Many companies rely on trade shows to find new customers, establish partnerships and pick up industry knowledge. However, finding yourself in a giant room surrounded by competitors can be overwhelming, and for some even discouraging. But instead of letting that get in your way, here are five tips for standing out in a 10×10 trade show booth.
- Know the customer. This step applies to all marketing activities, and trade shows are no different! If you are attracting small, down-to-earth consumers, you do not need to overwhelm them with a visually large and outgoing setup and may need to focus on interpersonal communication instead. However, if you are going after the big fish, gimmicks or small handouts may not do the trick either. If you know your customer, you will be able to tailor your design accurately. Also try to find out in advance exactly what type of customer will be in attendance so you can tailor your exhibit accordingly.
- Disruption. A great way to bring in customers is to deviate from, or disrupt, the norm from start to finish. Is your presentation predictable or is it capable of grabbing the attention of someone mildly interested (or not interested) in your product? Asking this question about each step before, during, and after your presentation can help pull in more consumers. Remember, the more disruptive your presentation, the more engaged your audience will be and the more memorable you and your company will be.
- Use an eye catching trade show display. First impressions matter, and when you’re in a large room surrounded by your competitors you have to have an attractive, eye catching display or you will fade away into the background and get zero attention from passersby. One of the easiest options is to invest in a low maintenance pop up trade show display that you can use and re-use for years to come. If you cut too many corners and are cheap in your selection it will be obvious when your trade show display is standing next to your competitor’s.
- Infotainment. This refers to the balance of sharing information with the consumer and including entertainment. Knowing both your audience and industry is really important in achieving the balance needed for infotainment. Consider including games to liven up your booth and product. This will help keep consumers from becoming bored by your presentation and will help to keep them engaged while you’re discussing your product. It is important to keep the balance of “information” and “entertainment” in mind though if you are considering adding a game to your booth.
- Always come back to your product. Whether you have a speaker, a giveaway, or a handout, it all needs to return to the most central and important part of the trade show, your product. If these things are not related to what you are selling, you run the risk of misleading or confusing your consumer and a confused consumer will not remember to purchase your product. Make sure that you’re keeping the end goal in mind as you practice these other techniques and that you don’t stray too far from your purpose.