Trade Show Exhibitors - Tips For Newbies
"Trade show exhibitors are experts at communicating with prospects and customers, as well as building long lasting relationships. Making the transition to becoming an exhibitor is a big step, but it can potentially be beneficial to your business."
A trade show or expo is a gathering of people who are in some way associated with the same product or industry. They’re one of the most popular marketing strategies used by companies today because they help generate leads and sales for vendors. This article will give you tips for making the transition from supplier to exhibitor and includes top dos and don'ts for newbies when going into their first trade show.
1. Start off with a strong presentation
"If you were selling an A+ apple pie and wanted to entice people into purchasing it, you would surely start with one of the most appealing aspects—appearance," says Annie Layne, director of communications for Nashville-based Trade Show Pro. "You can use the same logic to your booth."
It’s crucial that your booth looks inviting and attractive, so always invest in new visual appeal by using new artwork or new dimensional signs to attract more interest. Your booth should also be strategically positioned so that you aren’t fighting traffic.
2. Take your time
"It’s very important that you take your time when setting up a trade show booth," says Layne. "When you’re at the trade show, it might be tempting to rush and try to get everything done in a few hours—but don’t."
New exhibitors usually spend their first month or so finding out what they need to do. They may also need to get their supply line organized, look into the logistics of acquiring a temporary space and find out where they can park. It’s best not to overdo it and overload yourself with work and stress.
3. Get the basics right
The first thing you need at your booth is a display board. "A display board is your best friend," says Layne. "There aren’t too many options out there, but there are some good ones."
Trade show exhibitors should invest in a wooden or plastic visual merchandiser. This will usually come with mountings and hardware for wall and ceiling mounting. Depending on the size of your business, you may also want to buy a sign holder for additional signage to display company ads, brochures or product literature. You can also get some attractive name-brand products for your booth that look good on your display board like metal name tags, writing boards and price lists.
4. Keep your materials close
"If you’re an exhibitor you need to have a lot of handouts and brochures available for prospects. Make sure these are nearby, so when people ask you questions, you can give them the appropriate literature."
Always keep a box or a booklet of your products nearby. Have as many brochures and pamphlets as possible to give out to prospective customers at the moment when they’re most open to buying your product. You can also use this chance to present articles that are appropriate for the attendee’s industry or interest—you never know who might be scouting out things for their business.
5. Be prepared to handle questions
Exhibitors need to be prepared for prospective clients who may have questions about their product or service. It’s important that you’re at your booth for the majority of the show, so you can be there to answer any questions that people may have.
6. Don't let the time go by without your presence
It can be very easy for a trade show exhibitor to get behind on tasks, but it’s important to always stay ready because you never know when a prospect will appear. Just because people are busy with other things doesn’t mean they won’t stop by your booth.
7. Be a gracious host
You want to make sure you remember to be a gracious host, because it’s vital that you make the most of the event and its attendees. You want to make sure your attendees feel welcome in the booth, because most people don’t come back for second and third times.
8. Don't neglect your social media presence
"You need to take advantage of social media in order to promote your business," says Layne. "Keep up with LinkedIn, Facebook and Twitter. Make sure you do it consistently, so people can follow your company and know about your products."
9. Get to know your competition
It’s important that you get to know who you’re competing against, because this will help you figure out how to be on top and get ahead of the game. "You should survey what they’re doing. For example, if another show or vendor is giving out free wine glasses with their logo on them, then consider giving out something like that."
10. Use all the networking you can
"Remember to network, network, network," says Layne. "That’s the most important thing out there for exhibitors." Stay open-minded and friendly, and do a little bending of the elbow with everyone you meet. Also make sure you follow up with any contact that makes an impression on you. You never know who might be your go-to person for something else down the road.
11. Take advantage of corporate gifts and demos
You need to be willing to take advantage of all the resources available to trade show exhibitors such as free or discounted products and even demonstrations.
12. Give back to the industry
The best way to help out the trade show community and promote your company is to donate a percentage of your profits. When you make a donation, let everyone know about it and how much you’re giving back. If you can, donate some of your time as well. The more people that know about it, the better.
13. Be willing to be flexible
Once you’re in the trade show scene, be ready for any changes or events that come up—and don’t be afraid to change the layout of your booth if something else is more appealing or profitable for your business at the moment.
Conclusion
Trade shows provide an excellent opportunity for businesses to grow their name recognition and revenue by supplying products and services to a targeted, targeted audience. With the right tools at hand, trade show exhibitors can establish long-lasting relationships with various types of clients while making money at the same time.
The first step is realizing what kind of market you’re trying to tap into when it comes to trade shows. Do you want to grow your brand awareness? Or do you need a place where you can sell a product or provide a service? If so, trade shows are the perfect way for displaying your brand in front of interested prospects who are ready for more information.