Having been in the trade show industry for over 20 years as a designer,
manufacturer and collaborator with exhibitors and show management has been
very enlightening. What always seem to get my attention are the new trade
show attendees who come to the show with great expectations only to find that
at the end of the show they have made neither leads nor sales. I am here to
tell you that you have either exhibited at the wrong show or most likely you
went to the show totally unprepared. In this article we will offer some
pointers to the unprepared exhibitor. Here are a few suggestions: Goal:
First thing and one thing only, “sales and leads” Sure you want product
branding, but ultimately sales and leads ought to be the exhibitor’s primary
objectives.
For the new exhibitor’s first trade show I would suggest taking this approach.
Secure your booth location preferably a location near the front of the main
entry to the exhibit hall, It’s also always good to get located near one of
the larger veterans of that particular trade show. This will help to get you
in the traffic spot light. Many people feel that getting on the front line of
the exhibit hall is the best location, but that’s not necessarily so,
sometimes people move through the exhibit hall pass the front line before
they truly begin to focus on what they want. Therefore, a location near the
front, but not right in the immediate front line.
The exhibitor’s booth should be a “crowd pleaser” while still projecting the
company’s image - a good way to get traffic to your booth. Secondly, offer a
good product give-a-way or a prize. Please make sure that this prize is a
good one, if you specialize in tire changing equipment do not give away iPods,
or plasma screens. Everyone in the convention hall would love to get a
plasma screen or an IPod. They wi (more…)
