Convention Conversion: A Short Guide To Winning Over Customers At Trade Shows

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If you are planning on hosting a booth at an industry trade show soon, you understandably may have high hopes of generating a substantial amount of business from this effort. However, the results that different businesses actually generate from attending trade shows can vary substantially. If you want to position yourself for success at a trade show, you need to take numerous steps to win over your customers in a crowded environment.

Focus on Booth Design and Appeal

One of the more critical factors to focus your attention on first is the design of your trade show booth. Some businesses will simply set up a table with some brochures or freebies on it. This is not appealing to passersby, and your target audience may be less likely to stop and learn what your business is about. More than that, it can negatively affect your brand image by making your company look less professional and successful. Spend ample time creating impressive displays and eye-catching visuals for an incredible booth design, and consider how you can incorporate sound and lighting elements into your design for even greater results.

This kind of setup and equipment may be daunting for a smaller business, but it is well worth investing. If you go to a lot of trade shows, consider picking things up piece by piece, storing them at a facility like North Star Mini Storage, and having them at the ready the next time you need them. Accumulating display materials may take time and money, but can benefit your business in a very real way.

Have Ample Staff Available to Speak With Customers

When customers stop by your trade show booth, will they simply grab a brochure and walk away? You have a great opportunity to interact with these individuals and to give them a full elevator pitch about your products and services. You must have enough staff members on-hand to speak with anyone who shows interest in your company. Remember that few will wait around for you to finish one conversation, and this means that you may have missed opportunities if you do not have a full team on hand.

Create Eye-Catching Promotional and Presentational Materials

Many people walk from booth to booth picking up promotional materials, and they will review these items later after they get back home or to their office. Your materials should be appealing and should stand out from other items that they may be sifting through. Some companies will give away free merchandise, such as pens or koozies with logos. While brochures and pamphlets may easily get tossed out, freebies are often used for months or years. This makes them a cost-effective marketing solution.

You understandably want to enjoy maximum benefit from your trade show attendance. Your preparation and planning in each of these areas can pay off with great results. As you prepare for your upcoming event, focus your attention on these important factors.

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Brooke Chaplan is a writer and recent graduate of the University of New Mexico. She loves to blog about home and family, fitness and tech.

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