Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact systems with end consumers. The face to face meeting opportunity with customers can provide some excellent results?provided you have a good communication strategy in place. Keep in mind that there are at least a hundred other advertisers at the same trade show vying for the attention of the consumer, you have a small window to make an impression on the persons mind. Here are some tried and tested strategies to implement to maximize your on-the-floor communication:

Be crisp: Don't make the mistake of beating around the bush while communicating at the trade show either verbally or visually. No one has the time to listen to a sales person rambling on (and if someone does listen to long sermons at tradeshows, he probably has no where else to go to). You need put across your message selling the product or service in hand in a direct manner. Your booth display should have the message in readable format with meaningful graphics. Meaningless graphics are the biggest turn-offs for the trade show veteran.

For example, use graphics and text on the display which communicates directly about your products and services. Avoid using generic graphics. If you are not sure of what to put there, take professional help. It is also advised that you get display design done by professional agencies rather than in-house team. This may be a bit more expensive, but if you get a re-usable variety, the costs are going to be well justified.

Know the demographics: Most trade show organizers give information about last year's demographics of visitors. These inputs can form an important ingredient in your communication strategy as you get to know the visitors before they visit your booth and prepare your pitch accordingly. Sometimes, it might also be a good idea to break the tradition and have a strategy which might not be so obvious. For example, if you most of the visitors are the serious management level people, you might like to feature a basketball loop on that trade booth to appeal to their playful mindset rather than a serious looking demo. Such a strategy can make you look different as well as have a great recall value. Your company also wins the image of being a fun company.

Don't compromise on literature: Many organizations begin cost cutting measures at trade show by giving a low quality hand outs. People who frequent trade shows are recognize such companies from a distance. It is advised that you develop cost effective communication material especially for trade shows so that you can save costs without looking cheap. The disadvantage of cheap handouts is that though you can get the satisfaction of giving it out, no one is really going to read it much less file it for later reference.

Fish Bowl still works: Sometimes we may not be able to attend to each and every person who passes the trade show booth. The old fashioned 'drop your visiting card in the fish bowl for a prize', is still a good communication strategy. The value of contacts via the fish bowl, however, can only be determined by a strong follow up right after the exhibition.

The above mentioned strategies are not unique to any particular kind of trade show and can be implemented easily with any event, for any industry. There are of course a number of other strategies which work wonders in a trade show ? and we will surely cover it in our next article.

Patty Stripes is an editor for The Trade Show Booth, check out her latest articles about using a trade show exhibit booth, used trade show display and advantages of a compelling trade show booth design

---

A Complaint? It?s a Compliment! - 7 Tips for Dealing with Complaints at Trade Shows

A Complaint? It's a Compliment!What made you mad last week?In... Read More

Distinguish Your Business From The Competition

You followed time-honored online marketing techniques to the letter: you... Read More

How Nearly Going Broke Taught Me The Value Of Niche Marketing

If you want to learn how effective Niche Marketing can... Read More

How Effective Customer Surveys Will Help Innovate Your Business

Have you ever wondered why the phones aren't ringing the... Read More

The Battle of Positioning -- Altruism or Paranoia?

Competition in the past has embodied such beliefs of "kill... Read More

5 Tips to Help You Identify WHO To Market To

If you have your own small business, it's important to... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

After Your Postcard Mailing: Follow Up with Finesse

I've heard a lot of people lament the fact that... Read More

Writing Sales Letters That Sell

The most important part of any marketing you do is... Read More

Marketing - The One Marketeer

I'm regularly asked to speak to people, that have either... Read More

The Marketing Secret Every Child Knows

Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More

Whats In It For Me?

Sometimes, one of the most difficult things to teach beginning... Read More

Ten Tips for Creating a Winning Proposal ? Part 2

Part 1 of this series described five critical components for... Read More

Chill Out With A Summer Time Marketing Plan

Is your business experiencing a summer time slump? Traditionally only... Read More

Top 10 Ways to Create and Manage Opportunity

Most of us are used to the concepts of risk... Read More

Design Does Matter

The idea that good design can improve how people perceive... Read More

Marketing Strategies to Put Yourself Out of Business

Want to learn how to lose a billion dollars?Just follow... Read More

Promotions That Build Profit

Promotions are everything you do to let your customers know... Read More

It Takes Two - How to Cultivate Profitable Alliances

"Cross promoting with other businesses can give you a significant... Read More

Always On Stage - 3 Quick Tips for Trade Show Exhibitors

Do you feel uncomfortable when you're in the trade show... Read More

Mission Statement Impossible

Dant dant da da dant dant da da. Dant dant... Read More

Four Essential Marketing Plan Components

Preparing a Marketing Plan for your product or service is... Read More

The Benefits of a Marketing Plan

What is a Marketing Plan? Marketing is to do with... Read More

Budgeting for a Postcard Mailing

If you've never done a postcard mailing, you're probably wondering,... Read More

Global Market in the Cyber world?Go and Get It !

With the Internet opening up the doorway to the global... Read More

Meaning and Marketing - The Hurricane

I step outside my back door and look at some... Read More

Knock, knock. Whos There? Your Target Market, Are You Listening?

Have you ever had a conversation with a person who... Read More

Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for... Read More

25 Ways To Make Your Next Direct Mail Campaign Work

This list contains 25 powerful strategies to improve your direct... Read More

The Top 10 The Top Ten Signs That Your Marketing Message Needs a Facelift

Is your marketing plan dull, flat, and downright boring? Is... Read More

Budget Your Branding

It is very important to regularly monitor your advertising activities... Read More

Three Simple Keys Will Make Your Customers Stick

Do you spend a lot of time and energy courting... Read More

Fundraising Renewal Letters: Four Goals to Strive For With Each One You Write

In the fundraising profession, appeal letters that you mail to... Read More