Make the Trade Shows Work for You

It’s easy to understand why so many people find trade shows frustrating. Sitting behind a table while a massive crowd marches past you, barely glancing your way, isn’t exactly a boost to one's self esteem. Thinking about how much money you paid (display space at trade shows and conventions is rarely cheap) just to be ignored can wear you down.

But here’s the thing: how you do at a trade show or convention is almost completely within your control. 

Here are a few things you can do to make the trade show not just worth the price of admission but a profit turning venture:

1. Stand Up

Seriously. People who stand up are more likely to be noticed by the crowd of people wandering around. Why? Because most people at conventions and trade shows rarely look down. They’re more likely to see you if you’re standing up. Plus, standing up makes you look engaged.

Note: Wear comfortable shoes.

2. Paste a Pleasant Expression on Your Face

Nobody is going to want to approach you if you’re just standing there staring blankly at everyone…and they’ll likely be creeped out if you’re grinning at everybody. A slight smile is usually enough, especially when paired with…

3. Make Eye Contact and Say Hello

You don’t have to look every single person in the eye and say hello as they pass. That would be exhausting. But, making eye contact with as many people as possible is important. When someone with makes eye contact you, you can smile and if they return the smile, a friendly “how’s it going?” is usually enough to get them to stop and at least look more carefully at your booth.

PRO TIP: Pay compliments to people passing by. A simple “wow, that’s a great shirt” or “I like your hat!” People are more interested in those who seem interested in them. It's human nature.

4. Have Swag

People love free stuff. That's human nature too. The booth giving away free shirts is going to get a lot more attention than the booth that only has fliers. Promotional products (merch) can go a long way toward encouraging people to check out your booth and remember you after they get home. We’ve talked about the importance of promotional products before.

5. Have Real Stuff to Sell

So many booths at trade shows and conventions settle for just promotional products and pamphlets about their businesses. Maybe they’ll have a product or two to demonstrate. Set yourself apart by having actual products to sell. If people can buy from you right there, they’re more likely to want to speak to you and learn about your company. This is especially important for creatives (artists, musicians, writers, etc). There are lots of mobile payment systems you can use that don’t take up tons of space (like Square).

6. Have a Professional Display

If you’ve only got your table and some pamphlets, nobody is going to look twice at you. Yes, it will cost you money but buying professional signage helps with your branding. Putting your products into a point of purchase display (instead of just stacking them on the table) makes it easier to showcase multiple products at once. These displays also add to your professionalism. Plus, if you are careful with your signage and displays, you can use them over and over again, so you’ll get your money’s worth over time, if not immediately.

Remember: trade shows don’t have to be boring or make you feel like you’re in a zoo. You’re there to interact, not simply be stared at. The easier you make this for the other attendees (who are also shy) the better and more profitable the experience will be for your business.