Dos and Don'ts of Tradeshows: A Game Plan for Success

The largest trade show in the world, the International Consumer Electronics Trade Show, just wrapped up in Las Vegas. ExactTarget.com reports 1.75 tweets per minute hashtagged #CES2014 during just one day of the big show. That's a lot of chit-chat on the airwaves, so you know trade shows still harness some impressive marketing power.

Whether you're preparing for your first trade show or just looking for a few interesting ways to stand out from the crowd, chances are your trade show game plan could use an upgrade. By developing your strategy ahead of time, you can make sure your next trade show leaves an unforgettable impression.

Ways to Stand Out

Making an impression means giving your trade show attendees something special and unique. Try these tips to engage your visitors' five senses, appeal to their soft side, and make a memorable impression that they'll remember long after the trade show is over.

Professional Signage

Investing in a professionally-planned booth and high-quality signs is a must. According to Forbes.com, one of the top ways to keep signage interesting and eye-catching is to experiment with fresh, unique color combinations. If you're not sure where to find the right type of signage for your event, you can find easily movable and retractable displays that work well in a variety of booth arrangements.

Hospitality

You may not be from the South, but to really make an impression, you'll want to give your customers a taste of some down-home hospitality. Keep your booth stocked with chocolate. Really want to impress visitors? Stock up on Ghiradelli or Godiva. Consider offering coffee or tea to attendees, too, as it will encourage them to stick around long enough for the best kind of marketing—face-to-face interaction.

Engage the Senses

Are you selling kitchenware or household goods? Take a hint from realtors who know how effective the scent of freshly-baked cookies can be. It could be the smell of fresh coffee, a Macintosh apple scented Yankee candle, or even calming lavender scented wicks. It all depends on the kind of image you want to project to your audience. If you can, incorporate music appropriate to your business, or even a multimedia presentation to create a more memorable impression.

Have a Sales Pitch

According to Microsoft.com, before you set up shop, you need to know what you're going to say to attendees, so don't wing it. Start by preparing a few open-ended questions for people who stop by your booth. Practice your pitch with your coworkers so you've got it spot-on before you go. Remember that pushing a product or service isn't as effective as engaging attendees in real conversations.

Things to Avoid

Ever wonder if your habits and tendencies are actually a turn-off to potential customers? How can you make sure not to commit a trade show faux pas this time around? These tips from trade show experts make it easy to avoid unhelpful ticks and habits that could hurt that golden first impression.

Don't...

1. Eat or drink behind your booth. If you need a break, ask a coworker to cover for you and take advantage of one of the refreshment areas the trade show location provides.

2. Wear uncomfortable shoes. You're going to be on your feet all day (NOT slouching or leaning on tables or signage), so dress your feet accordingly.

3. Show up late or leave early. You've spent a lot of time and resources preparing for this event, so milk it for all it's worth.

4. Complain about the way the trade show is being organized, the facilities, or the fact that the higher-ups made you attend. Keep it professional.