7 tips to increase Trade show effectiveness. Actually there are 9 tips. Knowing how to run a Trade Show greatly increases the effectiveness of attending. You spend big money to be there, make sure nothing is left undone. These steps will you’re your effort more effective, saving money and time, and bring in more sales:
Trade Show traffic patterns
Data & information – missing. With trade Shows costing thousands one would assume the organizers would provide great data, but this is not the case. It takes a little investigation and study to understand what parts on the Trade Show floor are the most productive. A corner in the back can be dead, while a front row booth in front of the entrance can be great. In between, takes a knowledge of edges and traffic flow.
Using measurements to understand. I started out not knowing where and what, but the stealth placement of time elapsed photos allowed me to study variations in placements within the booth. This technique can do the same for you too. Over time it becomes second nature. How to place features in the booth and how to present these can make a huge difference.
Watching the attendees. Attendees, that is your customers and future customers move through the Trade Show hall and your booth. Tracking patterns, watching where they pause, where they stop, who they talk to and who the avoid is key to understanding how to arrange the experience. Every wonder why the candy sits right at the check out in a store? It is the impulse buy, well the same principals apply in Trade Show booths, only more subtle and nuanced.
Placement of your messages and products. Do you know what a viewing channel is? It is a corridor that needs to remain open and clear. If these viewing channels are correct people see your banners, displays, pop-ups and products naturally. They are attracted to them. Proper placement optimizes the tradeshow booth to fit the customer and increase the leads you receive. Having clear and open viewing channels is the key to good attraction and traffic flow.
Movement, Colors and a little Noise Watching the camera footage it became obvious: Motion, colored lights, and sound attracts. Run your machine, have your power point running, make a little notice with an audio track – help helps. People turn heads and watch to understand. They come closer and ask questions. Simple? – Yes, but effective.
Message too small, too complex, too bland. Trade Shows are about isles. People are traveling the isles and your message will be viewed from those isles and you have seconds – perhaps a fraction of a second. Complex, small text in earth tomes dampen response. Make it simple, bold and don’t attempt to explain. Let them question the sales person about meaning – it is OK, Actually it is more than OK. Don’t attempt to answer every question on a display – It is there for one purpose – To introduce and cause questions and dialog to occur.
Use small volumes of. Many firms want to have everything including the kitchen sink listed. “you only get one chance” but actually putting “10 pounds in a 5 pound bag” just creates problems. Increase size, reduce complexity. Focus of attraction. Larger titles and key words attract. Say everything that is required, but little more. Leave some things unanswered – that is the role of your sales staff – to answer and inform. Create interest and dialog.
Want to know more? Before attending your next trade Show, you can download a white paper on the topic here
