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Attracting Visitors
to Your Booth
After you determine that you will be
exhibiting at a show; get your killer display; scheduled and train
staff; and have everything set up on the show floor…now comes the hard
part…getting people to visit your booth! There seems to be a
never-ending push for creativity and innovation in this area, and truly
there is no magic answer, but there are a few things that can help.
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Be Important to
Attendees.
Be sure that you're exhibiting
at a show where your product and service is highly relevant
and needed by the show attendees. It's also not a bad idea
to choose shows where you're NOT one of a thousand companies
that do the exact same thing you do. Search for shows where
your product or service is highly relevant, but where you
stand a chance of being one of only a few companies that do
what you do. |
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Have an Eye-Catching
Display.
Your booth display must be well
done, and tell an intriguing message quickly in order to
catch a show attendee's eye. A display company can show you
thousands of options and provide valuable consulting about
the types of graphics to use, the size of your signage, etc.
Another smart approach is to pay attention to the exhibitors
at any shows that you attend and determine which booths are
being visited and why, then try to apply those principals to
your exhibit. |
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Have Good Give-Aways.
One sure-fire way to attract
people to your booth is to give away something of value to
that audience. We've all seen the "collectors" at shows –
the attendees who do nothing more than fill their free tote
bags with free stuff – but most companies are willing to
endure that in exchange for finding some good prospects in
the mix. Give-aways need not be expensive. Companies on
tight budgets can give away white papers or inexpensive
give-aways that are just as attractive as the pricey ones.
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Give-Away Tip
When choosing a
promotional item give-away, think about the end
user and the item's longevity. Giving away a
light-up ball or toy is sure to be given to a
child when the visitor returns home. That may
keep the item in front of your prospect at home,
but if you're a business-to-business company,
it's not the ideal place to have them think of
you. Choose items that can be used at work for
an extended period of time. Some tried and true
favorites are pens and pencils, post-it notes,
calendars, calculators, mouse pads, and computer
screen cleaners.
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Motivate Your Staff.
Getting people to stop at your
booth and talk to you is tricky – most people do not have
time to stop and talk with each exhibitor, and are
apprehensive to stop. In addition to the items above, your
booth staff must be friendly, approachable, knowledgeable,
and just a tiny bit aggressive. Greet visitors and
passers-by, and whenever possible inquire as to what need or
business challenges bring them to the show. It's also a good
idea to acknowledge that they may be on a tight schedule,
and ask their permission to follow up with them after the
show. After obtaining their contact information, make a note
to follow up. |
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