Ten Tips to get the best out of exhibitions
1. You have 6-8 seconds to capture somebody’s attention and gain their interest as they walk by. A lot of type and details on your graphics is not going to grab their attentions. Put that information in the literature you pass out.
2. If a visitors walks past your booth and pauses, ENGAGE! That is their invitation for you to engage them in conversation.
3. Small talk wastes their time and your time. Get to the point once you engage. “Good afternoon! What interests you about my wonderful offering?” (insert your offering in place of “wonderful offering”)
4. Don’t use important graphics below waist level on your display. Nobody’s eyes ever get that far down when they are passing by. A table or visitors’ bags are at that level anyway.
5. Always use additional lighting and pay for electricity if available. Don’t be fooled into thinking the exhibit hall’s overhead lighting will be bright enough. It never is. Visitors are attracted to a well lighted booth. It gives a feeling of being bright and cheery.
6. Never sit down! It sends a message that you don’t want to be bothered. Be sure to wear comfortable shoes because standing and working and exhibit can be exhausting.
7. Don’t leave your table at the front of your booth. Move it off to the side to create a space where visitors feel invited in. A table left in front tends to create a jam up of people in front of the booth and causes other visitors to be concerned only with trying to get around the jam instead of looking at your booth.
8. Take two different types of giveaways. Use a less expensive, but effective, giveaway for the freebie vultures. These are the people that come by your booth looking for the free giveaway. Don’t totally discount these people because the may actually just be trying to get your information and the giveaway will cause them to think of you whenever they use it. The second giveaway should be something a little nicer. It is a reward and thank you for a visitor stopping and engaging in genuine interested conversation regarding your product. You definitely want to give them a reason to remember you.
9. Prior to the show, send out a teaser piece to entice targeted prospects to track you down at the show. The piece will tell them where you are located and why your offering will help them. And most of all, let them know about the free gift they will receive when they stop by.
10. This may be the most important piece of advice to take away from this article. FOLLOW UP, FOLLOW UP, FOLLOW UP! The whole reason you went to the trade show is to make a sale or gain a qualified and interested prospect! They are no longer a cold call. At worst, the are now a warm lead if not a hot lead.
ANDone. always have a special offer for the exhibition, to give them more reaon to take action during the exhibition.