Start a dialogue, a two-way conversation, face-to-face on the trade show floor is the best way to begin your marketing efforts at your expo. Of course you’ll want your booth staff to be on-message, but because it’s a conversation, they will be able to give the visitor best-targeted message. A personal connection builds trust. Meeting face-to-face, with your company’s brand and message on display around you, a prospect is likely to be comfortable being approached and learning about what your offer is. A trade show exhibit space is one of the few places today where a “sales pitch” isn’t taboo. You have complete access to a receptive audience for your message for at least a minute or two.

Establish or reinforce brand awareness and industry prominence. Even if your company is lucky enough to enjoy a dominant position in your market, it’s wise to reinforce that lead position and stay top-of-mind for your existing clients in addition to maintaining or enhancing your brand awareness to those who haven’t yet joined the majority. Be nice but not overly nice – get right to the subject at hand as you are wasting their time and they might not know how to disengage. Ask about them immediately – where is their store? Do they sell on the internet? Do they manufacture in country or not? You have particular criteria for selling to the show attendees and it is best for all parties to get right to those topics so that no one’s time is wasted.

The total length of a show is so limiting that strolling through an exhibit space at a leisurely pace is just not efficient. Appointments are crucial for existing clients and early morning or late in the day is the best time for those!