Effective Trade Show Tips: Success in the Booth - Part I (#tradeshows)

Over the last two years we have managed a booth at dozens of industry trade shows - big and small. This gave us an opportunity to experience first hand what makes for a successful booth - and what can cause failure.

Trade shows, we have found, are not the best sources of immediate return on your investment (ROI). Rarely would we walk away from a show with a client commitment or contract in hand. Yet, over time and with good follow-up - we did develop client relationships. Your trade show booth is your company storefront, representing your brand. Some tips to help your trade show presence be a success (Part I of 2 series):

Effective Trade Show Display:

Present your company message; your product or service in a quick visual sound bite. Create your banner or display to be simply yet eye catching. Placing all of your company services and facts on the display will appear noisy and cluttered - think simple. And leverage your web site design to create a strong connection between all your marketing material (web, booth banner, brochures...).

Another factor to keep in mind: if you are using a table in front of your display, the bottom 1/3rd of your banner or backdrop will be blocked. When designing your banner, factor in the area around and in front, to create the best possible display. With the top being the most visible, and therefore the most important segment of your display.

Brochures, Cards and Demos:

We recommend creating a brochure that reflects your web site, booth and other marketing materials. We also suggest that you create a one page (2 sided) brochure that focuses on each of your core services and a company overview. The visitor, if interested in just one aspect of your business, can be handed the one brochure they need.

And be sure to  have a good stock of your marketing materials. We have often seen booths run out of material - especially their own business cards. Locate a printer in the area and have the card/brochure file available for emergencies.

If your product or service can be demonstrated, have this at the ready. If it is a web site or can be presented on a computer, be sure to have this available in an offline manner. Internet services can be very slow at trade shows - a poorly presented demo can affect your brand. Make sure the demo is loaded and ready, so  your visitor does not have to wait - and make sure it works! Often having a continuous loop demo running on a large screen can be effective - a visual effectiveness to draw interest. Make sure it is not a slow PowerPoint like presentation - fast paces, interesting and excitement win the battle in the booth.

Booth Personnel:

The people working your booth represents your brand, in and out of the booth. We suggest that every member of the team attending the show wear a similar outfit - especially a nice long sleeve professional looking shirt with a logo and brief message. When you are walking around the event or attending a party, the shirt allows others to connect you with the booth and service. And please - make it tasteful.

And be ready for a long day on your feet. Comfortable shoes and Excedrin are a must. Take breaks and try to avoid eating at your booth. Nothing worse than chewing on a sandwich and a visitor stops by for a chat. Breath mints are also a plus!

Just be professional - keep the booth area clean. We further recommend you stand outside the booth and greet people as they walk by. Watch for people looking over your booth and banner - and ask them (proactive) if they have questions. Or engage them by asking what they do - or what they have found interesting at the event. Avoid sitting - and if you do - do not slouch. We have seen so many lazy looking booth people - what does that say about your company. Take breaks... not in your booth.

When a visitor approaches, we recommend finding out more about them - before going into details about our company. In this way, you can refine your response to their specific need and/or industry. Personalize your response when you can.

And be sure to collect their name and contact information - write notes on their card. And be sure it is legible before they leave.

Yes some of these tips are trivial, however your company is on stage. When you attend your next trade show, look around and you will see cases where booths and personnel fail their brand.

More tips in Part II - coming your way soon - especially our view on tchotchkes - hate em!