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ASK JANE
What are the 5 most important things I can do to make my 10'x10' booth
stand out in the crowd?
When you are in a 10'x10' booth at a large trade show,
you can't afford to "just show up". Your exhibit must be eye-catching
and ready to take advantage of every opportunity. You can't rely on hot
prospects stumbling across your display among all the others - you have
to make it happen!
1. Aggressively
promote your presence! If you are small fish in a large pond you can't
sit back and wait for the prospects to find you. You have to help them!
Target the prospects you want to see, preferably a manageable number.
Send them an invitation to come to your booth, complete with a map if
necessary, and entice them to visit (e.g. lottery, giveaways)! Hit them
2-3 times before the show and give them a reason to come. They will!
2. This is not
the time to be shy and retiring and subtle! You have to catch the eye
of prospects, even if you have sent them a map. Shows are huge now! So,
invest in fabulous, eye-catching graphics that use simple large images,
bold, bright colors, and convey who you are and what you do in large
letters and few words. Don't tell them EVERYTHING. Less is more, but
don't tell so little that it leaves them wondering what you do. They
won't ask!
3. Light up
your display space. Light catches the eye, so put plenty of spots on
your graphics so that eyes are drawn to your space from across the room
and down the hall.
4. Movement
also catches the eye. If it makes sense to use something that scrolls,
turns, or a repeating video, use it. But, don't throw in movement just
for movement's sake. It should contribute to your goal of drawing
qualified prospects to your space.
5. Be prepared
to talk to interested prospects at all times. Be ready to ask them
questions, assess their interest, and ask for the follow-up appointment
or sale. The 4 items above aren't going to help you if you aren't
prepared to meet each prospect as though they were worth a million
dollars to you- they just might be!
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Everything but the Kitchen Sink...
No, you don't have to drag everything you own to the trade show, to be prepared for any emergencies, but many exhibitors keep a bag packed with assorted supplies that can really come in handy at a show. It saves a lot in money and time to be prepared for at least the more common problems that can arise on the show floor.
Below is a list that includes a lot of these items, but you can probably think of others to add as well:
- Copies of all the forms you filled out for the show, and your shipping info
- Extension cords, power strips, spare lightbulbs
- Duct tape, electrical tape, scotch tape
- Cleaning supplies - windex, paper towels, any specialty cleaning items you need for your display
- Plastic garbage bags
- First aid kit - aspirin, antacids, breathmints, hand cleaner,etc.
- Office supplies - pens, scissors, stapler, paper clips, etc.
- Lead forms, business cards, clipboards
- Phone numbers, e-mail addresses of anyone you might need to contact about the show, your booth, business.
If you really want to be prepared for any eventuality,
click here to get a longer list of items.
(PDF opens in new window)
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