Driving traffic to your trade show booth is not unlike driving traffic to your business. The same principles apply, and with some strategic planning, your next trade show could be your most productive one yet.
Your business is unique. You have something no one else has, or at least you offer it in a way that is unique to your business. Communicating your outstanding and unique traits to potential customers is your top priority. This is true of day-to-day operations, but also at the trade show. It’s likely that your trade show booth will not be the only one of its kind at the exhibition, so how do you make your unique approach visible and attract customers? Focus on the unique aspect of your business or product. What makes you different from others offer the same? Choosing this “difference” for a marketing approach can make you stand out from the crowd.
Nothing is more unattractive or uninviting at a trade show than a booth that merely hands out literature. The key to performing well in today’s marketplace as well as at the trade show is an interactive presence. Have your booth equipped to show customers your website, social media pages, and any multi-media presentations you have available.
Speaking of social media, since everyone at your trade show is going to be carrying a smart phone, why not do a special campaign inviting attendees to post to your page? If they come by your booth, they could receive a special discount, be entered into a drawing, etc. Use social media before, during and after the event to keep interest alive.
Have you ever had the unfortunate trade show circumstance of being placed next to a booth selling amplifiers? Or maybe deep fried catfish? You know the senses can be overwhelmed at a trade exhibition, so do your best to choose a location that will put your business in the best light. High traffic areas are best, but perhaps not if it means being overshadowed by a larger, more competitive booth.
Plan your booth around the unique characteristics of your business, engage customers with an interactive booth, and keep your presence well-known through the use of social media. Finally, secure that prime location on the floor well in advance. With these few tips, you should have a very productive trade show experience.