Apply These 7 Techniques to Improve Your Trade Show Results

If you’re exhibiting at a trade show, in the near future, I bet you’re trying to create awareness of your brand, generate leads and connect with current leads. It’s a great strategy! Trade shows can produce these results, and more if you plan ahead.

Obviously, you’re not going to be the only exhibitor – you will be one of MANY!  Engaging with attendees in unique and compelling ways will help them remember your company out of all the others around you. You simply need to plan how to do it!

The Planning Phase

The best thing to plan is how you’re going to stand out. Standing out is key because there’s a lot going on and it’s hard for attendees to remember every thing they see. You want them to remember you, so create a pre-event promotion strategy and a day-of Engagement Strategy.

Your pre-event promotion strategy should promote what is happening at your exhibit on the day of the show. The Engagement Strategy is what is happening at your exhibit and how you attract and engage with attendees.

Taking the time to plan your show will help you maximize your time and you won’t have to wing it. If you decide to wing it or do the bare minimum, you are less likely to see results.

Techniques to Improve Results

If you’re not sure where to start, here are seven techniques you can apply to improve your results:

  1.  Make sure your booth looks presentable at all times by keeping it clear of clutter.
  2. Be approachable.  Don’t sit behind your booth.  If possible, move your table to the back and stand in front. This way you can greet attendees without a barrier in between you.
  3. Strategically use promotional items to avoid “trick or treaters” who only want “free stuff”.  To make the most out of every interaction with attendees (and your branded investments), place promotional materials behind your table and give them away when someone shows an interest in you.
  4. Showcase testimonials so attendees can see how awesome it is to work with you.
  5. If attendees give you their information, offer a “show incentive” if they place an order within 24 hours of your show.
  6. Create a unique and exciting promotion or contest to run to attract attendees to your booth.  Think of something no one has done before to make you memorable!
  7. Hold multiple drawings throughout the event and one big drawing at the end. Be vocal about your drawings to attract more and more people to participate.

Most importantly, have fun with it! It’s called a “show” for a reason!

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