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Trade shows can be a wonderful source for developing a supply of new leads for your sales cycle. If you are new to the trade show circuit however; beware of jumping right in without doing some homework. Take some time to do proper planning in advance to make the most out of your marketing dollars. Here are 7 trade show secrets to help you create a stand-out booth and attract traffic to your table. 1. If you have never exhibited at the particular trade show before ask the event organizer for any photos of booths from the previous year. Evaluate what the majority of booths have in common and seek to create a design that stands out from those styles. 2. Avoid the "mom and pop" version of a display table. You don't want your booth to resemble a yard sale with just brochures laid out on the table. If you are not naturally creative solicit the help of those you know who are creative. If you don't have the budget to purchase professional trade show structures from supply vendors you can still create a professional looking booth from simple wood structures covered in fabric you can build in an afternoon. 3. Choose just 3-4 words to position your company. Too often small businesses try to get their entire features and benefits written all over their booth, but attendees don't have the time or interest to read wordy booths. Also, when you only have 3 or 4 words to work with you can display those words much larger. Letters ideally should be 2' in height for attendees to read easily from an aisle away. 4. Meet their immediate need at the trade show. You want to drive traffic to your booth regardless of whether they are all from people in your target market. When you have a small crowd at your booth it creates a buzz and creates an even bigger crowd. Here are popular needs you can meet: a. a sturdy shoulder bag for the attendee to put all of their brochures in. (make sure it has your company name, tagline, website and phone on it) b. a treat for their sugar cravings c. a snack to curb their hunger d. a few massage chairs or regular chairs with massage pads to give their tired feet and backs a break e. balloons, a cartoon video, a costumed character for their bored kids if the trade show is a B2C audience. f. a compelling raffle drawing give-away to entice traffic to fill out their contact info. Have the prize beautifully packaged and presented at your booth - preferably not just a photo of the prize. 5. Useful promotional items give-aways. Stay top of mind in your market with practical items people use everyday that have your company name, phone and web address written on them. Popular general items have included: wallet size mirrors, business card holders, key chained mini flashlights, pens, water bottle grippers, bag clips, refrigerator magnets, and post it stickers. 6. Have a short sales video playing at your booth. Some people will avoid talking to sales people, but will stay to watch a short sales video of your product or service. Often times a crowd will ebb and flow at your table, so the sales video will not only help attract attention, but also answer some common questions while prospects wait to talk to you. 7. Choose trade show events that attract your pure target market audience. A smaller, but more narrowly defined trade show event will garner better results for your business than a large, but broadly positioned trade show event. Finally, measure your results and don't give up after just the first or second trade show. Do something different and do something better at every subsequent trade show. As with anything else, practice makes perfect. Yoon Cannon is a systemic business growth coach, consultant and speaker based in Philadelphia, Pa. She specializes in helping entrepreneurs grow Million Dollar companies through best practices in marketing and productivity. To receive additional, powerful free tips and strategies request your complimentary monthly subscription to Biz Growth Tips Newsletter visit www.paramountbusinesscoach.com or call (215) 292-4947 EST.
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