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Trade show season is in full swing, and nothing can hurt your marketing more than being the booth stuffed away in the corner, lost from the crowd. Or the unimaginable…. RUNNING OUT OF BUSINESS CARDS! Here are some ways to draw that onlooker to your booth instead of letting them become another passerby.
Interaction & Activities
Offering the crowd something to interact with invites them over and encourages them to spend more time at your booth. One thing to remember is that it’s not just those who are setting up the booth who get nervous but also people at the tradeshow.
Different ways for the crowd to engage with the products you’re showcasing will invite them over, shaking away their nervousness and encouraging them to spend more time at your booth. You don’t need to host a full-on concert but consider incorporating activities like product demos, games, or competitions.
Freebies & Swag
Who doesn’t love free stuff? Branded promotional items can leave a longer-lasting impression over paper takeaways. Choosing a practical, but unique item for your business can be challenging yet rewarding, as soon as someone walks away with your branded item, others will notice and make a point to find your booth. Soon, everyone will visit your booth, and your business logo will be all over the building. And it doesn’t just end there… everywhere someone takes your promotional product, make them a walking advertisement for your business.
Location, Location, Location
Do your research before the event to see if there’s any way for you to avoid ending up in the corner spot. Note where the entrances, any attractions, and high foot-traffic areas will be in the venue. Also, don’t be afraid to collaborate with your neighboring exhibitors. Not everyone is a competitor. Finding complimentary exhibitors can attract a larger audience and, in turn, create an entire networking hub in your section of the venue. Even if you do, by chance, end up in a corner spot, creating some attraction over your way makes you easily stand out, no matter where you are.
Business Cards: Because Swapping Phones Is Just Awkward
Business Cards are still in style! They are the most effective way for professionals to network. When exchanging numbers, getting lost in someone’s phone contacts is painfully easy. Studies have shown that well-designed business cards increase the chances of a post-show connection. Don’t be boring, though! Business cards don’t just have to be a name, a logo, and contact info. That’s the important stuff, but you also want to make them more memorable and personalized so they don’t get lost in someone’s bag or back pocket. Try adding a flashy gloss or foil, an interesting shape, a drawing/caricature, a joke, a peelable sticker, or a QR code.
Flyers That Fly off the Shelves
You might think that the era of paper flyers is over, but believe it or not, people still love something tangible to hold onto. But BE CAREFUL of information overload. No one wants to read the full history of your business squeezed onto a piece of paper in 10pt font. I hate to break it to you, but NO ONE HAS THE TIME TO READ ALL OF THAT. If they want to, they’ll go do their own research. Flyers should, at most, just advertise your products and services. They are NOT meant to be a manual or rule book. Throw something unique and engaging at them, and make that flyer come to life; something they don’t want to lose! Make them pop with vibrant colors, strong photography/imagery, quirky taglines, and calls to action.
Elevate Your Booth With Color
Make sure everyone in the back row can see you. Help people navigate their way to your booth from across the venue. No one likes to stare at bland gray folding tables with black backdrops. Spruce up your space with colors and large graphics. Stick to 1 or 2 of your brand’s colors. Think of Milwaukee Tools for example, there’s no missing their ALL-RED tradeshow booths. The colors stand above the other booths and make it easy to find and enticing to interact with. Flood your brand all over your booth with banners, hanging signs, flags, tents, table covers, etc.
Use Technology and Social Media to Your Advantage
Get with the Times! Technology and social media are taking over, and it’s time to incorporate them into your tradeshow. Use social media posts and stories to announce your presence at the show, tease your upcoming booth activities, and encourage attendees to visit your booth for promo products and exclusive offers. Give those who couldn’t attend live coverage so they know what to look forward to next year.
Technology is the answer to keeping your booth busy when all your sales associates are occupied or for those attendees (aka shoppers) just to “look around.” Incorporating computers, tablets, or TVs in your booth offers attendees the information they need to stay engaged at your booth, regardless of the situation.
In the end, remember to make a checklist of what you need, what you need to do, and your goals. Be conscious of your target audience and the theme of the tradeshow. Having something for each type of attendee can be time-consuming but is guaranteed to show results. Emphasize what makes your business unique and better than your competitors. But don’t be afraid to find inspiration in others and to ENGAGE & NETWORK with everyone there.
