Working the show

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APPROPRIATE USE OF LITERATURE

When it comes to brochures, less is more - the fewer brochures you have on display, the higher the perceived value of each brochure. Rather than stacking your brochures, make one or two available at a time. This gives you a chance to qualify each visitor before handing them your costly printed materials. Adopting this method allows for savings on your printed materials, which could translate into fewer, higher quality brochures.

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INVITING BODY LANGUAGE

As you stand in your booth, think about what potential clients see in your body language.If your arms are crossed or your hands are in your pockets, does it send the message that you are unapproachable or bored? One idea is to hold a piece of paper or one of your brochures to give you better posture and make you look more approachable. Stand off to the side or near the front corner if you have a smaller exhibit. Always stand at about a 45 degree angle, using your peripheral vision to "keep tabs" on everything going on around you. Looking attentive and smiling all day is tiring, so be sure to have a substitute that can work your booth while you take a break. Be sure to have your break away from your booth, because seated staff does not convey an eagerness to talk with or help the potential customer.

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INCREASE THE VALUE OF GIVEAWAYS

Giveaways or "specialties" are so commonplace at trade shows, it's almost expected that you have something free with your company name on it. However, at the end of the show, you'll see the floor littered with a particular company's specialty item. Why would people pickup something and not even bother to carry it out of the room? The problem is the exhibitor didn't place any value on their item when they piled them on a table for anyone to grab as many as they wanted. To make your item highly sought-after, spend the same amount of money buying a lesser quantity of higher quality items, then only hand them interested visitors who you've qualified. It's like giving your potential clients a thank you gift for listening to your sales pitch. Higher-quality items not only make it out of the exhibition hall, they will probably end up in or on the desk of the person you gave it to!

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RELATE GIVEAWAYS TO YOUR COMPANY

When choosing an item to give away, your goal is to make a purposeful connection between your company and this item people find in their bag after the show. You should consider who is attending the show, then out of those people, whom does your company want to target? What product would those people value? If you want to make sure people hold onto something that has your name and phone number, are you also making sure to give them a reason to call you?


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USE THE AISLE

You may notice many people visually scan about 5 - 10 feet in front of them as they walk down the aisles. This means they may miss the full impact of your backwall display. Having a sign or interesting product adjacent to the aisle helps to steer their attention into your booth. If they even hesitate to study this item, they are sure to look up at the rest of your exhibit, which gives you the invitation for establishing eye contact and leading into your sales pitch.

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YOUR BOOTH MEANS BUSINESS

When you are in your booth, you should be attentive, and always prepared to talk to your biggest client. This means eating, drinking, sitting, and chatting with other exhibitors should be reserved for your scheduled breaks. Bringing food or drink into your booth invites an accidental spill or worse yet, food stuck in your teeth! Sitting in your booth sends a message to potential clients that you are either tired or lazy. Chatting with other exhibitors is fine if they are a potential client or vendor, but remember to always talk business in your booth, you never know who may walk into earshot unnoticed!

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GOLF SHIRT OR PINSTRIPE SUIT ?

The "casual look" at tradeshows in the mid and late 90's was popular with exhibitors because it's obviously more comfortable in open collared shirts and khakis than suits and skirts. Attendees found casually-clothed sales reps unique and approachable, but once more than half the exhibitors started showing up in golf shirts, shows looked more like a picnic than a business affair. The casual trend is reversing and you'll see the more traditional suits and ties at shows, rebuilding a business' professionalism and credibility. You will have to decide which mode of dress your clients would prefer based on your marketing strategy, but remember, you never get a second chance to make a first impression.

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SEMINARS - SHOULD YOU ATTEND ?

The best tradeshows have very informative and sometimes entertaining seminars on topics that might really impact your industry. But if you find yourself understaffed at a show, do you have to give up on the seminar? Often, the speaker will have printed materials available to attendees, which are handed out in the beginning. If the seminar draws a crowd, you may be able to slip in and grab the materials, then review them that evening or when you return to the office.

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DON'T DO THIS. . .

Visitors will see your booth area as an extension of your business, so it's important to always have your best foot forward. Schedule breaks for eating, drinking, and chatting with other exhibitors away from your booth. Bad breath, food in your teeth, spilled coffee, and small talk are not what your business is based on. Clutter in your booth is also a deterrent for potential visitors. Your jacket, extra brochures, briefcases and anything else not inherent to the design of your exhibit should be kept out of site.

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