It seems that I have walked the floors at trade shows or vendor display areas at conferences a lot during 2015. If you have plans to participate in booth (or table and chair) marketing events in 2016, I hope these tips make your time spent there more rewarding.

Trades shows and conventions can give businesses a good return on investment. You should find a high concentration of potential customers looking to buy. You’ll also connect with other vendors, referral sources and potential partners – if you take the time to speak with fellow vendors. You can also waste a lot of time and money attending trade shows and conferences if you’re not careful. Some tips for success from Rhone Abrams in a USA Today article –

1. Choose the right show. Look for conferences or shows where customers you’re targeting – especially the decision makers – are likely to attend. Ask your customers which shows they go to. Read “Exhibitor Information” on websites or brochures to see who else has exhibited, talk to the conference orgnizers. Ask about the attendees and the other exhibitors. Search online for events for your industry association for upcoming events and for larger shows at Trade Show News Network.
2. Tell people you’ll be there. Most conferences and many trade shows provide a pre-show list of registered attendees and their email addresses. Send attendees a notice ahead of time, with your booth number or location – and, ideally, an incentive to stop by your booth. (We’re giving away ……..) Definitely try to arrange meetings with key customers or prospects ahead of time. Tell your current customers that you will be there so they can spread the word.
3. Create an effective booth. Every attendee who walks by your booth – even without stopping – should immediately see the name of your company, and an image of your product or service. At a minimum, have a banner made with your company name, perhaps a picture of your product, something eye-catching.
4. Have giveaways. Your most important giveaway is your print collateral – rack card, trifold brochure, catalog or sales sheet. If you make sales on the show floor, be ready. Have order forms ready and have a credit card reader for your phone or tablet. People love free stuff and will “shop” throughout the show for goodies. Be sure your product name, contact information and website are printed on everything you hand out.
5. Make the first move. Don’t sit back in your booth, waiting for people to come to you. People are generally shy. You need to make the first move: Stand up, say hi to people passing by, be approachable and friendly. My additional advice is to not be behind a table in your booth – be out front and greet people and welcome them into your booth as you would welcome people that come to the front door of your home.
6. Hone your pitch. You will often have only 30 seconds to capture someone who comes by your booth. Have a quick sentence or two prepared that lets people know about your product of company. I like having a question to ask them to gage their potential for becoming a client, asking them if they have ever heard of or considered using what you have to offer. Learn to politely end a conversation with someone who is not a potential client wants to monopolize your time.
7. Bring help. It’s important for you to network around the trade show floor to check out competitors, new products, suppliers, potential strategic partners and more. If you can, bring a team member to help. It is also good to show that you have a team working to take care of business.
8. Take care of yourself. Remember to drink plenty of water, eat breakfast, keep breath mints on hand, and take breaks. Absolutely remember to wear comfortable shoes. There is nothing worse than sitting in a chair in your booth, exhausted, rubbing your feet – I have seen this!
9. Follow up. Schedule an hour or two – or even a day – just for trip follow-up. Contact all leads as quickly as possible. They’re busy, and it’s easy for them to forget about you. If you’ve told a customer or prospect you’d send them something on your return to the office, do it the first day you get back.

One of the images I can’t get out of my head from a recent show is a line of chairs (4+) in the booth behind the table where every chair was occupied and everyone was eating their lunch! Big no-no. Someone should have been the person willing and able to speak to guests at their booth and the others should have stepped away to eat. Remember – you only get one chance to make a first impression!

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