7.5 Secrets to Successful Trade Show Exhibiting
Successfully exhibiting at a trade show may seem like a
mysterious process. What makes one booth exciting and engaging, while
another is boring and ineffective? Why do attendees flock to one exhibit
and ignore its neighbors? In the fast-pased, often chaotic environment, it may
seem as if there’s no rhyme or reason to the proceedings.
Yet the opposite is true. The most successful
exhibitors – those that consistently draw in large numbers of their target
audience and begin or reinforce profitable business relationships – approach
exhibiting in a systematic, methodical way. They also know these six
essential secrets:
Secret # One:
Have Clearly Defined Goals and Objectives for the Show:
Before you set one foot on the trade show floor, every member of your team must
understand exactly what the desired results are. Do you want to gather X
number of profitable leads, reinforce existing business relationships,
introduce a new product to the widest number of people possible, or generate
buzz about a new product set to début next fall? Each requires a
different strategy. Set group goals and individual goals for maximum effect.
Secret # Two:
Select the Right Exhibit Staff: The
single most important component of any trade show exhibit is the people manning
the booth. These people act as your ambassadors, representing your
company to both industry peers and your buyers. Select staffers who are
knowledgable, personable, and who can think on their feet. Genuine
enthusiasm for your products and services is invaluable, as is the ability to
listen more than talk and a desire to help your buyers find solutions to their
problems.
Secret # Three:
Know Your Marketing Message: Trade
shows work best when they are a wholly integrated portion of a larger marketing
plan. Every element of your display, from graphics and signage down to
the text on your brochures, should reflect your corporation’s marketing
message. Consistent branding helps reinforce your organization’s
identity. Remember, the average person needs to hear or see a new bit of
information a minimum of three times before it becomes lodged in their
memory. View trade shows as one of those ways to convey your
message!
Secret # Four:
Listen More than You Talk: Savvy
exhibitors know that they’re there to listen to the attendees. People
come to shows seeking answers to specific business problems. If you’re too busy
spouting off your sales spiel, to listen, you’ll never even hear the problem,
much less understand it and offer viable solutions. Rest assured, the attendee
will move on to someone who’s willing to help them fix their problem. Avoid
this by focusing on qualifying questions, and actually listening to the responses.