The Trade Show “Commercial”

You have a limited amount of time to make that all-important first impression at a trade show, and your trade show booth flooring can go a long way in helping it to be an outstanding and memorable one. Attractive, product-complementing wood grain flooring, though made from soft EVA foam, can be that eye-catching key to getting a passer’s-by attention and brining them to your booth.  Continue reading The Trade Show “Commercial”

Trade Show Booths: To Rent or Not To Rent?

It seems almost daily someone is offering to rent a trade show booth (for a “very reasonable price”). Is that really the way to go? If you have a small business, the idea of renting a booth may seem attractive because of the “low” initial outlay, but is it your best bet in the long run? Continue reading Trade Show Booths: To Rent or Not To Rent?

Make Your Trade Show Booth New for 2016

What’s going to make your business “new and exciting” this year at your first trade show? What’s going to make people stop and spend some time in your booth? If you’ve got an unbeatable product or service, you might not have to do too much work. But if you’re one of those small businesses struggling to get a foot in the competitive door, you’ll appreciate all the help you can get. Here are a couple of ideas. Continue reading Make Your Trade Show Booth New for 2016

Seriousness of Trade Show Purpose

How do you get potential customers and contacts into your trade show booth? Look around at a trade exhibition, and you’ll see lots of examples of how other small businesses tackle this question. You’ll see flashing lights, techno-music, cheap giveaways, scantily-clad women, even entertainment for kids. Are any of these approaches used by successful, serious businesses interested in long-term customer relationships?

Trade show booths are a lot like dating. They give you an idea, a peek, at what you might be in for in a relationship. What do you want your business to reveal? Cheap? Gimmick-driven? Appealing to the lowest common denominator? Or classy, focused, and professional?

Like dating, your business has one chance to make a good first impression. So make it. Like a nicely tailored suit, the lines of your trade show booth should be clean, elegant, and communicate an investment in your product. Flashy doesn’t go far in communicating seriousness of purpose, so keep your company logo colors in play with understated lighting, and continuity across the products and display. A busy appearance says you’re just grabbing for anything that will stick. Know your business, know how to communicate your product, and your integrity will bring customers to the booth.

Now, just who is doing the communicating? An entry-level employee with little or no trade show experience? What does that communicate? Unfortunately, it says you’re not interested in a true investment in your booth or the industry. Your booth should always be staffed with experienced, knowledgable, confident, and outgoing employees who believe in your business. Trainees are great to bring along, but you need the seasoned trade show worker to lead the way. Customers and industry contacts are drawn to people with confidence, people they sense they can trust. Exuding integrity and industry knowledge will attract more customers than flashlights or free popcorn.

The trade show booth and the booth staff are the keys to drawing customers in and getting the product or service out. Take them both seriously, invest in their development, and watch the quality of your contacts and customers shoot through the roof.

The Upside of Trade Shows

There’s no doubt that the strategic use of technology can get you more customers. They carry your website with them on their phones, peruse your website at home on their computers, and follow you on social media. The downside to this is that customers may assume they know all there is to know about your company and product without ever asking a question. This could lead to a customer walking away (figuratively) and you losing a sale you never knew you might have had. Trade shows are the answer to the questions they never ask.  Continue reading The Upside of Trade Shows

Trade Shows on a Shoestring

Too many businesses, small and large, forego the trade show and business expo because of the perception, and sometimes reality, that events like these are cost-prohibitive. But with some thoughtful planning, it’s easy to participate in a trade show on a shoestring. Here are four simple things to do to make your next run at a trade show cost-effective and productive.  Continue reading Trade Shows on a Shoestring

A Better Booth for Your Next Trade Show

Technology can bring you closer to your customers, no question. Your business is on the computer screen in their living rooms, so it doesn’t get much closer than that! But at the same time, technology can also put great distance between you and your potential customers simply because you may never meet and have the advantage of one-on-one interaction.  Continue reading A Better Booth for Your Next Trade Show