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Part 2: Herding Trade Show Traffic

March 17th, 2010

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photo credit: AskDaveTaylor

By Matt Cook
Point.Click Media

Last week we began looking at what your business can do to generate interest at trade shows. Keeping with the theme, we’re offering up some more tips to keep in mind when setting up shop at your next trade show appearance. It’s one thing to stick a few bundles of brochures out on a table and let people stroll on by and hope for the best, but it’s important to be proactive in your plan of attack.

To recap points 1-3 from last week, providing adequate space for traffic flow and staffing your booth with well branded, proactive and outgoing staff allow your business to take a much more sociable approach. So let’s keep going…

4. Look the part. Unless you’re giving away free mortgages at your booth that will have people flocking to you regardless if your setup looks like a 6th grade science project, you’re going to want to differentiate yourself from the norm. Keep in mind that you’re competing for attention against dozens of other companies, likely in your very industry and possibly even your closest competition. A properly designed display with a proper setup and information is key, which leads us to perhaps our most important tip:

5. Plan ahead. If your business is going to put in the effort and spend the money on reserving space at a trade show, why wouldn’t you want to do your homework before hand? You can always tell those booths who threw a PowerPoint presentation together in the company van on the way to the show itself. Research the demographic of the show. Find out which other companies are going to be there. A trade show itself may only be a few days in length but those few days can make a big impact if you put the effort into planning first.

6. Provide “infotainment”. As mentioned earlier, anyone can plunk a stack of booklets or pamphlets on a table a sit back and wait for people to come to them, but going above and beyond to make your business and information attractive to potential customers certainly improves your chances of finding legitimate leads. Whether you’re presenting videos or projected presentations, operating an interactive game with giveaways, etc., the companies that try to think outside the box usually draw the best reviews at trade shows. Getting interactive is a great way to inject some juice into those walking trade show zombies. For example, try expanding beyond the walls of the trade show complex by broadcasting your happenings via social media. This allows people who may not be able to make it to the show to participate online.

There’s no need to stress out over your trade show appearance. The goal is not to double your first quarter revenue at a single event. The goal should be to put the feelers out there, educate people about your company and generate interest. If people like what they see, they will inquire about your product or services further. If you’re looking for some assistance in putting together a look for your trade show display that fits your brand and will raise some eyebrows, contact Point.Click Media.

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Posted in Branding Tips on March 17th, 2010

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