Impact, networking key for trade show exhibitors

Audiovisual production company Downhome Productions sees the advantages of reaching potential customers in a trade show setting. The company is a presenting sponsor of the 2007 Business & Technology Expo, to be held Oct. 4 at the Springfield Expo Center.

Presenting sponsorships cost $25,000 in cash or trade-out.

In order for Downhome to get the most bang for its buck, Production Manager Tony Carter said the company uses two booths, one large and one small.

“In our big booth, we want it to be big and elaborate and obnoxious; we want to catch the eye, appeal to people from across the room,” Carter said. “But for 99 percent of the people who come through, the big booth is too large for anything that they’ll do. So at the smaller booth, we get more one-to-one talk because some people approach the smaller booths more.”

Sherry Cook, a marketing professor at Missouri State University, said that while elaborate booths aren’t always necessary, companies do need to draw attention to themselves.

“Usually, there’s stimulus overload when you walk in, so if you’re not engaging people and you don’t have anything compelling in your booth, you’re invisible,” she said.

For example, combining colorful signs and music at a booth appeals to multiple senses, which Cook said also is a key to a successful exhibit.

Personal connections

Whatever the size of the booth, or how many bells and whistles it contains, Carter said a successful exhibit should have enough staff members on hand to visit with attendees and answer questions.

“Nobody likes to stand for eight to 10 hours on that concrete floor and meet and greet everybody. But if you don’t, (visitors) are less likely to walk 10 feet into somebody’s booth to talk to them,” Carter said. “People like to be approached – they’re still customers.”

Personal connections are especially important for companies such as computer networking firm Layer 3 Technology. Company co-owner and President John Horton said the company’s booth participation in trade shows isn’t as much about making a flashy presentation as it is about reconnecting with old clients and adding new ones.

“We’re there to see our existing customers and see our friends from the chamber – people we’ve gotten to know through the years by doing some networking,” he said. “We get to see them again and get our name in front of them, so when they’re ready to make a change, they’ll think of us if they’re not already customers.”

Professor Cook agreed that connection is key.

“What surprises me when I go (to a trade show) is that a lot of vendors don’t work at interacting with customers. They have a philosophy like, ‘You can come over to my booth if you want,’” she said. “Or even vendors may wander off to see the show, and there’s nobody covering the booth. You obviously can’t be out tripping people in the aisles, but you’ve got to work your booth.”

Planning ahead

Being prepared is essential for making a good impression at a trade show, according to Doug Pitt, owner of ServiceWorld Computer Center, which has had a booth at the Chamber Expo every year since it began in 1992.

“Every bit of our booth is planned out, including the staff and when they’ll be there,” Pitt said. “Everything from handouts to the way we’re dressed is carefully considered.”

Expo visitors are usually business professionals, Pitt said, and they can tell when an exhibit hasn’t had the proper planning.

“If it looks like you didn’t put any thought into your booth, or if you have handmade signs, it screams ‘unprofessional’ and people will walk right by you,” Pitt said. “You only have a few seconds to capture someone’s interest and convince them whether to stop or not, and that definitely takes a lot of planning.”

Empire Bank, one of 10 financial institutions with a booth at the expo, focuses on keeping the environment open and inviting for visitors.

“I try to keep it simple,” said Andrew Tasset, assistant vice president of marketing for Empire.

“You want a pleasing, open atmosphere so people can interact with us, rather than sitting at a table, which creates an ‘us vs. them’ mentality. I want to keep it open and light, because it’s all about interaction with the visitors.”

Tasset said the Empire booth will feature an online demonstration of the bank’s new remote deposit program and a drawing for a $100 Office Depot gift card in an effort to draw visitors.

Preparation also includes foresight; Cook said companies should figure out where they’re going to be located and capitalize on that location.

“You should be somewhat proactive – and often it’s about what you pay for – about where you’re placed,” she said. “Location is key; know when you’re registering where you’re going to be and plan around it.”

Making the Most of a Visit

While there are several keys to remember for companies on display at a trade show, there are also several useful tips for show visitors.

MSU professor Sherry Cook said visitors should be prepared and have a plan of attack.

“I would do a quick walkthrough, and then as I went back, I’d use a notepad or program to keep track of locations,” Cook said. “Get a feel for the lay of the land. If you don’t, you’ll never find that booth you were looking for again.”

Tony Carter of Downhome Productions has one simple piece of advice for show visitors: Take your time.

“Don’t try to do a trade show in 15 minutes,” Carter said. “Some of the larger trade shows I go to, you can make it through the whole floor in a day.”

Carter said that with the larger shows, which can take three days, he spends the first day just walking the floor, getting a feel for the various exhibitors. The second day involves going back to booths that really catch the eye or have products he is specifically interested in, and the third day comprises more in-depth visits with a few exhibitors.

And even though the Chamber Expo is only for one day, Carter said visitors can still be prepared.

“As you’re planning to go, go to the chamber Web site and find companies you really want to hit,” he said. “Take your time; the more time you take for any trade show, the better it will be for you.”