It’s not just a numbers game. Make
sure you’re targeting the right audience.
The Goal:To find a show (or shows) where you can take a
dominant position.
However, you will need to confirm that
the trade shows being considered have the demographics most closely matching
your Target Audience. It’s not just important to know the volume of people
attending the show, you need to know they attract the attendees you’re looking
for.
10 Things That Can Set You Apart on the Trade Show Floor
1.
Great lighting
2. Working demos and flooring installations
3.
Great-looking brochures
4. People who are charismatic in the
booth (friendly people who are sales oriented)
5. People who
have a vested interest in getting and following-up on bona fide leads
6.
People who won’t be sitting back in chairs in the booth
7. People
who won’t be talking to one another instead of looking to engage the people
passing by
8. Using music to attract attention
9.
Using food to attract attention (popcorn from an old-fashioned popcorn maker
works great if it’s allowed)
10. Offer raffles of worthwhile
items that customers will want and could use to attract attention
Budget It’s
better to pick one or two key shows that have your demographic mix where you
can concentrate your efforts, rather than try and to do multiple shows
ineffectively.
All the “what ifs” need to be addressed so you
can determine the actual ROI for this event. Typically, you need to appear at
least twice to make a truer judgment about the success or lack of success.
Note:
A trade show booth can be expensive, so it’s easy to try to scrimp. But it has
to look really good or they, the attendees, will associate you with the booth
display. There are companies that sell really good second-hand trade show
booths that have been refurbished at a steep discount.
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