If you are new to trade show exhibiting it's possible you think that just turning up with your team at a trade show is enough and new business will simply appear during the course of the day. However, you only have to speak to one or two seasoned exhibitors and you will end up with little doubt that to make a trade show a success, there's a lot more involved than turning up.
Obviously you and your team do need to turn up, but it's what you do after you turn up that matters. Start the day by meeting as a group over a hearty breakfast. Everyone needs food that's going to provide plenty of energy over a long period; you may not find the time to eat much during the course of the day and trade show days can be very long and tiring.
During the breakfast meeting check with your team that everyone is fully aware of the duties they are expected to do. Now is the time to mention any concerns your team members may have and to address them. It's important they are fully conversant with everything and confident about the products and services your company offers. Make sure they are aware that if they find they are unable to answer a question from a visitor they know how to respond. Honesty is paramount; if a person isn't able to assist then say so and tell the visitor that you will get someone to attend to them that is able to help.
Arrive at the venue with plenty of time to spare before the trade show opens to visitors. You and your team need to check everything works; lights, graphics etc. Check all the brochures, leaflets and handouts are ready. Stand back from the display and look at it as if you were approaching as a visitor. Check how the display looks; make sure it's attractive, enticing and interesting. Make any small changes, as required, to improve the appearance of the display.
As the trade show opening time approaches it's time to get your team members into position. Give them a quick chat to make sure they are all still fine about everything. Trade shows are usually rather slow to get started and those visitors that do arrive early usually have specific booths they want to visit.
It can be a little monotonous during the first hour or so, but gradually you will notice the stream of visitors passing your booth increasing. A great method for ensuring you and your team are busy from the beginning and works well at attracting other visitors into your booth is to invite existing customers to visit your booth early on. Tempting them with a coffee or similar works well. This means you have visitors in your booth and this entices new visitors in; people are not keen on entering a booth that's void of visitors, but full of booth staff.
As the day progresses and the trade show floor gets fuller you will find a constant stream of visitors wanting to visit your booth.
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Written by Lawrence Reaves for Monster Displays - http://www.monsterdisplays.com/ They will help you get the display, accessory, or graphic that's right for you and your marketing message. We are not happy unless we know you are completely satisfied from design concept to delivery!
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