Sales Team Tips: Enhance Charisma & Trade Show Booth Presence

If you can handle the process of exhibiting at trade shows in your sleep, this information is right up your alley. After all, you’ve done this about a thousand times (or at least that’s how it feels) and so has your team. But, are you seeing the results you’re expecting from these trade shows? If not, you might be forgetting to pack one more essential item in your trade show display crate – charisma. trade show It might not be what you think about when designing your marketing strategies or figuring out how to handle lead generation at a show, but person-to-person charisma can transcend even the most powerful sales techniques. Here’s a look at how to inject some charm into your trade show strategy, and teach your trade show staff how to be a better salesman or woman. Rally Around Shared Messaging In order to feel comfortable enough to have natural conversations with trade show visitors, you and your team need to feel confident in what you’re selling. They need to know the products or services inside and out and what benefits you provide to each type of customer. They also need to be well-versed on the most frequently asked questions and how to answer them. If you can work with your team to have the bullet points of your solutions on quick recall in their minds, they’ll be far more likely to relax enough to exude some charisma with the strangers that stop by the booth. If not, they’ll be stressed and sound canned, robotic, or worse – confused. Invite your team to role play in the office before you head to the next show, have someone be the person manning the booth and another playing the part of a prospect; switch roles. Get creative, and try numerous scenarios to keep everyone on their toes. Another idea is to have each person jot down a relevant story or example that is connected to every possible topic that might come up in conversation with a prospect. This will give you fall-back anecdotes to draw from if a conversation has stalled. It’s About Them, Not You As with most sales techniques, remember that every person who visits your booth cares more about their own self-interests than they do about you and your goal to make sales. It might sound cold, but knowing this can take the pressure off and help you refocus your approach to be all about them. Ask questions about their role at their company, their company’s...

Post Trade Show Analysis: How to Gather Attendee Feedback During & After the Show

So you’ve taken the time and resources to make your trade show display is top notch. You’re sure the customer experience is going to be second to none and that your target trade show attendees are drawn to your booth and enjoy what they find once they get there. Post trade show analysis But as exhibitors, it’s hard to objectively evaluate whether or not your best-laid plans have panned out for you as well as you hoped. There’s no better way to find out than to ask!  It’s very important to collect feedback from the trade show attendees and conduct a post trade show analysis to figure out what went well and can be improved upon for next time. Here are some tips to help you gather insights from your trade show booth visitors that will help you excel at your next trade show. Get Real-Time Feedback This one seems pretty obvious, but simply asking trade show attendees in the moment gives you the freshest and most relevant feedback. Avoid the mental ‘drift’ that happens days after the event by gathering this immediate feedback. Live social media updates are one way to see what your audience is thinking in real-time, so make sure you have a team member (or two) monitoring your social accounts and the conference’s hashtag(s) so they’re ready to jump into conversations that mention your brand or your booth. Once you’re engaged in a conversation on social media with an attendee, feel free to ask them directly what they thought of the customer experience at your booth. You can also include feedback buttons throughout your trade show display, which are exactly what they sound like – digital buttons that visitors can press to answer quick questions you’ve created for them. This is a fun way to get brief responses from attendees who don’t have time to engage beyond that… and who doesn’t love pressing buttons? You can also make comment cards to offer to visitors at your booth, so those who like writing their responses or offering more feedback have an easy way to do so. You can also prepare some of your staff to ‘float’ around the booth and surrounding areas. Simply engage visitors in conversation, and verbally ask them what they like and dislike about your booth. Ask if there’s any confusion with what you’re selling or if the booth has intrigued them enough to want to learn more about your company or products. Make sure any team members chatting with trade show attendees...

Simple Ways to Accentuate Your Message with Trade Show Lighting

When you’re working on your trade show displays, it can be easy to overcomplicate it. After all, you want your concept to stand out and quickly convey the heart of what your company does. Trade show booth visitors are usually ‘on-the-go’ and their first pass may be quick – that’s your chance to draw them in. When it comes to trade show booth ideas, less can be more with simple tweaks to your trade show lighting. You can do a lot with display lights to draw the attention of prospective customers to your booth without overcomplicating the design. Here are some tips: Trade Show Lighting Tip 1: Use Lighting as Picture Frames The most important parts of your trade show display include having your product or services displayed to catch the eye, and incorporating your key messaging throughout. Once you have that nailed, you’re halfway there. Your next step is to plan strategic lighting throughout your trade show display to accentuate your products and marketing materials. If there’s a particular section of your display you want to stand out, consider ‘framing’ it in display lights. Then, if your message changes at some point, you can always swap out the copy you’re using and use the same display lights to encircle the new messages. You can also use lights to highlight your product itself, and draw someone’s eye directly toward it when they walk by. These are easy, inexpensive, reusable, and resourceful ways to draw attention to your booth. You can use LED tape, uplights, or even moving lights to serve as the picture frame for the areas you want to showcase. Tip 2: Let the Light be Your Guide Another creative way to use lighting in your trade show displays is to strategically place it to lead your visitors through the flow you’d like them to take. Think about using accent lights or Gobo lights to direct people to each area of your trade show booth. Moving lights are also helpful as they can clearly demonstrate the order in which potential customers check out sections of your booth. Tip 3: Lights Can be Subtle Too Keep in mind any areas of the booth that might be overlooked. You don’t have to be excessive with trade show lighting, but if there are any dark areas of your display that you’d like to make more visible, clamp-on display lights can be a great solution. They won’t detract from the main areas you’re wanting to highlight, but they’ll still help visitors be...

Tips to Get the Most Out of a Small Trade Show Booth

When you’re attending multiple trade shows per year, and consumed by countless other marketing activities, the details of your trade show displays might get lost in the shuffle. For starters, how do you know if you’ve chosen the right trade show booth size? Frequent exhibitors often go with a smaller booth space to cut expenses enough so they can attend more shows, which can make planning your booth a little tricky. If that’s your go-to approach, you need to ensure you maximize your use of the space so your booth design stands out in the crowd. Here are some tips to do that, no matter how small your trade show booth space is.   Trade Show Booth Designing & Branding Come First Even the smallest trade show booth spaces can be eye-catching and effective when designed well. This means that your primary emphasis should be on making your company’s branding prominent, and tying your trade show theme into the branding so all of the colors and elements work together. Make sure to put your contact information somewhere obvious (at least your website URL), and remember that some of the best designs are also the cleanest. This means resisting the temptation to squeeze a lot of information into the small space you have. Your goal instead should be to use minimal copy, a few powerful images, and a strong, unified message to grab the attention of attendees walking by. Go Vertical & Double-Sided Of course, having a small booth space means your actual trade show display will have to be smaller too. But that doesn’t mean you have to sacrifice finesse. Consider using things like banner stands, strategic lighting, hanging signs, or creative shelving in order to make use of vertical space. You can also overcome potential limitations caused by minimal square footage by using both sides of your display elements. Review your booth space from all possible angles, and if attendees can see both sides of one of the pieces, you’ll want to make use of it. Double Down on Interaction If your actual display space is on the smaller side, keep in mind the power of getting your audience engaged when they walk by. Whether you offer a live demo, conduct a poll with touch-screen voting, or interview attendees on video, interaction can liven up any booth. This is an area you can have a lot of fun with, and if done well, can be used to break up the monotony of an exhibit hall for your audience...

5 Reasons Why Exhibiting Should Be a Part of Your Business Growth Strategy

You’re seasoned in the world of trade shows and trade show marketing and have always felt exhibiting is a good idea for strong brand awareness. But did you know that trade shows, when done well, are a key piece of a successful business growth strategy? They don’t need to be thought of as a standalone piece of your marketing mix, but can instead work with your existing business strategies to fuel expansion growth. Here’s why: Business Growth Strategies 1. Trade shows give you relationship building opportunities with industry professionals and leads. Most marketers love that trade shows give them access to new potential customers, but many forget that there are other peers and industry leaders at trade shows who can be equally influential in the long term. While it can be challenging to establish relationships with people in the midst of a harried exhibit hall, you can still lay a great relational foundation if you have a strategy in mind. Start by reviewing the list of exhibitors and speakers at a conference long before you attend. Identify a handful of attendees from each list that you’d love to meet who might be handy contacts to have at some point for your business. 2. Trade shows help you find leads. This is one of the main reasons marketers seek out trade shows, but if you’re serious about growing your business, approach this the right way. Instead of thinking about simply acquiring new leads, think about first finding the right trade show. This might sound obvious, but if you only go to the most well-publicized conferences you’ve heard buzz about you might be missing the more niche shows where your most sales qualified leads could be. Review the trade shows on your list and make sure they match up with your marketing objectives. If they do, you’re increasing the quantity and quality of leads you’re likely to meet, which is vital in filling your pipeline and fueling overall business growth. 3. Trade shows increase brand awareness and credibility in your industry. We’re probably not telling you anything new when we say that trade shows are important for brand awareness. But they also serve a great purpose in increasing your business’ credibility, both with customers and your peers in the industry. Simply being present at the most important trade shows for your specific industry speaks volumes to industry leaders and leads; it shows that you’re in touch with what matters in the industry and also have the resources to exhibit. Such credibility...

Do More With Less Using Tension Fabric Displays

You’re in charge of your company’s trade show displays, and even though you’re experienced in this area it’s not something you want consuming your precious time since you also oversee all your business’ other marketing initiatives. Tension Fabric Displays Whether you’ve used trade show banners, large displays, compelling trade show graphics, or any combination of these elements in the past, tension fabric displays might just be your best bet to save time and budget moving forward. Here’s why tension fabric displays are worth considering for the next round of trade shows your business is attending. Cost-Effective & Seamless to Use As a marketer, you put a lot of time and strategy into maximizing ROI with each of your tactics, but it’s equally important to use your budget wisely. Tension fabric displays can help you cut costs and still get great results because they’re cost-effective to order, flexible to set up, take up less space, and less costly to store after the trade show is over. Then, when it’s time for your next trade show, they can easily be pulled out of storage and shipped for a minimal cost since they’re lightweight. These types of displays are designed for easy assembly and deconstruction. This means less hassle, of course, but it also means you won’t have to hire help to assist you in setting up or taking down your trade show booth. You’ll feel the cost (and time) savings all the way around.   Built to Last The materials in tension fabric displays are durable and will last you a long time. What’s more, it gives you flexibility and versatility in your design options so you can switch things up when a message or graphic becomes stale. To stay ahead of the competition and in tune with trade show trends, it’s best practice to upgrade and change out your trade show display time and again. But, if you’re just starting out and looking to stretch your budget tension fabrics are a great way to remain versatile in your design for less. Logistically Appealing The less you have to think about your trade show display, the better. Instead of stressing about how to conserve precious booth space and convey adequate messaging, you can double-sided print onto your tension fabric display and maximize space without overthinking it. And since you’ll likely be reusing the display, it’s easy to clean in between events. When you’re done with the show, store it, and when you’re ready to take it out give it a quick...