Get More out of your Next Business Expo or Trade Show

Market to the Right Prospects/Pre-show


As with any marketing efforts, the quality of your targeting will greatly increase your chance of a positive return on investment. Mail to your contact list pre-show. Mention a show special or new product to be introduced. You could even try a “useless without” promotion. Mail your best customers/prospects a walkie talkie. Tell them they must come to the show to get the other.

Set goals. This is the only way to know if your exhibition was successful.

Train your Staff

The appearance of the staff covering the booth is of extreme importance. Make sure they follow the dress code and even take it up a notch for business expos. A professional look is desired. Ensure that they also wear name badges. Exhibitors should be knowledgeable and act professionally.

Someone should be in the booth at all times. When scheduling booth coverage, consider breaks. Staffers should stand with good posture to encourage conversation. Most communication is nonverbal, 60%. Have an open stance, don’t cross your arms. Do not to prejudge. You never know who will be a good client. 83% of business expo attendees and trade show audiences have buying power.

Exhibitors should be prepared with a question to ask passersby. Something beyond asking how they are doing. Ask a question to engage them, something that requires more than a one-word answer. The results of a trade show or business exposition are largely in the hands of your staff. One statistic shows 88% of results are directly from staff.

When working the booth do not sit, eat, sleep, or read. Nor should you be on your phone or computer.

Booth Appearance

Literature should be minimal. As should giveaways. Things that are scarce appear more valuable. Literature and promotional items should be given, not taken. Give a premium gift with contact information. Swag should be linked to your product or service and it should be something that will sit on your prospect’s desk (not in it).

Your booth should be inviting. Do not place any physical barriers (table) in front of your booth. Visitors should feel inclined to walk in and ask questions. An attractive inviting booth may display flowers, balloons, or a statue. Primary attention should go to the back wall of the space.

Keep it simple. Highlight your name and services. If you offer several services, don’t try to promote them all at once. Think about your booth as a billboard. Create a visual speed bump that makes people slow down, but ensure that your message can be conveyed in just a few seconds. Whet the curiosity of show goers and they’ll ask a follow up.

Post Show

It is essential to nudge/remind your contacts. Lead cards or drawing entries should contain all the info you need to follow up with a phone call or email. Offer to send the info packet you didn’t give away at the show. Consider personalized promotional items or deferred rewards. If you found out where the point of pain was - you’ll know how to proceed.