Moving Beyond The Business Card Shuffle: How To Make The Most Of Your Next Trade Show

Think about your last trade show event

Think about your last trade show event. Between the bright lights and the flashy trade show displays, it's easy to get caught up in all the glitz and miss out on the opportunity to make a genuine business connection. After all, the average attendee only spends 30 seconds (or less) at each trade show booth. As a presenter, we're often left with nothing more than a stack of business cards - and the fervent hope that one of these cards turns into a client.

Communicating with potential clients is key to building a relationship. Even if it's just a short conversation, time spent discussing a potential client's needs, challenges and goals is essential to future business. But if your tradeshow display is bland and boring (or resorts to disco lights to attract attention), the only conversation you'll be having is with the crickets.

Brand your business and bring customers by for more than a 10-second business card exchange with our tradeshow display checklist:

#1 Signage: Attendees should know exactly what your business does when they pass by your display. A large logo, company name and clear information about your product or service are essential.

#2 Banners: Pop-up banners add extra color and excitement to your display. They're also a great way to highlight a new product or service. Angle a banner at the front of your display to catch the attention of passersby.

#3: Lighting: Don't let your message get lost in the dark - or overwhelmed by your neighbor's flashing lights. Bring your own stand-alone lighting to shine the spotlight on your company. (Don't forget the extension cord!)

#4: Information: Crowding a display with text or pictures leads to information overload. Focus on key points: highlight your product with one or two pictures and include only short, bulleted text.

#5: QR codes: The latest trend in trade show displays, a QR (quick response) code sends attendees straight to your website by quickly scanning a code. Even if you miss out on a conversation, you'll still be sending potential clients instantly to your website - which sure beats a business card exchange.

So, follow these simple concepts and your next trade show event will be better than your last one. You don't need all the glitz just a few simple ideas. Then focus on developing the relationship with each attendee that comes to your booth. Ask lots of questions and focus on solving their problems. And remember to have fun!

by: Rani Bal

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