Helpful Hints for a Successful Show

How to Exhibit Successfully

Myths and Misconceptions

Exhibitors need to be aware of the two common misconceptions that booth staffers may hold:

1.  Slow hours are not productive. Power buyers, not browsers, are at the show during slow hours. While the quantity of traffic may decrease, the quality actually increases. Slow hours can actually be quite productive, and booth staffers need to maintain their energy. One way to accomplish this is through incentives that reward them for reaching show-related goals, such as gathering the most qualified leads.

2.  The last few people left on the show floor are just browsing. To the contrary, often the last few attendees are serious shoppers. Treating them appropriately could result in a sale.

Layout Booth

•  Keep the exhibit as open as possible! This creates a more inviting exhibit and it is easier for the salesperson to move to the front of the exhibit and engage the prospects. It is a known fact that side-by-side selling creates a better quality sales interaction.

•  DO NOT place tables and counters right on the carpet line! This keeps visitors in the aisle and acts as a barricade preventing prospects from entering your exhibit. Visitors that are kept in the aisle tend to have more of a hit-and-run behavior and will spend less time speaking with booth staffers.

•  Staff Attire – Golf shirts are out and business casual is in – overly casual reduces the credibility and professional image of the organization. A suit appears intimidating for sales. What works best for presenting a professional appearance is shirt and tie attire. Research has found that 72% of customers feel a shirt and tie presents an inviting and trusting appearance.

•  Casual Qualifying Areas – Small round counter-high tables to conduct a 5-minute conversation with the prospects. Not all visitors want a presentation, and most don’t have the time to sit down and talk in length about what’s changing. The casual café-type table increases interaction and prospects feel more comfortable discussing their plans.

•  Bright Colours/Lighting – red, yellow and orange colours are 60% more likely to catch the eye of attendees at trade shows. Breaking from conformity and the corporate look differentiates the exhibit from others. Increased lighting is one of the most effective visual design aids to use that can attract the eye.

•  DO NOT stack materials on counters! Stacks of brochures, and piles of giveaways creates a pitch and sell impression. More on the counter equals a lower quality of interaction and a hit and run behavior from the attendees. A clean counter space creates a better quality interaction. Attendees place their belongings on the counter space, visit longer and have better discussions with sales personnel.

Ten Common Exhibit Marketing Mistakes

1. Failing to plan properly
2. Failing to develop a promotional plan
3. Failing to use direct mail effectively
4. Failing to incent attendees to visit your booth
5. Failing to use giveaways effectively
6. Failing to use press relations effectively
7. Failing to differentiate your company and its products and services
8. Failing to use the booth as an effective marketing tool
9. Failing to realize that your booth staff is part of your marketing time
10. Failing to follow up promptly