Being an exhibitor at a trade show can be exciting and financially rewarding. Your success depends on booth creativity, your communications with visitors and making the most of your exposure. And, if you do not follow up on all those leads immediately your trade show participation is for naught.

Exhibitors reap huge dividends on their investment of money, time and energy at an industry trade show. Making a commitment to place your business in front of thousands of visitors in a three to five day period can be a rewarding experience or it can be a real drag, if not done properly. How do you have a successful trade show experience? What will influence people to visit your exhibit and buy from you instead of your competitor just three booths down the aisle?

Know why you are there and precisely what you wish to accomplish with your trade show exhibit. Are trying to establish rapport and generate an interest in your product or service? Use the show as a way to get more visibility, name recognition, and establish your credibility in the marketplace.

You must attract attention so the visibility of your exhibit is most important. You can attract attention to your exhibit many ways. First you must have captivating graphics and product displays that force people to stop at the front of your booth space. Have snacks and drinks for the public. Offer give-aways in exchange for lead information.

Have a registration and drawing for a grand prize and display the grand prize at the booth. To the extent possible, have your product in the booth. Have photos or models of your product. The more a visitor can see, smell, touch, taste or hear, the more curious about your product they will be. Be creative. Have a free shoeshine, a chair massage, a blood pressure machine, a golf putting surface or just a sofa for tired and sore feet to rest. Do what you must to get people to stay around your booth as long as possible.

Have your marketing and promotion material ready for a visitor to easily pick up. Have plenty of your stuff available. Brochures, business cards, testimonial letters, thank you cards, photos and flyers should be placed conspicuously on a table in the front of your booth. Your material should be of professional quality and visually attractive. Consider having an LCD with a video presentation to entertain many potential clients at one time.

Be friendly and professional with each passersby. A friendly and welcoming spirit is much more attractive to visitors at a trade show. Look like you enjoy being at the trade show and that you are really proud of what you do. Stand in front of your booth and offer a genuine smile to every visitor. Avoid the temptation to sit in a comfortable chair in the back of your booth and wait for an attendee to approach you. Being out in the front of your booth is best as long as you are not pushy. Visitors to a trade show know that they are going to get bombarded by exhibitors with all sorts of sales pitches. Distinguish yourself as different by showcasing your good manners. A friendly and welcoming spirit is much more attractive to visitors at a trade show. Dress a little better than what is required. If you have your employees staff your booth, train them to represent your company in a dignified way. Rotate your staff as often as possible in order to keep everyone fresh and alert.

Picture of our client, Chile, and their friendly staff.