How to Draw a Crowd at Your Trade Show Booth

Making the most of a trade show appearance can be crucial to the success of any marketing effort. The key is planning a strategy that starts months before the show and carries through to the critical follow-up phase after the show is over. This article describes how to cover all the bases and examines the special way premiums and promotional products contribute to the process.

OVERVIEW

In committing themselves to exhibiting at a trade show, companies hope that after the show prospective buyers will go home, think about the products they've seen, and call up with a large order. After all, making sales is the vendor's ultimate goal and the reason for the trade show's invention. But face it, such things don't happen automatically.

Rather than just relying on showmanship, successful trade show exhibiting should be approached like any other marketing project. Advance planning is essential to integrate the show with your other promotional efforts, and targeting prospective buyers before the show is vital. Although the appearance of the booth is important, it should not outweigh such considerations as selecting the best people to staff it and having the appropriate materials on hand to distribute to prospective customers.

Besides product samples, brochures, and other handouts, it helps to stock a supply of premiums and promotional products with your corporate logo on them, especially when the items are linked to your current promotional theme. Thanks to the Internet, you can choose from thousands of products online.

Premiums and promotional products can also be employed in one aspect of trade show marketing too often neglected: follow-up. According to the Center for Exhibition Industry Research, 80 percent of exhibitors do not follow up on leads. That's a gigantic waste of time and money. Sending a small gift with promotional materials contributes significantly to the follow-up process. There are many ways to maintain these contacts, and an abundance of professional services that can be of assistance.

Online services can help before and during the show in numerous ways. For example, there are many resources that allow you to register and update information about your company for free, allowing prospective customers to learn about you when they are planning their show itineraries. Other online resources offer tips on trade show marketing and classes on numerous aspects of exhibiting.

START BEFORE THE SHOW

To the typical attendee, a trade show often bears a strong resemblance to a flea market or a circus. It can be overwhelming, so anything you can do to relieve the stress of decision making should redound in your favor. Before people head for a show, they generally have outlined an agenda. They'll know what they want to see and where they have to go. It's up to you to plan accordingly—and do it well ahead of time. Just letting people know your booth number and the approximate location on the floor will increase the traffic that comes your way.

How do you get the word out? In addition to doing a mailing, there are many Internet resources where you can register information about your company and its products. Prospective buyers can access online lists of vendors, browse their profiles, and see what products they have available. If you want to entice attendees by offering promotional products, coupons, or other items at the show, you can make them available online. People will print out the information and make a beeline for your booth!

By getting an early start in promoting your booth, you have imbedded your company in the attendee's decision-making process. Often, this can turn into a full-time job, so exhibitors turn to outside firms for help. These trade show marketing agencies offer educational services, tips, and ideas ranging from advertising to booth and material design.

That said, remember that it's always a good idea to take charge and maintain your personal touch. Fine to use the Internet and other resources to help people learn about your company, but it's equally important for you to target them. In his book, Over 66 Tips & Tricks to Supercharge Your Trade Show Promotions, consultant Steve Miller stresses the importance of drawing the right people to your booth. You don't want a plethora of curious folks who aren't interested in what you have to offer. That's why, to profit from a trade show, it's important to reach your target audience beforehand.

PREMAILINGS

A good place to start is with the trade-show's registration list. You can purchase materials about the show and send them out yourself or have them mailed by the show's administration for a fee. These people are committed to attending the trade show, so why not give them a reason to stop by your booth? Offer them a free gift by mail or promise them one if they arrive at your booth.

Don't forget to make a special mailing to your current list of customers as well. It's amazing how many companies neglect this critical step. Reinforce the relationship you have, and remind customers of the services you offer. Often, they'll render you an invaluable service by spreading the word to others who may not be on your list. Above all, give everyone a reason to come to your booth.

PROMOTIONAL GIFTS

Promotional items and premiums are a great way to build traffic at your booth and give people something that will remind them of you and your company after they're back at the office. They stimulate and channel customer interest, and the Internet makes it possible to select items quickly and enjoy flexibility when you put your program together.

Trade show excitement is built partially by the customer's anticipation of returning home with some sort of worthwhile giveaway. If you plan on offering a gift or promotional item to attract people to your booth, you can publicize it online and in your premailing. Mailing a coupon for an item increases the chances of the recipient stopping by your booth. Or just send half and redeem it when the person shows up at your exhibit to claim the other half.

If you're unsure what type of product would make the best giveaway for your target market, consult with a promotional products distributor. These knowledgeable professionals make it their business to match the right products with the right opportunities. Find promotional products distributors through the Promotional Products Association International.

TIPS FOR SUCCESS

• Informational premiums that tell about your company and its services can be enhanced by a promotional product. For instance, a bookmark with your company's logo could be tucked inside a book or packet of information about the company.
  
  
• The objective of using promotional items is to convey the message that you value prospective business. The standard $1-$5 dollars per person spent on these items will be well worth the initial investment.
  
  
• Choose a gift that communicates your company's message. At one show, for example, Foodline.com gave away potholders. Pens, T-shirts, highlighters, tapes, bookmarks, and CD's are some of the more popular giveaways.
  
  
• Some potential customers will express more interest at your booth than others. It might be a good idea to give the ones who are really interested a more elaborate gift or premium. That lets them know that you want to do business with them.
  
  
• Regardless of the nature of the object you're giving away, it should be branded with your company's logo. Hand out pens, mugs, or other similar items to people who glance at your booth or express a mild interest.
  
  
• Don't hand out promotional items indiscriminately. Most often they'll be thrown away, defeating the purpose of gifts and premiums. Premiums should be used to create a lasting impression, usually after a prospect has set up a sales appointment with you or watched a presentation.
  
  
• Customers interested in what you have to offer will express a heightened interest in premiums because of their higher perceived value. "It depends on what they're interested in," explains Jeff Pinsky of epromos. "The best, newest, coolest, and most unique items can certainly accomplish the task of bringing people to your booth. And if your product is hard to understand, you can give away an item that bridges the gap."

BOOTH MARKETING TO LEAVE A LASTING IMPRESSION

Giveaways combined with a booth that's dressed for success both in its appearance and personnel should generate traffic and make the experience pleasant and memorable for your visitors. Trade show booths are six times more powerful than any other sales medium, says the Center for Exhibition Industry Research.

Marketing your booth during the show is an important part of attracting potential clients' attention. Attendees must cover a lot of ground at a major trade show, and they will likely size up your booth at first glance. Consistent use of your logo is important, from backdrops and banners to placemats and rugs. Your image is at stake here, so enhance it as much as possible. Shapes, graphics, and colors contribute to the visual effect.

Although some exhibitors go overboard with native dancers or chefs preparing gourmet food in the booth, such dramatic effects are not necessary. An attractive, well-lit booth with informed, friendly employees can be every bit as successful in capturing attention. Some other suggestions:

• Select your best people to staff the booth. It helps convey your desired image to prospective customers. If you don't have informative people on hand at all times, you could lose customers.
  
  
• A uniformed staff, perhaps wearing something with your logo on it, conveys an element of professionalism.
  
  
• Designate a strong leader to be in charge. He or she can make sure that the rest of the staff creates the best impression possible.
  
  
• Don't let your people just stand around the booth. They should be ready to greet people, introduce themselves, and tell prospective customers anything they want to know.
  
  
• Depending on your products and services, offering samples and demonstrations of what you do is an excellent idea. Use hands-on demonstrations to show your customers how things work.
  
  
• Collect business cards from those who show an interest in your products. That will aid the follow-up process after the show. Some exhibitors also have a guest book for visitors to sign.

FOLLOWING UP AFTER THE SHOW

Following up booth leads is every bit as important as preshow mailings and booth marketing. While someone may have developed and displayed an interest in your product at the booth, it's easy for them to forget about it after they've gone home. A phone call or a reminder to let them know you enjoyed talking with them will tell you where they stand and possibly could seal a deal. Just letting people see that you're there for them often will turn a prospect into a customer.

The worst thing you can do is ignore a lead. Why put forth the effort and expense of exhibiting if you're not going to make use of the contacts? Following up on leads is the final part of trade show booth marketing. Try to contact potential customers who expressed a strong interest in your products and services within two or three days. If possible, reach the rest during the first week following the show.

If you already have information packages assembled (another thing to do before the show), you can quickly send them out to prospects who want more information. This is often better than handing out bulky literature at the booth, because it re-introduces your company after you're out of sight. Include a handwritten note letting the interested party know that you're happy to provide them with the information they requested.

Rather than mailing the literature, sometimes it's possible to set up a meeting and deliver it in person. Take along a well-chosen follow-up gift for this important prospective customer.

ASSOCIATIONS

TRADE SHOWS FOR EXHIBITORS

For a list of Industry Events, go to #9510, Calendar of Industry Events.

BOOKS

How to Get the Most out of Trade Shows, by Steve Miller, is a handy source for trade show participants. Miller teaches you how to maximize your exhibit's effectiveness. He covers every aspect of exhibiting, from equipment to attendees' body language. 1999. NTC Publishing Group. $13.45 through Amazon.com.

Over 66 Tips & Tricks to Supercharge Your Trade Show Promotion, by Steve Miller, stresses the importance of standing out at the show and tells how to make it happen through promotions and a well-designed exhibit. 1999. Hikelly Productions. $11.95 through Amazon.com.

Over 88 Tips & Ideas to Supercharge Your Exhibit Sales, by Steve Miller, covers whatever you need to know about all aspects of trade show booths. It's easy to read and follow, whether you're a pro or just starting out. 1997. Hikelly Productions. $11.95 through Amazon.com.

Guerrilla Trade Show Selling, by Jay Conrad Levinson, et al, explains guerrilla sales and marketing techniques in the high-pressure trade show environment. It's full of tips of all kinds, a good reference guide for anyone interested in new marketing ideas. 1997. John Wiley & Sons. $17.56 through Amazon.com.

Show and Sell: 133 Business Building Ways to Promote Your Trade Show Exhibit, by Margit B. Weisgal, offers an abundance of ideas for exhibit marketing. It's useful for anyone, regardless of experience or industry. 1996. AMACOM. $55 (hardback) through Amazon.com.

The Power of Exhibit Marketing, by Barry Siskind, contains a slew of tips and suggestions to make your trade show booth as powerful as possible. 1997. Self Counsel Press. $14.35 through Amazon.com.

PUBLICATIONS

ONLINE RESOURCES

Events.internet.com offers a two-year calendar of trade shows throughout the world. Go to http://events.internet.com/.

Internet Trade Show List. Exhibitors can submit information and make updates about themselves and their products. Prospective clients can access trade shows by category on this site. Offers free weekly newsletter. Go to http://www.internettradeshowlist.com/.

McNabb Marketing Resources offers trade shows organization and management services and can match vendors with clients from its list. Call 207-236-6196; fax 207-236-0369; e-mail mcnabb@ime.net; go to http://www.mcnabbmarketing.com/.

Trade Show News Network offers prospective trade show attendees a plethora of information about shows, giving exhibitors the chance to reach thousands of potential customers just by registering their information. Exhibitors can also find other helpful resources here. To use the network, just enter a simple query on the Web site and a member services representative will reply. You can update and edit your information on the Web site at any time. Go to http://www.tsnn.com/tradezone/.

TradeShow Tips Online, provided through the online community, eGroups, delivers free monthly tips via e-mail. Written by consultant Marlys K. Arnold, the advice covers issues ranging from preshow marketing to following up on leads after the show. E-mail tstips@imagespecialist.com; go http://www.egroups.com/subscribe/tradeshowtips (subject line should read "Subscribe Tradeshow Tips online").

TSCentral features virtual trade shows, online floor plans, and management solutions. A basic company listing is free. You pay for elaborate services, such as a flashy online brochure, but the graphics are state-of-the-art. Call 781-235-8095; e-mail listing@tscentral.com; go to http://www.tscentral.com/.

RELATED SMN ARTICLES

For information related to this article, go to 8010, Trade Shows Core Overview and 3010, Incentives Core Overview.