Trade shows are excellent places for promoting your company's good and services, increasing its profile and generally getting new business and potential new business on the books. During the course of one single day at a trade show you are likely to talk to more people than you could ever do using another form of marketing. The great thing is; you didn't need to go to them, they chose to come to you and there are not many instances in the field of marketing where that takes place.
From the time the trade show doors open until they close you have a constant stream of potential clients passing your display booth; all you need to do is to give them a reason to come inside. Once inside your booth it's down to you and your team to convert someone who was just interested to someone who is a real new business lead.
Problem is, trade shows attract all types of people and not all of them are there to do business. Studies of visitors attending trade shows has shown that in addition to those people genuinely attending the trade show to learn more about what is on offer in their line of business, there are a fair number who just enjoy milling around, visiting all the booths and, more importantly, enjoy collecting free giveaways.
Giveaways have become big business at trade shows; exhibitors know that having the right giveaways can make a substantial difference to sales and exposure of the company. Giveaways are now very competitive and in order to be competitive they need to raise the bar. This means that a giveaway can be an expensive collectable item; not something that you put straight in the trash when you get home. After all, companies want their giveaways to be marketing tools that are on display for others to see or something a person uses or looks at regularly which provides a reminder about the company.
Good quality giveaways not only attract the type of visitor you want to see, but can also attract a lot of visitors that are quite simply time wasters. However, many are very good at indicating a real interest in doing business, just to get hold of one of the expensive giveaways. If you multiply this up around the trade show floor, you can see it can be a fairly lucrative business.
You cannot afford to hand expensive giveaways to anyone that turns up at your booth. The rule is to never have the expensive giveaways on display; hide them around the back of the booth. Genuine visitors who to do business with you will do it with or without a giveaway.
Only provide expensive giveaways to those people that you have got a rapport with. You need to have spoken to them for a fair time, they need to have shown a genuine interest and have imparted a lot of information about themselves and the company they represent. Those persons who only want the giveaways won't be interested in going through this procedure at each booth. Yes they will chat, but it will be brief and they will be looking around to find out where the giveaways are.
Remember, your best visitors are those that aren't looking for a giveaway; it's a gift and needs to be treated as one.
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Written by Lawrence Reaves for Monster Displays - http://www.monsterdisplays.com/ - who specialize in the manufacture and production of trade show displays, digital signage, large format graphics, and an unending collection of accessories that are superior in today's market.
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