Tara Landes: President and founder, Bellrock
It only takes a little effort to outshine the average trade show exhibitor. Execute these tactics, and you will see results.
Open the opportunity. Exhibiting takes thousands of dollar out of your marketing budget, yet when we interview companies to learn why they chose to exhibit at a given show, they almost always say "to wave the flag" or "because if we aren't there, people will wonder why." That's not good enough. Set internal goals for what you want to achieve at the show so your booth staff know what types of opportunities to look for. Have a goal for your booth staff to measure their performance against, such as find one hot lead per hour or sample 100 visitors.
Open the booth. Place your tables at the sides of the booth, not across the front, which creates a barrier to visitors. Your booth should feel welcoming, engaging and comfortable for your guests. Think cocktail party, not bank-teller wicket.
Open the conversation. You must actively greet visitors to your booth. Worst active greeting: "Can I help you?" (Answer: "No thank you. Just looking.") A better option might be: "What's the best thing you've seen at the show so far today?" It's an open question that sparks a conversation, and it asks the visitor for an opinion, which everyone loves to give. The best active greeting is: "What brings you to the show today?" It's open, asks about them and, as an added bonus, it begins the qualification process.
Bonus tip. If this is a show that your prospects or customers travel to town for, contact them about two weeks in advance and invite them to join you for breakfast the day of the show. You can schedule two breakfast meetings a day (7 a.m.; 8:30 a.m.) and get some quality face time with the people who matter the most. Close one deal and the entire effort pays for itself.
Arjan Stephens: Vice-president, sales and marketing, Nature's Path Organic Foods
Set smart goals.
We go to trade shows not only for the excitement of seeing and sharing innovation, but also because we want qualified leads that convert to sales or exposure. Decide how many new customers or media interviews you want to get in advance and then lay the groundwork to exceed those targets. As you launch products, define how many samples you want to deliver at all show events. Keep score and track results so you have a sense that the money you invested was well worth it (or not).
Advertise in advance. Don't assume that show attendees will know where you are. Run trade ads, send newsletters, invites and product trade announcements that include your booth number. Create opportunities to speak about topics where you lead and promote attendance with influencers so they can see you in an expert position.
Merchandise more than product. To stand out in a crowded exhibit hall you have to create a show within a show, offering attendees more than just a peek into new products. Your company should buzz with excitement and activities that stop aisle traffic in their tracks. Integrate live sampling, demonstrations, celebrity signings, videos, contests and/or giveaways. Go big or go home!
Meet with media. Trade shows provide an opportunity to meet face to face with industry editors, reporters and bloggers to present new products and leadership. Setting appointments a month in advance with the publications you most want to be seen in provides a fantastic return on investment when key spokespeople are booked to the hilt. To increase your chances of coverage, provide press releases, images and sample stories on a jump drive so you can stay focused on the interviews without worrying about capturing all the details.
Follow up , follow through. Following up with new contacts within five days will build trust – especially if you send a personalized small package instead of an email.
Janet Thompson: Independent consultant, Norwex
In the five years I have been an independent consultant with Norwex I have exhibited at more than a dozen major and smaller trade shows. Along the way I have learned a few lessons.
Booth setup
- Be visual! Have a banner or sign with your company name.
- Keep an organized booth with consistent signs and displays.
- Have an open and inviting booth. Standing behind a table puts a barrier between you and your customers.
- Ensure you have enough business cards and other paper handouts.
- Put together a trade show package.
- Use a floor-covering for your booth. This will not only decorate the booth but your feet will thank you at the end of the day.
- Read the exhibitors manual carefully for rules, what is included in booth price and insurance requirements.
- Do a demo. Some products have to be demonstrated to show what differentiates them from someone else's.
Market yourself and the products
- Be confident. You have to sell yourself and the products. You may only have a brief opportunity to catch the customers' attention as they walk past.
- Dress appropriately and smile! Your customers will want to talk with someone who is approachable.
- Make a connection with your customer. Ask customers what problems they're having and then tell them you have a solution.
Other tips
- Let past customers know you will be at the show.
- Take water and snacks to keep you going.
- Follow up on your leads shortly after the show.
- Chat with neighbouring exhibitors; they might become customers.
