Driving traffic to your trade show booth can be quite a challenge when you are up against hundreds of other booths with the same goal in mind. It doesn t help that attendees typically have a short attention span before they move on to other display systems. In fact, they only scan a booth for 3-5 seconds before they determine whether or not they are interested in stopping. To help get results and drive traffic to your exhibit, try out these ideas.
Answer These 3 Questions
Your booth should clearly answer the following questions:
1. Who are you?
2. What do you do?
3. What sets you apart from your competitors?
Knowing the answers to these questions will help sell yourself and your brand to potential leads. Your graphics should also convey these answers through one or two large pictures and minimal text (no more than 2 short sentences). For more trade show graphics tips, check out our article.
One of the best things you can do to drive traffic is through a pre-show marketing strategy. Social media, press releases, email newsletters, and mailing out post cards are all great ideas. One thing you should incorporate into your marketing campaign is the answers to the previous questions. Let your audience know ahead of time why they should stop by your display booth. Giving them a little incentive won t hurt either. Offer a free gift, a discount, or the chance to try out a brand-new product that just launched to give them a reason to go to your exhibit.
Train Your Staff
Your staff should be able to communicate the answer to those 3 questions as they are talking to attendees. Train them so that they know how to ask the right questions and understand how to convey what makes your company different from the competition through answers they give potential customers. Staff members should also know how to determine whether an attendee is a hot lead or still needs convincing through the right probing questions.
Contact Media Outlets
Many times, the local news outlets will cover trade shows and expos, but to ensure that your booth is featured, contact them prior to the event. Enthusiasm is often contagious, so have an upbeat, friendly, and enthusiastic during your interview. To increase your reach, stream your media videos on social media sites like YouTube and Facebook.
To sum up these ideas, once you know the answer to who you are, what you do, and why customers should choose you over the competition, you ll be able to win them over through a pre-show marketing campaign, a well-trained staff, and interviews with media outlets.