The Events Company has been assisting a university's procurement department with a suppliers' trade show for the past five years. Each year we come up with an innovative layout so that every booth is in a good location. And because we know how important it is to engage the attendees with the exhibitors, we host a competition where the exhibitor with the most creative booth gets a prize, because originality attracts people.
Here are 3 ways to get people to stop, check out your booth and become a customer:
Design your booth so that it boldy reflects your brand's essence. Allow customers to take your product for a test run, letting them feel it, try it on, or experience it in a way that gives them a real sense of the product's features and benefits. Interacting with your product will create a bigger impression in people's minds.
Get social media on your side and harness its power: build engagement and let your fans know about your trade show. How to get people to come to your booth? Take a picture highlighting the most interesting feature of your booth that will make attendees want to come and see it in person. Read this article for many more valuable tips about integrating social media into your trade show.
Train your team by having a booth-selling skills session, where they learn how to engage with the show's attendees, asking them questions and inviting them to try your exciting product. Have one team member always standing at the entrance of the booth, smiling and greeting attendees. Learn more about sales techniques on the trade show floor.
Once you have a prospective buyer in your booth, start a conversation to learn about the prospect and their needs. Avoid jumping immediately into the features of your product, build a relationship and discover how your product can help fill their needs. Consider creating a private area at the back of your booth where you can talk privately with them.
Most importantly, follow up with your leads within 48 hours of the trade show closing. Have an email campaign designed and ready, so an email is sent when a lead is put in the system. Attach a photo of your booth (preferably with eager and engaged participants), so the attendee remembers exactly who you are. Create a database of all the qualified leads that you met and networked with during the trade show.
"Think out of the booth" and wow your future clients with a well-designed booth and a great experience that converts them to buyers.