Tip #7 – Switch It Up.
Whether this is your first trade show or your fiftieth, there will be, in some aspect of the show, a need to “Switch it Up.” With so many exhibitors vying for attendees’ attention, you need to tell your story in a more interesting and inviting way than the next booth.
If you are a new trade show exhibitor, you should be aware that two days of working a trade show booth can be draining. Whether you plan on working your booth yourself, or you are putting your best sales or marketing reps on it, remember that a key attraction in booths is enthusiastic staff. If your booth staff is friendly, energetic, and genuinely excited about your product or offering, it is likely to be contagious. Switch up your booth staff to avoid burnout. Make arrangements for them to take breaks and work in short shifts, so that a prospect meeting your company at 3 p.m. on day two gets the same fresh greeting as the one who stopped by at 11 a.m. on day one. That three second interaction speaks volumes to those attending your booth, as they quickly assess whether they “like” you and your company based on your employees, regardless of how impressive your product is.
As a veteran trade show exhibitor, you may be tempted to think that this is just another day, that you have your sales pitch down, and that your booth, while a bit tattered, is still compelling enough to draw people in. However, as showstopper.com explains, “As you develop experience with trade shows, you should think about keeping your presentations and booth fresh and interesting both for new and old customers. Look at featuring new products for your existing customers and if this isn’t possible, demonstrating product upgrades and showcasing new applications while keeping your marketing materials updated.” 1
Keep in mind that the majority of attendees have already visited your website for product information prior to attending the show. In a sense, they’ve met the product, and now they want to meet the people behind the product. Seventy-two percent of show visitors say the trade show influenced their buying decision.2 They are there not only to validate what they researched, but also to learn what it is you didn’t tell them – they want new information.
Further, 45% of attendees develop a connection with a brand after interacting with it at a trade show. 3 Instead of the same-old sales pitch, engage them by switching it up and using graphics, video presentations, live presentations, hospitality events and educational sessions to show your latest and greatest products. Invite top customers to be your live spokespeople in your booth – as real, live testimonials to booth visitors. Leave your prospects with a good feeling about your brand and your products in a way that a direct mail piece, advertisement, or brochure can’t. The power of face-to-face interaction continues to be the heart of lasting business relationships. Your trade show participation not only gives you the opportunity to reinforce a lasting relationship with current customers, it also allows you to make a memorable first impression on new prospects more than any other medium.
Read Tip #8 where we discuss the importance of "Capturing Leads".
