Tricks of the Trade

Everyone’s goal is similar when participating in a trade show. Get the most leads and new customers for the lowest cost. It’s the age old lowing your cost per conversion method that all businesses try to follow. Of course the less you are paying and the more you are getting, the more you will increase your profit. Here are some trade show secrets to help you get ahead of the game.

1. Understand your buyer.

Some buyers don’t care about flash and propaganda. Some buyers are going to prefer incentives and special savings over playing with your remote control robot in the front of your trade booth. You need to understand your target audience. If they are the kind of audience that is going to need to test items and use them, then yes, make sure you have enough for people to use and the flash and propaganda. If yours is a product that has been around for a while, and people are simply trying to get the best value, all you need to do is simply let your audience know, that you are the company offering the best value on what they need. Simplicity can sometimes go a long ways.

2. Give Your Buyers Recognition.

Everyone who visits your trade show, whether they are a large company who might give you millions in business or a small company who may give you hundreds in business, wants to feel important. Just like any marketing effort or retail environment, it is important that those working at your booth make the visitors feel welcome. Make sure you are acknowledging them, speaking with them, learning about them, and making them feel like they are your most important customer. I’d rather use a company who remembers my name, wouldn’t you?

These two little secrets can save you a ton of money and generate far more leads. In reality, these facts are not secret. It should be well known and everyone participating in a trade show should follow these guidelines. When you are planning your expo booth design, keep these in mind. Design it for your target audience. Don’t design it to stand out above the rest, or to make your superiors happy, design your booth to please your audience. After all, they are your buyers, recognize that, and them.