5 - Ways for Exhibitors to Succeed at a Trade Show

I just returned from Pittcon, the world's largest conference and exhibition for laboratory science and I am still amazed that so many exhibitors simply waste the opportunity to make a positive brand impression and engage with potential sales prospects. If you've attended a trade show, I'm sure you've witnessed the behavior. The guy sitting in an empty 10 ft. exhibit with his face buried into his laptop checking email while potential sales contacts walk by. The groups of booth staff with their backs to the aisle chatting about the previous night's adventures, oblivious to the person seeking help in their booth. Poorly designed booths that don't convey a message. I could go on.

Let's face it - it is expensive to exhibit at a live trade show, but since you've made the decision to invest, why not make every attempt to maximize the ROI of your efforts? Here are a 5 very basic things you should do to achieve success at your next trade show:

1. Take advantage of all free marketing. First, make sure you are listed in the program (print and electronic) and your company description accurately reflects your products and services - about as basic as it gets, but you would be surprised at how many companies don't bother to look at their exhibitor manual to submit their information in time. Also, review the guide to see what other marketing programs the organization offers to give you more visibility.

2. Send pre-show announcements. Tell your customers and prospects that you will be exhibiting and why they should visit your booth - new product, service, etc. Most conferences provide rental access to the pre-registration list of attendees, and for a bit more money, you can send an email or post card with your news. It's well worth the investment. Download the free registered media list and send out an announcement to the trade press covering the trade show.

3. Take your booth graphics seriously. At a busy tradeshow, you have only a few seconds to capture interest of attendees walking by your booth. Be sure your graphics tell your story - who you are and what you do. They should be light on text and easily readable.

4. Bring products. If at all possible, display your products in your booth - people like to touch and feel the real thing and often times the products will be the main attraction to your booth.

5. Engage attendees. Most importantly, focus on engaging people who seem to have interest in your products. Spend more time learning about their problems and interests vs. giving your sales pitch. Be yourself, be friendly, and you'll most likely have a positive interaction and a possible sales lead.

Trade shows can be very valuable to furthering your business interests - take care of the basics and set yourself up for success.