Trade shows are a powerful way to connect with your clients, build your network and showcase your products and services. Here are some guidelines to make your trade stand more effective, increase engagement and make your time more valuable.
Determine your theme
Your theme influences color choice, branding and merchandise you choose. This theme needs to be congruent with you and your offering.
Be the most memorable stand
Use color to captivate people who walk by your stand, ensure all team members are trained in how to respond to visitors and make sure you all look fabulous.
Use funky furniture for your team
Always provide chairs for team members because trade shows are exhausting! Being on your feet all day can affect your energy and your moods so allow furniture to be a feature of your stand.
Create great lighting
Ensure your space is well lit so it will stand out amongst other stands. Be conscious of the heat generated by lights and drink gallons of water while you are on the floor.
Design images and displays based on your clients (not you)
Write every message from your client’s perspective, not yours.
Stop Video loops … they are boring
Use technology and videos creatively: include interviews, client testimonials, use humor if possible – this helps grab attention and causes people to stop and watch your video in your space.
Incorporate client testimonials
Enlarge font and use for display purposes in the stand, create flyers with comments, place in the show bags and place testimonials in the stand with samples on client letterheads of comments and praise. Teach each of your team how to incorporate client testimonials in their conversations with visitors at your stand.
Select merchandise well
Choose your premium giveaway strategically – mouse pads promote phone numbers, pens get lost amongst merchandise, if you are going to spend money make it impactful – avoid junk!
Use real products on your stand
If you are selling items people can touch & feel they will be more inclined to buy them – pictures and images don’t cut it.
Use the loud speaker system to drive traffic to your stand.
Pay for this privilege, run hourly competitions and get them announced over the loud system or get to know the person in charge of the PA system and offer them products or services from your stand.
Gimmicks attract people
Tattoos, balloons for children, an ice cream freezer or food is always popular – if you want to attract walk-by these gimmicks attract.
Don’t use a candy bowl
It is boring and all the other trade stands do that – be original – think of something else.
Provide the biggest carry bag at the show
This will ensure everyone puts their merchandise and items collected in your bag.
Use business cards for a worthwhile business card draw
It is a better use of money than small prizes. Get a sponsor to donate a holiday, golf clubs or a case of wine – something more significant.
Encourage the team to create a uniform look in their outfits
Also provide headsets for team members so you can also wander around the show but stay in touch with your trade stand.
Make it fun
Use ‘wanted’ style posters instead of normal headshot photos to show clients or have photos taken in fun places, show them the personality of the team they will be working with.
Create a teaser campaign before the event
Send postcards, pieces of jigsaw, or a password or number/offer to flash at the stand. This helps generate traffic to your stand and build relationships before you arrive.
Follow up after the event with newsletters, merchandise (use a pen this way)
Did you know less than 1% of people actually follow up, stay in touch with people you met at the show.
Use an electronic data capture tool at the show if you are intending to mail out after the show.
This makes it easy to collect data.
Create a team roster so everyone can be involved in the special event.
Allow time for breaks and also for the team to visit the other stands in the show.
Create a 10 second conversational sales pitch/question for each person who walks by the stand.
Use questioning techniques to get them interested and involved. Make it about them, not you!
Trade shows are a great brand awareness exercise and you can make a real impact when you choose to be creative (rather than boring) and your next trade show.
