Trade Show Booth Marketing Tricks and Tips
James Malinchak
Trade show booth marketing is typically an exhibit promotional activity. Marketing in this style is a different playing field but general marketing principles still apply. Use this tips and sneaky tricks to enhance your success rate in trade shows. Have good personnel representing your product. All the individuals working for you in your trade show booth is your marketing team. They are the ambassadors of your products and services. As the leader you should make sure that they are neat and professional. Politeness and pleasing personalities must be displayed. Also, you should train and brief them before the event. Set definite goals so they will know what to do, in their own way, to achieve those goals. Some of them may have great ideas which could be useful to you. During the activity, supervise calmly and never show stress and dominance. You are the boss, they already know that. Recognize the Traffic Flow of Attendees What direction do attendees enter and exit the show hall? Where do attendees usually crumple? Are there bottle neck areas in which you can exploit? Knowing these things will help your trade booth marketing. An old adage in business states, 'It is all about location, location, location.' Nothing could be more true in trade booth positioning. Ok, sometimes you cannot place your booths wherever you want. You can at least place a representative in strategic places, giving flyers, brochures, and directions towards your booth. The Look Give your booth a three second look. Ok, is it visually striking? Is it enticing, appealing, appalling, or plain? How does it reflect your product or service? Make your booth at least, easy on the eyes. Do not jumble it up with words and numbers. Consider simple, declarative text and bold, relevant graphics. Implement a though provoking or emotion moving graphic. Picture is worth a thousand words - or dollars. The Feel, Image, and Public Branding When people do visit your booth, is the atmosphere friendly? It should be. Also, exhibit should not confuse potential clients. Do not send mixed messages and do not give an impression which is far from your branding. Be focused on your product and on why and how it will sell. Be professional and confident with your products or services. Successful salespersons have faith in their products. It shows if you have it. Unfortunately, it also shows if you do not have it! Give an Incentive so people will visit your booth Always make sure that you give people a reason to come and visit your booth. Be creative and sometimes it pays to be shameless. Promote your products in any way you can. Whether you want to appeal visually or implement lot of psychology, it should provide favorable results. You can give freebies and other informative products as giveaways that can lead to sales and profits. Provide materials that are capable of reminding people about your product even months after the event. This way you stay relevant in their minds thus making each visitor on your booth a prospective client. Keep in mind to stay focused with the sales and leads. Donít steer away from the product image by jeopardizing it irrelevant promotional techniques. Differentiate Your Products/Services Unluckily, some products may become too similar for comfort. This is why that you should stay on your toes and always try to differentiate your products or services. Constantly try to standout from the crowd. Since recall is an integral part of a visitors' show experience, you should be looking at what makes you different and why a prospect should buy from you.
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