We found a blog post that's a must-read for anyone who exhibits at trade shows. Stephanie at MarketingProfs offers advice on how to reach that important milestone at trade shows: building booth traffic. Take a look.
Our experience as exhibitors and attendees at trade shows (plus being in the outfitting business) adds another dimension to her post. Once you've mastered the compelling trade show graphics and hands-on exhibits that invite interaction, consider this:
1. What is your trade show team wearing? Are they helping to convey your message or distracting from it?
Consider this your "personal zone." Your trade show team has a better shot at bringing in traffic than your best graphics. Adam, our school uniform Director, is finally back in the office after completing his own on-the-road circuit. His advice: this is the time to really keep it uniform. Find a look that works for everyone. Or adhere to a strong color palette that matches across styles. "Even if we're away from our booth, people should still connect us to our presentation." That's where your logo comes into play. And if you're presenting for multiple days, consider having a new look per day.
2. What sort of memory markers are they sending along with their prospects?
We'd refer to this as your "Giveaway zone." Clever giveaways can create repeat booth traffic. Finding the right brand tie-in can bring people back every year. "We spotlight new styles or services with a brand message on a penlight, key chain - something that a person is more apt to use," says Jen, our marketing manager. "Useful wins by keeping our message top of mind."
Do you have a trade show tip or story you'd like to share? Send us your comments.