- Check out the show in advance and go against the norms.
- Be an oasis for attendees to escape and recharge.
- Engage them with games to keep them around!
Preparing for a trade show is a big investment in time, money, and resources. Between the paperwork, booth design, and staffing logistics, you’re going to have your hands full.
Of course, it’s all worth it if you can generate plenty of new leads. But how can you give yourself the best chance at attracting those potential clients to your booth?
Drawing a Crowd in 4 Easy Steps
With a little bit of planning, you’ll be able to increase your client engagement and not only generate leads, but better leads.
1. Get the Lay of the Land
Before you set up shop at a trade show, make sure you attend as a guest first if at all possible. You want to be able to experience the show like your potential clients will.
Take note of which booths are popular. How large are their displays? What are they doing that you might not have thought about?
This isn’t about copying your competitors (more on that below), it’s about understanding this specific trade show. What will customers expect?
If you can’t make it to the show, you might have luck on Facebook or the show’s website. Check out photos of booths. Which ones look crowded? More importantly, which ones are empty?
2. Be Different
Attracting attention isn’t about being loud and big. If everyone’s doing it, you won’t get noticed.
Use your research to find out what’s missing from the show. Lots of swag? Lean more towards cool product demonstrations. Is everyone trying to be the flashiest booth at the show? Be the calm, friendly inviting one. You’ll stand out for all the right reasons.
Put some extra thought into this. Don’t be different just for the sake of being different. Find out what the show needs that only you will be providing.
3. Give Them a Break
One of the most overlooked approaches you can take with your booth is something we can call “The Oasis”.
Get some comfortable chairs set up in your space. Think about providing free WiFi and charging stations. Go completely opposite of the “hard-sell” tactics.
While everyone else is pitching to the attendees all day, your booth will be the calm in the eye of the storm.
What’s the benefit to you? Engagement.
Potential customers will not only be more likely to stop at your booth, they’ll spend more time there. You can even have them set up a free account to have access to the WiFi for the easiest email list you’ve ever generated!
4. Make a Game Out of It
If this isn’t your first show, you’ll know just how much of your budget can be eaten up by swag. These branded items might be grabbed up if they look useful, but afterwards people don’t often stick around long enough to become clients.
Instead of all that swag, why not pool that money for a nice prize? You could also give away a big ticket item from your own inventory.
You could also set up a sweepstakes. You can do a simple name drawing, trivia, whatever you like. Now people will want to leave their information with you!
The ROI on this can be substantial. By offering something more than free baubles, you created engagement.
And that’s the most important takeaway…
Flash Doesn’t Matter. Engagement Does.
Here at eSigns.com, we’ve got all of your trade show needs covered. Make the choice that will engage your target audience and be sure they know about it in your banner messaging. Visit our trade show page to get started!