Tips for a Successful Trade Show

Your booth should be simple but effective. People should be able to tell what you do in 3 seconds, or you well lose them as they walk by. This has been particularly challenging for us in the on-hold business, since it’s not a service that everyone knows about.

Have a show special. Waive your start-up fee, give them a one month free trial – whatever – but give them an incentive to sign up right there at the show.

Have a drawing for a prize. This is a great way to collect business cards or names. Make the prize something that people would want, such as an iPod, so that people are more likely to enter to win.

Use candy to get people to stop at your booth. Candy and chocolates work! Who doesn’t like chocolate? Put some out in a bowl, and people will stop by – then you have a reason to start talking to them.

Have unique promotional products at your booth. This is another “ice-breaker” and a good conversation starter.

Follow up! Make sure you take those e-mails and phone numbers, and follow up after the show. Extend your show special for a week or so, and e-mail everyone letting them know. Add these names to your database, and e-mail and call them several times a year. They may not be ready to buy now, but when they are you want to be there, so e-mail them regularly.

Get multiple exposures. Don’t do any one show or association just once. When we do a show in a particular area, I commit ourselves to doing the same show the following year. People who saw us the first time may have never been exposed to our service before, and after some time to think about it, research it a bit, and maybe even look at some competitors, they may be ready to sign up the next time.

Network with other vendors. We’ve gotten lots of business from other vendors at these shows. Have fun, use down-time and evenings to socialize and get to know people. You never know what connections people have.