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Tips for Working Your Trade Show Booth
Tips for Working Your Trade Show Booth
by Rick Hendershot, Trade Show Tips
When you're at a trade show, you are competing with everybody else for
competition. You have to make your booth attractive, noticeable, and worth
coming to. It has to create a great first impression. And so do you, as the guy
working it.
Just think of what does on at a typical trade show. There are literally
thousands of people strolling around and hundreds of booths to visit. Is yours
going to "get the visit". Or will people walk right by not even taking a notice.
How do you attract the attention of potential visitors? How do you get them to
come to your booth rather than your competitor's.
Most experts in trade show marketing agree: "You have to be aggressive and
proactive. You can't just wait for people to come to you. Just being there isn't
enough. You have to reach out and grab people's attention.
Considering all the money you spend on these shows — for transportation, hotel,
fees and the trade show booth itself — it's important to get the most for your
buck. Here are some key tips:
Don't put a chair in your booth. Chairs take up valuable space and make you
appear lazy. "[Attendees] did not come to that trade show to sit down," says Ed
Leslie, a Certified Association Executive and trade-show veteran "They came to
that trade show to get information and make the best deal they can." So design
your trade show booth space in a business-like manner.
Ask open-ended questions. The biggest fault of trade-show participants is asking
closed questions, according to Leslie. "Any question that can be answered in a
yes or a no is detrimental to you establishing your product or service," he
says. The reason is pretty simple. Prospects see closed questions as easy to
avoid. They give you a "yes" or "no", and they keep on walking. That's not what
you want. You want them to pause and think about your product. Make them stop
and answer your question. Get them talking. Think of some good "openers" before
you even get going.
Blow your own horn. LOUD. Make a clear and concise list of your product's
benefits, and rehearse them until they are second nature to you. (Of course as
an effective sales person, you should have done this already). What does your
product or service do that's unique? Does it have a 100% guarantee? Will it save
money in the long run? Is it the first on the market? Find that selling point
and make sure it's visible to passers-bys. It should be visible in your trade
show graphics. And it should be prominent in your presentation. Don't just
highlight your company name; participants are coming to find that special
product or service. "If they see what they're looking for initially, they're
going to come to you," says Leslie.
Make your handouts standout. How many times have you seen people toting a canvas
bag chock-full of brochures? This material, according Leslie, is likely to
become firestarter. People tend to keep things with bulk, such as product
samples, cds and other more substantial give aways. He encourages substantial
novelty freebies such as yo-yos. If you're not willing to spend the money on
these types of handouts, at least invest in business cards with a picture or
graphic of your product on the flipside — a quick reminder of what you had to
offer. Cards can be filed away in pockets and wallets. Says Leslie: "That
business card will last much longer than multi-colored fold-out material."
Rick Hendershot is a marketing consultant, writer, and internet publisher who
lives in Conestogo, Ontario, Canada. He is president of
Linknet Promotions and
publishes Linknet News.
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