A well-planned exhibitor’s event or trade show is typically buzzing with hundreds of vendors, each hoping to capture the attention of those in attendance. Who are these passersby? They are the ones with purchasing power, the professional who may be the perfect fit for your open role, or the contact that opens the door to a partnership that leads to future success.
Whether your presence at the show is to build your sales pipeline, scout for new talent, or explore a new customer base, every minute matters. The challenge is making your display area stand out, especially when competition may be just a few booths away.
Here are five strategies you can implement to turn your booth into a launchpad of deals, recruits and relationships.
Start Long Before the Show
A last-minute approach is not only stressful, but it is a sea of missed opportunities. While gathering your items to build the display, this is also the time you should be putting yourself on the radar. Tap into the power of social media by promoting your upcoming presence at the show. Email attendees (many show organizers provide a list with contacts) to introduce yourself. Give them a sneak peek at what goodies you have planned to give away. This approach builds excitement and lets attendees know there is something waiting for them at your booth.
Create a Must-See Space
Once you have visitors curious to come see your booth, don’t let them down with tattered tablecloths and faded banners. For those looking for you from your outreach efforts or others who are passing by, give them a reason to stop and linger. Bold visuals in signage and lights are a great way to catch attention. Give away something unique that stirs curiosity. This is one budget line item that is worth the bump.
Man the Booth with Purpose
Silence has its place, but certainly not on the trade show floor. There is awkwardness in a quiet booth, and visitors will most certainly drift to places with more energy. Engagement is key, and those who are lively and knowledgeable about the company and product will fare better by turning chit-chat into connections.
Make it Interactive
Trade shows are serious business opportunities for both vendors and attendees. But that doesn’t mean there can’t be a little fun in the mix. Consider developing a game visitors can play while at the booth to learn more about your brand or company. Or, hold demonstrations that capture the attention of those passing by. Once you’ve created a reason for people to gather, curious attendees will follow the buzz.
Raffle for Leads
Everyone loves the chance to win something, especially if they can enter for free. An enter-to-win event is a great way to attract attention to your booth and keep the visitors thinking about your company or brand. Attendees walk away with some cool swag and a chance for a bigger prize, and you walk away with invaluable contact information that has turned into solid leads for follow-up.
Driving traffic to your booth is all about strategy. Build a buzz by engaging in early planning, creating a place people want to experience, and keeping the conversation flowing.
And remember, the show isn’t over when the doors to the show close. You can have the best booth in the world, but without the proper follow-up, you likely won’t see the return you hoped for.
