Leave a Lasting Impression: Tips for Trade Show Success
Leave a Lasting Impression: Tips for Trade Show Success
Attending a trade show provides a business with the unique opportunity to meet with and impress clients face-to-face. What could be more powerful than that? Just showing up at the trade show, though, is no guarantee you'll get the results you want. Lackluster booths, presentations, and materials get passed by, and time, money, and resources have been wasted. Not only that, but disappointment and failed goals can hurt a business as much as a poor economy can.
Focusing on Potential Clients The three main areas of focus for trade shows are attracting clients to your booth, presenting concise and powerfully informative materials to them about your business or service, and creating an impression that will last long after they leave the show.
Customers and clients are the backbone of any business; they are the reason the business exists, and without them, it is nothing. So, take this opportunity and run with it.
Businesses don't have to invest a fortune in getting the word out at trade shows, they just have to be savvy about marketing, and always remember the focus is on the client.
Attracting Customers to the Booth Trade shows are crowded, and a dull booth can get lost in that crowd. Have you ever noticed those nice people sitting at a booth that everyone passes right by? Why is that happening? It is because there is no excitement generated by the booth, no color, no movement, no crowds attracting further curiosity. One highly successful booth at a recent trade show had an artist creating the booth's backdrop throughout the show. Crowds gathered to watch the on-going action. While they were watching, the owners of the booth took full advantage of the crowd's presence to present information about their business. Not every booth can be as exciting as this, but the key is to be creatively different, to stand out, to magnetize potential clients and draw them in. Whether through color, bold wording, or asymmetrical design, the booth has to pull the attention of the trade show attendees.
Presenting Powerful and Concise Information Once potential clients' attention is grabbed, it is time to focus on the presentation of information about the products and services you offer. Multimodal interactions work best. Some people like to converse, others prefer written materials, and still others enjoy a multi-media presentation. Don't rely solely on personal conversation. As you are tied up with one potential client, tens of others are left ignored. Have something for them immediately available. Brochures, business cards, and flyers are great, but in addition, have a fascinating slide show of your products or services in action. Examples of actual products to interact with are powerful; there is nothing like hands-on to solidify something in the memory.
Creating a Lasting Impression You've gotten them to the booth, you've wowed them with your products and services; the last and most important aspect is assuring the positive impression they got stays with them. This can be done by providing each potential client with a memorable, quality gift that shows you care. Custom lapel pins can be just the memento a client needs to remember you and your business. Beautifully designed, enameled pins can be fastened on more than a lapel. Have a small display next to where you present the pins to clients, showing them on baseball caps, straps for computer cases, women's purses, and lapels. Suggest the customer immediately pin them on to something they are wearing or carrying. That way you are assured the pin will safely make it home, and the client will have something solid to remember your impressive business.
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