Doing Business From Your Booth
Maximize Your Expo Investment!
Exhibiting at a show is a unique and effective way to market your business. There is no other form of marketing that puts you face-to-face with several hundred to thousands of potential customers in just a few hours. But, your space won’t do the work for you. To get the most out of your expo investment follow these tips:
- Have a plan: Why are you there? What are your goals? Consider these things before planning your exhibit space.
- Know the audience: There’s a saying “Give the people what they want”. Know your audience going into the expo so you can showcase the products or services that will attract them to your space.
- Pre-Promote: Of course the producer of the show will promote the event, but they may only share your presence there is a list of exhibitors. Maybe a social media follower has been meaning to contact you for a while now but that phone call or email keeps dropping down their to-do list. A simple post on social media will let them know you’re there and get them to your booth.
- Judge your booth by its design: Everybody does it. You may sell the best stuff but if your booth is a tablecloth and a pile of business cards you won’t attract much attention. Your booth doesn’t have to be elaborate, but it sure should be interesting.
- Do a drawing: An easy way to build a database of potential clients is to offer a prize drawing that requires their contact info.
- Practice makes perfect: Practice your greeting and a 30-second sales pitch. While you’re at it brainstorm some engaging questions that will help you figure out your visitor’s needs and how you can help them.
- Have a takeaway: People visit a lot of booths at a show. Create a rack card, postcard, brochure, or flyer that they can take with them. Design the piece so it has a little space for you to write a note – whether it be “Thanks for stopping by, Your Name”, the service/product they were interested in, or a special deal just for them.
- Man Your Booth!: Make sure someone is at your booth at all times to maximize your presence at the show.
- Eyes up: Put your phone and computer away and make eye contact with attendees. Say “Hi”, ask them how their day is, and invite them over to check-out what you have to offer.
Follow-up: Don’t wait too long to follow-up with your leads after the show!