When you exhibit at an expo or trade show, you have just 3 seconds to grab attendees’ attention. That’s about how long it typically takes for someone to walk past an 8-foot booth.
Here’s how you can stack the deck in your favor during those short 3 seconds:
- Contact everyone in your database and invite them to stop by your booth. Pay particular attention to people who talked with you during the same event in previous years. Give them your booth number and tell them why they need to stop by (new products, show specials, etc.).
- Market before the show. Take advantage of every opportunity to tell people about your upcoming show participation, even if it means upgrading to a marketing partnership. That extra media and advertising exposure can significantly boost awareness among your targeted attendees.
- Plan something interactive at your booth. Open interaction games and raffles always attract people.
- Make sure your staff interacts. According to the Center for Exhibit Industry Research, 85% of show attendees say they don’t mind being approached as they walk by a booth.
- Have banners and displays that clearly identify what you are selling. People will have just 3 seconds to decide if they want to stop.
- Choose targeted expos. Spend your money with show producers whose marketing helps to pre-screen your attendees. You can’t sell siding to apartment dwellers! If you’re going after healthy choosers, go for an expo targeting that market. If you target women, choose a show that attracts mostly women buyers, etc. For those of you in Minnesota, we produce target expos for the women’s, healthy choosers’ and seniors’ markets.
Finally, don’t make the mistake of thinking all of your sales are going to happen on the show floor. You will have a lot of missed opportunities if you don’t follow up on your leads after the show.
