Cover of Jon Bon Jovi
Being a loyal reader of the Proforma Blog, you’re probably asking yourself, “What else can be said about putting on a successful trade show? I’ve learned oh so much already!”
Building on the momentum from previous entries, I humbly offer my two cents!
Monetize the Success: Did one of your products bring in a $250,000 sale for a client? Hercules! Write “$250,000” on a cardboard tag and stick it to the item, which of course is already displayed prominently in your booth. It’s a great conversation starter and a tangible way to communicate the value of what most would look at as just an object. So simple!
Remove Barriers: Be open and accessible to passers-by, and don’t forget to smile! It might sound like common sense, but I’ve walked away from many a booth because the exhibitor seemed too preoccupied with something else (i.e. their phone, laptop), and I didn’t want to be a nuisance. Or sometimes they look downright mean, and who wants to deal with that?
Keep them Occupied: Unless you’re completely repulsive, there will no doubt be times when you’re having a conversation with person A, only to have person B wander up and start lingering awkwardly in the background. That makes everybody uncomfortable. Stocking your booth with interesting, interactive products – and perhaps a few case studies – will keep those loiterers busy while they wait for some one-on-one time.
Follow Up: Nothing kills momentum like time. Follow up within the first couple days after the show. People have short attention spans. If you wait much longer than that, they might not even remember you.
That seems like an abrasive note to end on, so read this quote:
“Each one of you has something no one else has, or has ever had: your fingerprints, your brain, your heart. Be an individual. Be unique. Stand out. Make noise. Make someone notice. That’s the power of individuals.”
– Jon Bon Jovi
