Build Your Business In A Slow Economy! Part 7-steps 1 & 2

Last week we listed the items that you need to think about in order to maximize your trade show ROI. This week we are giving you ideas and solutions for Steps 1 & 2.



1. What's your goal for the tradeshow? Is it to sell products? Increase your client base? Network with other vendors to establish relationships with them that attract referrals? To see what your competition is doing? To position yourself as an expert in your field?
Have a live presentation going in your booth that that will draw people in. A person presenting will be more effective than a looping video. Presentations should be geared towards what problem your product/service solves for them.

*If you sell a product show it, have the prospect touch it. If there are various levels of quality/features then explain the differences and how they solve the client’s problems. Simplify it as much as possible to keep their attention and not overwhelm them. As you present include/invite other trade show attendees that are watching/walking by into your discussion. Always spend a few minutes doing Q&A. if you notice the same questions being asked over and over include the answers in your presentation.

*Offer specials only available when orders are placed at the show.

*Before the show get an exhibitor list. Mark any exhibitors that you want to build relationships with. Are there any that you can partner with to market to their client base?

*From the same exhibitor list mark any competitors. Visit their booths. Notice their displays. How they attract traffic. How they make their presentations. What is their image for their staff and booth?

*Speak at the event as an expert in your field and include a promotion to your attendees to receive a free gift when they come to your booth.

*Even if you aren’t speaking at the education sessions provide some of the items that they will need such as pen, notepad, highlighters, travel coffee mugs, etc. A USB drive with the speaker’s presentation on it and your company brochure will always be a hit.

*Walk into the aisle and ask if anyone is looking for _____ (this is a general question that relates to the problem that your product/services solve). For example....if you sell solar panels for homes ask “Is anyone looking for information on how to save $____ on their electrical bill every year?”

*Create buzz around your booth to draw others in.

***What can you do or say better than your competitors to show your prospects that you are an expert in your field and the company to do business with. If you offer the same products as your competitors then you need to show them your company has better service, more targeted solutions and higher expertise to save them time and money.


2. What image do you want to project? What do you need in your exhibit to get attention and display your products? What will make you stand out? What size booth do you need? Where do you want your booth to be located?


*To maximize your passer by traffic it’s important to not only have a clean, professional display, but for your booth to feel warm and inviting and make your attendees feel comfortable.

*Blues, whites and greens are professional colors, but can blend in easily. Bold, eye catching colors such as yellows, reds and oranges grab attention, but be careful with them. They are strong colors and can put off some attendees.

*Keep in mind the flow of traffic in and out of your booth. Allowing ample area for prospects to enter your booth will increase the warm, inviting feel of it. Have a table set up with chairs so you can meet with yoru clients.

*Literature racks will keep your marketing collateral organized and easily accessible for the attendees.

*Use lighting to spotlight your company name or your products. Draw attention to the areas you would like.

*Using nature sounds or other relaxing music in your booth can draw people to it.

*The smell and sound of a popcorn machine will attract a crowd to your booth. While you are creating a bag engage them in conversation.

*The graphics you use should induce an immediate emotional response to attendees walking by your booth. Remember you have 3 seconds to get their attention. Use a nice graphic with 3-4 words about it. The font should be easy to read in size, type and color.

*What interaction between the client and your product can you create at your booth? If you can put your product in the hands of your prospect you have a better chance of closing the deal.

*If you recently launched an innovative new product your image, graphics and booth should reflect it.

*The younger generation wants a more hands on, personal experience than generations before. Personalize your approach and you will win with this generation. Introduce yourself, ask their name and use it. Focus on them and really listen. Engage them in conversation by using appropriate levels of eye contact. Taking this step builds rapport and trust that you care for them and have their best interest in mind.

*Don't forget your staff. The image they portray is a direct reflection of your company and its products/services. They need to be outgoing and memorable.

*Add a special color balloon(s) to the top of your trade show exhibit to attract attention and to help attendees find you.

*Free water for all attendees will also drive traffic to your booth. The time it takes to get the water is a perfect time to start a conversation and the law of reciprocity will kick in and they will be more than happy to talk to you.

*Set up a video monitor that shows your products/services in action to attract attention and boost sales. If you don't have video of your products/services in action then create a PowerPoint presentation that can be displayed on a laptop.

*Make sure your logo is prominent.

*A banner stand with eye catching graphics and clean upscale look will draw attention to your booth.

*If you use a table you need a table cloth that compliments your display and has your logo on it to help attendees remember you.

*Arrange your display table in tiers. Larger items at the rear, mid sized in the middle and short items in front.

*Use a presentation board that shows your products/services in action and measurable data on how it's helped your clients improve sales, productivity, etc. Your company name, logo and contact information should be obvious.

*Have a portfolio showing before and after pictures. Make sure the portfolio is easily accessible to your attendees so they can flip through at their leisure.


With the ideas and solutions in the first 2 steps you will create the base for your getting the most out of your trade shows. Next week we will tackle steps 3 & 4. In the meantime if you have any questions or need solutions for your events please feel free to contact me.



Promotions that get results!

Shana Anderson

Complete Workplace, Inc.

Milpitas, Ca