5 Ways to Stand Out at a Trade Show
My recent post on QR code cookies got me thinking about other ways a small business can stand out at a trade show.
I once regularly attended The Special Event, a trade show for businesses in the special events industry, and saw some really impressive booths. Granted, this is a naturally visual field, so it’s easier to make an impact on passers-by. That said, some of the techniques could apply to any small business at a trade show or local fair. Here are five ideas that stopped me and got me talking to the people manning the booths.
- Food & drinks
One vendor served coffee and butter cookies, which was especially appreciated on a cold January day. If warm beverages sound like too much trouble, cold drinks work too. For food, I recommend something more memorable than, say, a lollipop. Trade show goers will snag a mini Snickers bar as they walk by, think nothing of it, and won’t remember whom they got it from later. But if it’s something more distinct, unwrapped and placed on a plate, attendees will be more deliberate about taking the items. Serving a slightly nicer item will make trade show visitors more likely to make eye contact with you and ask whether they can have what you’ve set out, which starts a conversation. - Comfortable seating
The same booth that had coffee and butter cookies had a sofa. I sought that booth out every day just so I could get off my feet for a while. Needless to say, I ended up having many conversations with the people working that booth. You can create a sitting area even if you have a smaller display area, as long as you forgo the booth setup. Make sure the chairs are comfy (plastic chairs will lure no one), and the setup looks like an inviting place to relax. - Demonstrations & entertainment
Trade show attendees will encounter a lot of brochures. If you can do something besides handing them one, you dramatically increase your chances of being remembered. If you’re selling a product that lends itself to a demonstration — the party hat booth giving out free hats with a station for blinging them out made an impression — then by all means, demonstrate it. If not, get creative. A plumber could hold a game show-like event that asks unusual plumbing-related questions. Be sure to emphasize fun, interesting facts — not just mundane facts about your business. A tip: Questions with number answers are best because they’re less disputable and less intimidating to guess at than word answers. An example: In what year was a patent for the first flushing toilet issued? Answer: In 1775 — by Scottish watchmaker Alexander Cummings. - Spectacles
A chair rental company created, essentially, a sculpture out of chairs. I stopped and gazed at it every time I walked by. If you have someone artistic on your staff, see whether they can create an eye-grabbing piece out of your product - Swag
Like food, the more distinct the swag, the better. I used and appreciated the branded pens given to me, but the branded jump drive really made an impression. Granted, jump drives are much more expensive. Don’t feel swag has to be expensive. But try to opt for originality.
If you have more ideas, please tell us about them in the comments!
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