How to attract attention at your trade show booth
Trade Shows are expensive. Oftentimes, however, one client can make it all worth it. But how oh how do you get that one client (or even dozens more like them)?
Even the biggest, best, most well-attended tradeshow can be a flop for your company if you don’t plan ahead.
For example, we would like to see you invite Photography by Misty to participate in your booth where we would offer professional headshot opportunities. As you know, everyone needs an updated headshot, yet not many companies offer them. Complimentary headshots will attract attention, and, in order to deliver, we will need a means of following up afterward. Bam! Potential clients delivered right to your booth. Follow it up with a “Thank you for stopping by” and an exclusive offer. And, it might go without saying but I will say it anyway, introduce them to your product or service while they are hanging out in your booth.
Professional portraits may not be a great fit for every situation. For instance, let’s consider the Dallas Bridal Show. Brides and their parade of decision makers. This is not a business conference. These future brides want to feel beautiful, they want to have fun, they want a social media brag. For a Creatively-Themed trade show, like those for braids and the upcoming BOMA event, photobooth services might be a better fit. People literally flock toward a fun and interactive PB. Heck, while you're at it, trust the professional services of Elevate Events to bring in a balloon artist and a DJ to really attract some attention.
Enough about photography already. Ask your team these questions as you plan your booth:
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How do you attract attention?
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Who will be working the booth?
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How will your team show up?
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Stay on brand.
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What’s the location of your booth?
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Got the poppin’ swag?
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Where will you be showing up? The City of Dallas or Gun Barrel City, Texas? Neither place is wrong, you just have to know your audience and where they hang out.
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After you show up, how will you follow up?
I am certainly not a trade show expert, but I have seen everything from the WOW! factor to complete no-shows.
Here are a few tips and tricks and a few stories to get you started in the right direction.
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Samples of how to draw attention:
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A friend of mine added bright-a*% yellow to his booth. Like a moth to light, attendees almost couldn’t help themselves.
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Offer something they can’t resist, like headshots (I know, I know… another shameless plug) for an event in The City of Excellence, attracting global companies to headquarters right off the Tollway.
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Fancy-like drink bars get people’s attention. And while they are adding their pictures to social media, ask them to add a hashtag for a chance to win something extra.
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Speaking of winning, offer a drawing ( I always require an email address) - and make it something people want.
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Put your best people forward:
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You are going to want people who show up on brand, on time and with the right attitude.
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No matter how high or how low the attendance, make sure your team knows to stay until the end. Someone coming in 15 minutes before the c curtains close wants the same treatment as someone who has been there an hour before the doors opened.
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Will they bury their head in their phone or stand up with a smile, hence enticing conversations.
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Will they follow your dress code or come donning what they woke up wearing.
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Heck, will they even show up?
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Our philosophy is to dress to at least match our audience/client/client’s brand.
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Not only should your people be on brand, but so should your booth.
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Keep with the colors
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Stay with the attitude people have come to expect.
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If your giveaways are simple, be sure to play to your brand. For example:
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A branded tape measure if you are a home decorator.
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A desk-top or drink-holder sized trash can for a waste company.
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When I was marketing photography-business-growing services, we gave away Paydays and $100 Grand candy bars (which I think it’s time they rebranded as $1-Million bars). It’s ahhmazing how many people love that nutty sweetness. Once they grabbed their full-sized sweetness, they threw their info in a jar for the chance to win a $100 bill. Who doesn’t want a little extra cashola?
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Is your booth located down the hall in a closet somewhere? Corner booths are always best but they also come with a price tag. I know, at the Dallas Boat Show, vendors like my parents had to work their way out of the secret-tented areas. If that’s the case, ask if there will be significant signage, drawing attention to vendors down the hall or up the stairs.
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Ok, so now you know your swag must be either large and irresistible or at the very least on brand. However, even if you’re in the party business, a koozie is no longer going to cut it. Please don’t hand out yet another water bottle, another key chain or make an offer from a bowl of mints. People may take these things (even that is highly unlikely), however they’ll eat the mint and forget about you or regift, recycle or simply trash another canned-drink insulator.
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Make sure to follow up - no spamming please.
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However, an exclusive newsletter with a little offer, but, most of all, great content is a great way to start some conversation.
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If you had a large giveaway, send a message not just to the recipient, but all those who threw their name in the hat.
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If there’s a stage giveaway, participate!! And have the winner pop by your booth to cash in.
Let us know if we can help you give your potential clients something to talk about. We at Photography by Misty have plenty of resources. Even if you’re not interested in professional and/or fun photography services, we’ll b e happy to hook you up.
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