It can be difficult to engage prospects at a trade show. With so many trade show displays crowding the exhibit hall, it can be difficult to capture your desired prospects’ attention. This is why trade show engagement is so important. However, engaging prospects isn’t necessarily every exhibitors’ strong suit. It is very easy once you know how. Let’s discuss the ABC’s of trade show engagement:

Trade Show Engagement Is As Easy as ABC

  • Always Reach Out in a Unique Way to Prospects Before the Show

Everybody likes to send email campaigns to their most coveted prospects prior to the trade show. But have you ever thought of picking up the phone and inviting them to lunch? This is an unexpected move that could be the beginning of a great relationship, which you can build upon at the trade show.

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Another great idea is to send your list of most desirable prospects a custom welcome kit that they can use at the trade show with an invite to stop by the booth for coffee, doughnuts, or happy hour. This kind of gesture does not go unnoticed. This kind of trade show engagement is unexpected and can be a strong draw to prospects to get to know your team and your products better at your trade show display.

  • Be Sure to Offer a Draw for Prospects to Come to Your Trade Show Display

It seems like everyone’s giving away an iPad, an iHome, or some other new gadget. What if you came up with a unique prize that nobody else on the exhibit floor would have? This could be industry- specific, or it could be a round of golf at a coveted golf course where the trade show is located, or any number of ideas.

For maximum draw, consider designing a game intended to boost trade show engagement and couple that with your unique ways of reaching out to prospects prior to the show. This could be a powerful tool of trade show engagement with your best prospects. Consider making a fun interactive game which required your prospects to come back to your trade show display in order to win. This would certainly limit the people who just try to get free swag from wasting your time and impress those prospects with whom you really want to do business.

  • Capture Prospects’ Information and Attention

The point of exhibiting is to capture prospects’ attention and information at the show. However, with so many competing trade show displays to visit, it can be difficult to do so. Consider throwing a happy hour or hosting a breakfast at your display. The smell of fresh coffee, or the lure of free beer can draw prospects from across the exhibit hall. Be sure to scan their badges and capture their information in order to qualify them for the event so you’re not catering to your competition or other vendors.

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Once you capture their attention with an event, it’s important that you don’t slack on the trade show engagement. Consider playing a looping demo on your screen where your prospects are mingling so they can view your product or services while they enjoy a drink or a pastry. Make sure your booth staff is also outgoing and able to discuss prospects’ needs and pain points. Listening and asking targeted questions can go a long way towards trade show engagement when other vendors are only trying to sell without knowing a prospect’s needs.

At your next trade show, consider the ABC’s of trade show engagement. Using these methods, you can significantly increase your leads and capture the attention of the right people. Once you have their attention, be sure to follow up with them to keep the relationship moving forward and to boost your ROI.