Exhibiting at trade shows and conventions is one of the best ways to connect with prospective customers and grow your business. If you want to stand out from the crowd, that means you need to do something with the space that is a little out of the box. The right combination of elements will cause people to stop walking and pause long enough for you to strike up a conversation and convince them they need to do business with you.
You Need a Floorwalker
One mistake that many exhibitors make is confining themselves to the booth and never getting out among the masses. Certainly, somebody needs to be at the booth at all times to greet people and engage them. A second person who is walking around the exhibit hall, meeting people, and passing out business cards will result in more traffic to the booth. Remember, the purpose of the floorwalker is to make connections and not make a sale on the spot. While that could happen, the idea is to establish relationships that can be cultivated later on.
Movement in the Booth
Having a video presentation in your booth is fine, but the exhibitors need to be on the move too. Think about finding a way to demonstrate your product as people are walking by. For example, if your company is marketing golfing equipment, set up a putting green and dress the team in some colorful outfits. They can take turns demonstrating the putter and talking about the brand of golf balls to use. The action will prompt attendees to stop and see what is going on.
Use Social Networking in Real Time
Many attendees are actively using social networking even as they walk around a trade show floor. What if you take advantage of the use of hashtags and post to sites they are likely to be checking? People who would’ve walked right by otherwise will see that post if you use a hashtag associated with the show or the convention center. That translates into more traffic to your booth.
Give Away Something of Real Value
Pencils, business card cases, and the usual trade show fare is fine, but you need something that will capture interest. Consider holding a drawing for something that people could really use, like a new tablet. While it will cost more than branded golf ball markers, it paves the way to talk to a lot of people. It also provides an excellent chance to prepare a press release and get a quote from the winner.
It’s fine to use some of the tried and true methods associated with trade shows, but don’t limit your activity to those strategies. Step outside the box and incorporate a few elements that give the show some real zing and you’ll come home with plenty of solid prospects for growing your client base
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