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Trade Show Booth Tips:

Your trade show booth is one of the most important aspects of your trade show presentation. Just being there isn't enough to make attending a trade show worthwhile. You need to have a trade show booth that's going to draw and engage potential customers and contacts. Your trade show booth display will play a big part in determining if your trade show experience is worthwhile. Here are some trade show booth tips:

1) Think neatness and visibility when putting your trade show booth together. Use a display board to hang some of your products at customer eye-level to draw them into your display. Make sure your trade show booth is organized and tidy; customers will be turned off by messiness or by having to do too much searching to find what they want. Have all your prices clearly marked.

2) Build the impression of demand into your trade show booth. Customers will want your products more if they think they're in high demand. Place a strategic sold sign on one or two items. You might even leave a display spot empty, giving the impression that you've been too busy to restock.

3) Pull a crowd to your trade show booth. Use an interactive display, such as a quiz or game on a computer, a contest draw, a scheduled demonstration; it doesn't need to be fancy to draw people's interest and get them to cluster around your trade show booth rather than the others. At a gardening trade show, I once saw over 50 people crowding around to watch an exhibitor demonstrate how to turn compost!

4) Have a stock of promotion items that you can use as giveaways at your trade show booth. Small items that people can take away and use (while being reminded about your business) are best. Be sure you place these items in a location where people will have to walk into or through your trade show booth to get them.

5) Use a prize draw or contest. Having some kind of prize draw or contest is a great way to collect contact information from your trade show booth visitors. You can give away promotion items to encourage people to participate.

6) Make it easy for visitors to your trade show booth to get information. Use signs in your trade show booth to give information about prices, minimum orders, shipping costs, or any other basic information they might need to know, to save them the trouble of having to wait to ask when you're busy with another potential customer.

7) Make sure you have plenty of promotional literature on hand in your trade show booth. You'll want to have a good supply of color fliers and brochures as well as order forms, price sheets and business cards that you can hand out to booth visitors so it will be easy for them to find all the information they need about your business later. You should also have a press kit prepared for the trade media.

8) Be ready to do business. Be sure you have a good supply of order forms, pens, credit card slips, or anything else you need to conduct sales and keep track of people's orders.

9) Have your trade show booth manned at all times. Someone has to be there to greet browsers, engage them in conversation, and take their questions. If you can't be in your booth every minute the trade show is open, you'll need to have at least one other person help man your booth.

10) Actively engage trade show booth visitors. Give people who approach your trade show booth a friendly welcome, and let them welcome their questions. Be sure your body language is friendly; don't stand there with your arms crossed over your chest, for instance. "Chat" with booth visitors, and find out what aspect of your business they're most interested in. Be prepared to offer specific solutions to their questions. The trick is to draw them in without intimidating or overwhelming them.

11) Follow up promptly. Send out email, regular mail, or make the phone calls to follow up on the contacts and leads you made during the trade show as soon as possible. The faster you send them out, the more your business will stand out from the rest.

Trade shows can be incredible sources of contacts and customers for your business - if you choose your trade show venue carefully and plan in advance to have a successful trade show experience.

Trade Show Booths – your showcase away from home

If your company has attended a number of trade shows, you will know that trade show booths are becoming bigger and glitzier. It isn't always easy to compete with the bigger companies when it comes to flashy trade show booths, but you don't have to be flashy to measure up. The thing that potential buyers want to see is a commitment to providing a quality product or service. They want to know that you aren't just a fly by night company, looking for a quick buck. High quality trade show booths get that message across.

Trade Show Booths accomplish a number of things that you may not even be aware of. First, they advertise the name of your company to everyone that walks by. Your name can be prominently displayed with tradeshow graphics that are designed to catch the eye. Depending on how much you want to spend on graphics, you can also get panels that depict your product and what it does.

Also, good solid trade show booths keep your clients focused on what you're showing them. As you know, there can be a lot of commotion at a trade show. A hoot and holler from across the room can cause your clients to lose focus and go scurrying. Thus, the wall that your trade show exhibit booths put between you and your competitors is very important. You need every edge that you can possibly get.

Lastly, trade show booths give your company a professional edge that is undeniably successful if you design a solid booth and staff it with energetic, passionate people. We have all seen the plain tables. It just appears as though the company isn't dedicated or successful enough to spend money on a little bit of extra promotion. Remember, in sales, the close is always in the details.

Ten Things Your Trade Show Booth Staff Should Know:

There are certain things your trade show booth staff must know to make your trade show shows and events more efficient and effective, and that will eliminate dozens of calls to you. Create a packet of information for them and your exhibitor event will run much smoother. This can be emailed to all trade show booth staff regardless of their location or travel schedule.

1. Give them a 1-page info sheet on the trade show. Trade show booth number, setup, exhibit, and teardown times; contact names and numbers (including yours); show location; and trade show booth information (graphics, themes, demos, etc.).

2. Explain where to pick up badges. Will they be mailed to them, will they be at Exhibitor Registration, or will you have them at the pre-show training session? Make sure everyone knows not to register without asking you first – paying unnecessary full registration costs is a waste of money.

3. Provide transportation options and information for flyers, drivers, locals, and commuters. Include taxi rates, metro and train info, parking locations, and airport options. The more they know, the less they will bother you.

4. Give them a map of event hotels with addresses and phone numbers. That way, they can easily communicate with coworkers, colleagues, clients, and meet with potential customers.

5. Create a list of local restaurants. Include Starbucks, fast food, and good places to take customers. Include addresses and phone numbers for all – a map is even better if you can find one on the web or modify a show map.

6. Give them a floor plan for the trade show and highlight your trade show booth exhibit and those of your competitors. Section off the floor and assign them a section to canvas for B2B work and pick up competitor literature.

7. Be sure everyone knows who is presenting a seminar or topical. This list should be given to all that are attending the show and it should appear as a table card or graphic in your trade show booth. “Be sure to see our staff at these....” Be sure every one of them says that they will be in trade show booth #1234 after the presentation for further questions or follow-up discussions.

8. Tell them all the special events related to the trade show - receptions, staff meetings, networking opportunities, and trade show hours. Tell them you expect them to be at every event unless they have appointments with clients or potential customers. Create and distribute a staffing schedule.

9. If you allow them time for non-business fun, remind them NOT to wear company shirts or their badge in a non-professional situation. You don’t want your company logo at local club or on someone stumbling home after closing the bars.

10. Distribute an event survey for your trade show booth staff. Ask them to rate the trade show booth, special events, and your performance (handy at review and bonus time). You may need to send a reminder after the event (again via email) to get 100% compliance, but by then they may have forgotten all the bad stuff!

While this takes more time and adds to your list of Things to Do, the appreciation by your trade show booth staff and less hand-holding during the trade show more than makes up for it. Remember the better you educate, train, and prepare your trade show booth staff, the more successful your trade show event and the more indispensable you are. After all, it is all about you, right?

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