When it comes to trade shows it is easy to think that turning up with a single foldable table and a fancy tablecloth will be fine. But, the truth it, trade shows are just as competitive as shop fronts. Perhaps even more so, because usually, trade shows mean big-ticket orders. And, who wouldn’t want to cash in on that? However, you need to put the work in, in advance. But what does that mean? Well, here are some tricks to help you stand out at your first trade show.
Make a Scene
Have a stand-out display. Think about your branding colors and some textures. Use things like banners and displays to draw interest. Check out a feather flag printer, to get something that you can use time and again and isn’t your typical style of a banner. Use your logos on all of your materials, and even your tablecloth. If you think you’d like just to use whatever might be provided by the trade show organizers, then you need to consider if you’re ready at all.
Use the wall space, if you have some. You could hire a graffiti artist, and have something bespoke designed that you can attach to the walls at your future trade shows. Or perhaps a simple but effective stencil of your company name a logo painted on to foam or cardboard will work well too.
Your portfolio is going to have to be on that table. People like to have something to touch and to flick through. Make sure that you have the highest quality photographs that you can afford in there. Or, if your product is small enough, samples available to look at there and then.
If you have wall space but aren’t sure what you can do with it, consider using a projector to have something constantly running in the background. You can put together a few visuals to get people excited, and after they’ve watched it, you can have a chat.
Use all of the social media done by the trade organizer to your advantage. In the lead up to the event, reply, share and like their posts. Add your own links into the conversation, and mention which stall you will be at. On the day of the event, tweet other brands after you meet them, invite people to your stand, announce giveaways and share photos of your stand too.
Give it Away
Demonstrations and giveaways are always big crowd pleasers. If you have a product that purchasers can touch and test, they’re much more likely to be convinced to buy it. Giveaways are great too, you can ask people to send a tweet or other social post with a specific hashtag, and get the conversation going online also.
Any type of food item will attract a crowd, and while they are trying to grab a logo-topped cupcake, take a moment to ask them to fill in your contact sheet, or take some information about your product. Be sure to take their information too.
You can make the most of all of that footfall but having branded bags, filled with promotional materials. A pen, a magnet, and of course your brochure. Pop in a trade show special discount, and once again swap the goodie bag for those lovely contact details.
Be Smart
When it comes to making the most of your time at the trade show you are probably going to feel like you need to operate that stand AND somehow network. The solution is simple. If you have a friend or family member that is willing to come and help out, take them up on that offer. Prep them in advance about some key details, and if in doubt have a pamphlet that they can use to answer any questions.
Swapping contacts is much more important than just collecting them. A top tip is to make a note of something you like about a person’s product or stand, so that when you follow up (within two weeks of the trade show maximum) mention that thing.
“Hi it’s John from JohnBlogs, we met at the X trade show, really cool *item* by the way. Anyway, I’m reaching out because of… “.
Be personal and personable.
It might be tempting to sit on a chair, tapping away on your phone during the quiet periods, but just don’t. You never know when the big buyer will see that as a lack of enthusiasm in your own products. Use the down time wisely. Use the toilet, grab a coffee, you could even use the spare moments to schedule your social media for the next month.
Come One Come All
When you see someone approaching your stand, it might be difficult to stop yourself heading straight over. Sometimes this can just be too overwhelming from some people. So you’re going to have to learn to read people as they approach. Some people are naturally very open and will look confident, and likely make eye contact a few times. Smile and head over with your business card and be ready to give information. Other times, you might have a person who isn’t as confident looking and aren’t keen on making eye contact. Most of the time, the latter will want to be left alone to browse. A simple, “let me know if you’d like any more information, and feel free to take a pen/cupcake/badge.”
Watch for the ‘hand on the door handle’ moment. People have a habit of asking what they really want to know, just before they leave. Equally, if you say something like “is there anything you’d like to know” just as that moment arises you might be surprised at what happens.
Smile. Be as open and as welcoming as you can manage for the whole day. Practice a short introduction about you and what you do, then see where that leads. Remember that first impressions have a lasting impact, and you’ve got less than 3 seconds to make that impact a good one.
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