Are you wasting your time at trade shows?
If your company doesn’t have a consistent brand, working technology or the right people out in front, going to trade shows could be doing more harm than good.
This is the time of year when companies are planning out next year’s activities, including which trade shows are going to make their short lists. Many companies spend a lot of money on their exhibits, but they ruin the outcome by not paying enough attention to detail at the actual events.
With that in mind, here is a list to help companies put their best feet forward at trade shows.
No. 1. Send in the varsity squad.
Trade shows are not for the inexperienced to handle by themselves. Attendees want to see your top people in action, meet them, size them up and ask them direct questions. Even CEOs need some training, though. Make sure they have talking points – and that everyone at the booth is dressed for the part.
No. 2. Check your technology.
There are all kinds of new ways to demonstrate projects, from iPads to QR codes. Make sure all methods are tested, that company representatives understand the message and that there’s a backup for electronic failures. There is little worse than a booth with flat screens and no signal, or a bank of computers without Internet access.
No. 3. Use social media.
Employ advance social media, where you draw people to your booth via invites on Facebook or Twitter. Post your account addresses and hash tag so that people can follow you and even do some viral cross-promotions on your behalf.
No. 4. Share samples generously.
The goal is to get the company’s products in people’s hands, so make them readily available. Whether offering something for tasting on site, or sending something home, have plenty. Sure, samples can be mailed after the fact, but that adds expense and takes away the “wow” factor.
No. 5. Remember your audience.
Don’t spend your booth time talking with co-workers. Be outwardly focused and friendly, regardless of whether you think they are potential customers. You never know who they know, or when they may become customers – provided that you’ve given them something good to remember you by.
No. 6. Mind your manners.
This includes not swearing, telling off-color jokes, or making any kind of hand gestures when you think no one’s looking. Put your phone away. Sure, you may need to check messages periodically, but program in breaks for that.
No. 7. Give special attention to the media.
Don’t treat cameras with suspicion -– members of the media don’t come to a trade show to surprise you. They come to further your story. Too many restrictions discourage coverage. If you see cameras, and they aren’t headed for your booth, go ahead and follow them to pitch a story. You never know until you try.
No. 8. Clean up the clutter.
If representatives have to eat at the booth, it should be done discreetly – and throw out the trash. Remember, trash and half-filled Styrofoam cups are not part of your brand.
No. 9. Ensure brand consistency.
This means a good display with appealing – and large – photos, a Web site that reflects the same brand, cards that match the company and enthusiastic people. When your public relations company is manning the booth and they don’t have a card with your brand on it, you’ve diverted attention.
No. 10. Stick with it.
Keep your booth up to the end. You never know when your most important contact may be made. Plan to be there for the entire event, and put your customers first.
Kay Logsdon is director of the Food Channel for Noble. She can be reached at editor@foodchannel.com.[[In-content Ad]]
