locate misplaced car keys, a portable flash drive, or a pocket-size digital recorder for dictating notes on the go. Customers who can use these promotional products daily are also much more likely to remember your business.

holding a gift bag

Encourage your customers to participate

People enjoy getting involved directly with a trade show exhibitor whose products interest them. Holding raffle drawings, scavenger hunts or wheel-spinning for a prize are all excellent ways to interact with customers. These activities are fun and effective at strengthening buyer loyalty. They also provide trade show visitors a welcome break from passively browsing through booths and listening to sales pitches. Gift certificates for your products are popular to give out as winning prizes, and you can even hold a raffle drawing for a bigger-ticket item such as a laptop or tablet. Adding these contests and activities to your exhibit may cost a bit more, but the returns can be much bigger as more visitors tell their friends about your trade show booth.

Make sure your sales pitch is not boring

Many customers want to hear the specifics about how your product or service will make their lives easier or solve a certain problem they often encounter. A sales pitch that simply lists features and benefits is no longer sufficient because most people do not mentally connect these points to their everyday lives. Based on your target audience demographics, create a narrative presentation that takes them through how they would commonly use your product.


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Comments 1

  1. Andrew Reply

    This article is great and so helpful, thanks for the info!

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