Tips on How to Run Your Display Stand at a Trade Show

The trade show is one of the most powerful marketing tools when it comes to building businesses.

Here are some tips on how you can make progress with your business whilst connecting to new clients and having fun:

Your first responsibility is to create a stand that is both highly approachable and appealing. Don’t intimidate them with something humungous, but you should also not go too small so that there isn’t any room for them at your stand.

Every member of your team should be friendly and sociable. Successful stands contain confident, smiling and approachable staff. Tell them to make eye contacts and be easy going.

Take time out to meet other stand holders. It’s a chance for you to understand what else in on offer, but also a chance for you to tell them what you do, in case they are asked by other customers. You never know, you might meet a new business partner.

Visit the competition. Take a good look at what they’ve got on offer and have a chat with them. It’s essential that you know what they are offering and how. You may even learn something that you can reuse on your own stand.

Define a lead collecting process. One of the best approaches is to keep brochures unavailable to visitors. You won’t get people picking them up just for the sake of it and will save on printing costs.

Organise your leads. Once the show is over, then it’s time to record your new leads. This may involve adding them to a spread sheet or an email program so that you can stay in touch with new product launches and new letters.

Get onto contacts right away. The worse thing is to leave it too long and then they cannot recall who you were. You should send them any requested materials with a personalised letter. Act whilst the lead is hot.

Review the show. Did it go as planned? Did you reach your goals? Did you spend time both seeking new clients and deepening the relationship with existing ones? What can you do better next time?

There is an art to the successful trade show. In our experience, we have learnt lessons along the way by reviewing our performance. These have then proved to be useful at future events.  Let us know how you get on.