| “There it was, hidden in alphabetical order.”
|
| -
Rita Holt |
|
| You Are Boring |
... Admit It !
It is always easiest to take the safe
choices – unfortunately this route almost always succeeds in getting no attention. Being invisible on the show floor is far easier than standing out – but you can do it. Remember:
 Use bright colors, dramatic lighting, eye-catching clothing, exciting graphics
Create show floor buzz by animated booth staffers exciting the attendees
Make use of performers, exciting giveaways, or great demos
Motion and excitement attract people and everyone wants to be where the action is !
|
| Did They Miss You ... or did you miss them? |
Isn’t that a terrible thought? Was your exhibit staffed during the entire show? It takes two people minimum to staff an exhibit booth – plain and simple. You cannot possibly be a one-man/woman show for 6 to 8 hours straight. And a paper sign stating "out-to-lunch" is just not professional. Again, you must make the most of every minute the show is open – it costs more to send two people that is for certain. But what does missed opportunity cost in the end?
|
Are You
in the Dark?
Use lots of light! Do not get lost in the tradeshow shadows. We know it costs more money for electricity and we know you have to pay union labor to plug you in! Is this the time to scrimp – or shine like a star? Your exhibit should be the bright spot in the neighborhood. Know the difference between halogen lighting and incandescent lighting – incandescent is much less bright. Point your lighting at a bright and powerful graphic or your highlighted and get the attention you deserve.
|
|
|
What a sinking feeling. You’ve just returned from exhibiting at a tradeshow and have called a major client and you hear these words ... "Oh, you were there? How did I miss you?" Admit it – it’s happened more than once. Your tradeshow floor presence has become the Hidden Picture Page from your childhood Highlights Magazine! Don’t spend all the money to be an exhibitor and not have a pre-show plan that will guarantee exhibit attendance. Start with pre-show marketing – invite your clients and potential clients, make your exhibit a must-see. More attendees are pre-planning which exhibits to visit (approximately 50% to 75%). Time is expensive. You must get in their face long before they set foot on the show floor.
|
Dare to be different. A carefully designed tradeshow booth and graphic presentation can increase traffic. Boost the booth up a notch with an interactive presentation about your company shown on computer, TV, or projector screens that will create excitement and buzz around your booth. Get out to the front aisle – don’t use tables and counters as barriers. At the show, you are competing for attention not only with other businesses in your industry, but with your neighboring exhibits as well. To be noticed, use features, such as colors, that are exaggerated. A display that looks muted in a showroom may virtually disappear around brighter neighboring display Add as much lighting as possible. Backlit images are very effective. Movement helps in being noticed. This can be achieved with rotators on the booth, or with working models if your product lends itself to this type of exhibit.
Exhibitors that neglect to invite customers and potential customers and then further fail to excite attendees on the show floor might as well save the exhibition fees and turn their marketing dollars elsewhere. However, the greatest potential to awaken new clients in the shortest amount of time is proven to happen at your industry tradeshow. From CEIR – Center for Exhibition Industry Research: Exhibition leads are 38% less expensive to close. Exhibition sales average only 1.6 calls to close. Exhibition leads are 31% less expensive to contact. Think ahead – that has to be your plan.
|
| Thoughts on Sitting ...
|
| Sitting on a barstool will keep you at eyelevel with most visitors. Avoid chairs at regular height as it creates a sense of distance between you and your visitors, thus breaking rapport with them. In the best world of showmanship all of your booth staff stands - but being practical the “one-cheek-on-the barstool” lean technique is really the best!
|
|
|
|
