If you've walked through any type of trade show, you know that if someone is going to get your attention, his booth must either dazzle your senses or really have something specific you need.
Most of the time, companies are selling products or services that consumers don't necessarily know they need. When preparing to promote your business at a trade show, be prepared to put your best foot forward.
The last thing you want to do at an expo is show up with just some business cards and sit at your table, hoping someone will come to talk to you.
The first step in creating a compelling trade-show presentation is signage and displays that will get you noticed. Make sure if people just breeze by your booth, they know your name and exactly what you do. So, less is more.
But design your signage and displays so that they grab the show attendees' attention. While keeping within your company's brand, trade booth displays that are highly creative and well-designed are the ones that will be most effective and memorable. There are many choices in buying easy-to-set-up, high-impact displays that act as a powerful backdrop to your booth.
Many companies that display at trade shows leverage multi-media to stand out. Showcasing your products and portfolio on a flat screen monitor or projector always adds to the sophistication of your presentation.
If you sell a product, try to have it at the show. If you sell hot tubs, have some hot tubs there. If you are a restaurant, provide some free samples. Tasting and touching your product is a better sell than even the most convincing salesperson.
Giveaways are also a great way to draw traffic to your booth. Often times, companies ask show guests to drop in a business card for a free gift drawing. For the cost of an iPod or free service or product from your company, you will get a lot of contacts and traffic to your booth with a simple raffle.
Finally, give visitors to your booth a bit of collateral to take with them. A brochure, flier or informational kit will continue your selling. Collateral handouts at trade show events that are well-done also add credibility to your pitch.
Just like the rest of your advertising, a solid presentation at trade shows should be a priority.
Josh Sommers is president and CEO of Focus Media, a marketing and public relations firm serving the Hudson Valley. He can be reached at josh@advertisingandpr.com or 796-3342, ext. 303. Read his blog at focusonmarketing.blogspot.com or visit www.advertisingandpr.com.
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