Trade Show InsightsNews, tips & tools to expand your knowledge of exhibiting

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Because I’ve participated in more trade shows than I can remember (since shortly after college when I was a brand-new entrepreneur), it’s tough to even recall my very first experience. But there are definitely some rookie mistakes that I remember from those early years!

Frequently exhibitors give excuses for why the methods I teach don’t apply to them: “We’re just a 10×10′ exhibit,” “We don’t have a lot of staff,” or “We only do local shows, not the big mega-shows in Chicago or Vegas.”

Well, the truth is that most basic techniques can be adapted to fit any situation. And I understand all of the above issues: I’ve been a single-person staff in a 10×10′ booth at a local expo. In fact, that’s how I got started in the trade show world!

So let’s break down what’s required for success in exhibiting:

If you’re planning to go “big” at your next trade show, then be sure that you’re consistent about it.

At a show I attended recently, I noticed some exhibitor inconsistencies. There was one company with a high profile in the industry who was one of the show’s sponsors, yet only had a 10×10′ space. While that alone was surprising, what was more curious was the way the staff treated attendees. There was no greeting, and when an attendee expressed interest in the product, only a short and aloof answer was given. No offer to demonstrate the product, no questions about what the attendee wanted, nothing. Needless to say, attendees weren’t lingering at that booth.

Photo: iStockphoto

Confucious may not have had trade show experience, but what if he did? Perhaps he would have drafted tips for the New Year like these:

1. “He who fails to set goals will have no success to measure.”
2. “The exhibitor who stands and smiles attracts more traffic than one who sits and waits for someone to stop.”
3. “Exhibiting without pre-show promotions is like throwing a party without sending invitations.”
4. “He who leaves the booth early misses golden opportunities.”
5. “Self-serve giveaways produce no qualified leads.”
6. “A booth without a clear message draws no visitors.”

A fairly new exhibitor recently shared that what holds her back in the booth is the “little voice” on her shoulder who keeps telling her, “No one wants to talk to you … you’re just another salesperson.” I think every exhibitor could admit to battling that little voice at one time or another, but how can you banish it?

First, don’t take it personally. At any given show, your product or service won’t be of interest to 100% of the audience. Your goal is to create a booth that attracts your most likely prospects. In fact, that’s the first way to avoid hearing the “voice”: Design for attraction. Create an interactive booth that is visually appealing or sparks curiosity among attendees and let your booth do the talking for you!