Tips For Terrific Trade Shows
Planning, prizes make your booth the hit of the show
By Deborah Scaringi
Special to the Worcester Business Journal
Plan in advance
Consider how you will promote your business and its products or services far enough in advance so that you have adequate time to make any necessary adjustments or create specific items. Plan the look you want, what and how many items to bring along and what you need to furnish your booth.
Consider anything new since you last exhibited. Are you going to launch a new product or service? If so, consider making this your debut and send out mailings to announce the unveiling in advance.
Research the attendees
Get a list of who will be attending and exhibiting at the show. Study the list for competitors, newcomers and potential and current clients. Determine who you want to attract to your booth and aim for just that subsection of the audience.
Attract traffic to your booth
Don't waste resources attracting just anyone to your booth - spend time and effort on attracting those who may potentially purchase your services or products. Consider using a raffle to draw people in to your booth. You may want to consider sending out a pre-show mailing using an incentive to visit your booth for a chance to win something. A company I encountered in the past sent out keys to each attendee and invited them to try their key at opening a treasure chest filled with prizes. It gathered a lot of curiosity and traffic at that booth as a result.
Bring materials aimed at your audience
Be sure to have the appropriate materials aimed at the audience you want to purchase your products or services. Don't bog yourself or conference attendees down with unneccessary material that will just get thrown out. Offer incentives to be in touch with you following the show. Give out and collect business cards. Following a conversation with someone, jot down notes about your conversation on the back of their card so that you can follow up with them intelligently.
Train your staff
Be sure to staff your booth appropriately. Always have two or three people in your booth at any given time so there is always someone available to talk with people, restock items or answer questions. Train your staff in advance of the event so they understand the products and services and can converse about them fluently. Also, coach them on appropriate business attire, or select a uniform look for everyone to wear to identify themselves as a member of your team. Prepare conversation starters so they are never at a loss for words to begin sales discussions. Pre-write follow-up material and letters for the staff to send out immediately following the close of the show so that information and opportunities aren't lost.
Deborah C. Scaringi is a former president of the Legal Marketing Association's New England Chapter. She can be reached at deb_scaringi@mac.com.
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