A trade show can provide you with a wealth of valuable leads. However, you must execute trade show marketing the right way to enjoy the maximum benefits of the event.
In other words, you’ll need to make your trade show booth stand out. With a few good tips, you can attract the attention that you need to generate new business successfully.
To learn more about how to get attention with a 20×20 trade show booth, keep reading.
Trade Show Booth Do’s and Don’ts
Now more than ever, trade show vendors face unprecedented challenges. Accordingly, there are a few things that you should do when attending trade shows. For example, you should always make sure that booth attendants receive training.
Training is important, even for experienced booth attendants. Booth staff members must know how to speak with trade show visitors and recognize qualified leads.
When staff members speak to attendees, they should always ask qualifying questions. These questions will help them to identify viable prospects.
Also, make sure that booth attendants don’t lean too heavily on preprinted literature. Typically, booth operators will fill their table with as many brochures as possible.
Plenty of people will walk by and grab brochures. However, those brochures typically end up going in the trash.
A better tactic is to keep your literature out of the range of passersby. After identifying warm leads, you can then offer your literature to keep them interested.
Trade Show Practices to Avoid
There are some things that you shouldn’t do when participating in a trade show. For instance, don’t hesitate to ask questions.
Trade show organizers and attendees know about trade shows intimately. They can provide you with important information, such as demographics, exhibition requirements, guidelines, and other important information.
Also, leave the “canned Spam” speech at home. Trade show personnel will often approach everyone possible with a preplanned speech. They bombard trade show attendants with facts, numbers, and a well-rehearsed sales pitch.
Often, this practice is a turnoff for trade show attendants. Instead, booth staff should spend 80% of their time listening and 20% speaking. The 80/20 rule will help staff members focus on the needs of trade show attendants.
Make Your Booth Presentation Pop
Trade show marketing is about more than simply establishing a presence. You need to make the most of your space.
For example, you can have an island on all four sides of your booth. Furthermore, the overall design of your booth should emphasize access to branding. Trade show attendees should have access to brand imprints on all sides of your booth.
Also, pay attention to the most active sides of your booth. With some floor layouts, attendees may only have access to two sides of the booth. Make the most of booth attendant activities in these areas.
Before the show begins, review the floor plan. Think about how people move throughout the trade show floor. Understanding participant movement can help you produce a better return on your trade show activities.
It’s important to use your space wisely. Trade show vendors tend to stuff their space with as many props as possible.
However, you should avoid this practice. When you crowd your booth, you make it feel uncomfortable and awkward.
Instead, arrange your booth in an open and free-flowing manner. Set your booth up to create a foot traffic flow that aligns with the main aisle. Along this side of the booth, trade show attendants should have easy access to your location.
Planning for a Successful Day
Current events have made a competitive industry even more intense. Nevertheless, trade shows are an opportunity to talk with potential leads face-to-face. These events give you the chance to build rapport, sell solutions, and solve problems.
Still, it’s easy to lose track of sales. If you don’t plan your booth activities the right way, it’s difficult to manage them as effectively as possible.
For this reason, you should know your goals before the show starts. Without a clear definition of your goals, you’ll have no way to know if your trade show booth is successful.
For example, you should track booth awareness. Awareness includes vanity metrics such as social media likes, tweets about your trade show presence, or photos that attendees share of your booth.
Vanity metrics don’t relate directly to profit. However, it’s important to track them. If your booth is getting more attention than anyone else at the trade show, you’ve done a good job creating a powerful presence at the event.
Most importantly, you must track sales metrics. These metrics give you a real understanding of the performance of your booth.
You’ll need to know how many leads you collect. You’ll also need to monitor how many of those valuable leads turn into opportunities. Finally, you’ll need to keep track of how many trade show leads turn into sales.
Create a 20×20 Trade Show Booth That Stands Out
Today, you need more than a basic booth and minimally branded banners to attract the attention of trade show attendees. In the modern marketplace, competition for consumer attention is intense.
For this reason, you need to create a trade show presence that catches potential buyers off guard. Your 20×20 booth must wow spectators.
Your booth display should enhance your brand identity. For example, you can use customized graphic panels and walls to highlight your goods or services. You can also use interactive video displays to grab the attention of show attendees.
You only have a few seconds to grab the attention of show attendants. Accordingly, you must make every second count.
Partnering for Impactful Booth Presentation
Now you know more about getting attention for your 20×20 trade show booth. What you need now is a design agency that can help you to create branding that will spark the interest of trade show attendants.
Rockway Exhibits + Events can help you design and create memorable experiences that will engage and excite trade show attendees. We’re passionate about developing creative concepts that empower our clients to “BE BOLD.”
Contact Rockway Exhibits + Events today at (407) 753-6658 or connect with us online to learn more about developing a trade show image that will convert leads. Our expert team is ready and waiting to provide you with the guidance you need for a successful trade show.