But people might not want to ask how to access or use your interactive component, so give them a simple directive above it. Having an interactive component of your booth is non-negotiable nowadays. Some trade show exhibitors bring pinball machines or air hockey tables to liven up shows. Create an experience.Īn experience can be as simple as a photo booth or wall and as complicated as an interactive trade show garden in which attendees plant herbs. While this takes a concerted effort, the quality of leads you’ll get is much better than the bulk messaging alternative. Follow up with them later using a customized message based on your conversation, and then start to talk about your product or service. Get to know the folks who step into your booth without an ulterior motive. People don’t enjoy getting yelled at from across the room to buy your product-and frankly, they never did. The days of the hard-hitting sales pitch are dead. (Make sure you check the rules surrounding alcohol first.) Whatever you decide to give away, skip promotional pens, stress balls, and shirts that they will never wear. Impress them with custom Oreos with your logo or work with a local brewery to make a custom-brewed beer. These all have staying power because people can use them in the moment and might be inclined to keep them beyond the trade show. Give away snacks along with a company logo chip clip. Have a water station where people can refill your branded bottles. Get reusable travel mugs with your logo on them for a coffee/tea/hot chocolate station. Offer promotional items people will actually use in the moment. If your booth is a place to physically recharge and also to get their phone’s battery life up, you’ll create more touchpoint opportunities with them. Decision makers are constantly on their phones for emails, calls, and social media posts. Trade shows primarily attract decision makers since sending multiple team members to trade shows is costly. Give them a place to (literally) recharge. Those small touches make people more likely to want to have conversations about your business. When they step into your environment, they should feel at ease. Add in comfy chairs or even a massage chair if that fits with your brand. Making a cozy environment in which they can relax is crucial (when you have the space). Trade show attendees are on their feet most of the day. In short, while they want to hear about your product or service, they also don’t want a traditional sales pitch. One of the primary reasons people attend trade shows is to learn about different products and services, but in a world recovering from a pandemic, attendees also want empathy. Think about what trade show attendees want. They’ll help you think through messaging and graphics at a minimum, but beyond that, there are a couple more things to consider. Your booth is your first impression at shows, so establish your budget for a trade show partner. Standing out at trade shows takes strategy. Attracting people’s attention in a crowded show was always hard, but trade shows have become an even more complex game. Attendees need to understand who you are at a quick glance-and a table with a branded tablecloth doesn’t cut it. Trade shows are just as much of a practice in sales technique as they are in brand building.
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