10 Tips to Improve Exhibitor Retention at Your Trade Show
Are you running into a lack of ROI at the trade shows you attend? Maybe there is too little traffic, not enough qualified leads, too much commotion, and the list goes on.
Depending on your event, one trade show could be a significant source of revenue. Ignoring these issues won’t make them go away — because the truth is, they’re real problems.
Getting traffic into the hall and creating stimulating flow and a desire to be in the hall is the association’s job . But then, what most exhibitors fail to remember is that once the traffic is in the hall, it is their responsibility to attract the new leads in the room.
Most organizations will consider their job done once the exhibit space is sold. Once they hand it over, it is then your job to make that 100 or so square feet into a useful resource for trade show attendees.
There are many basic tips that can help you, as the exhibitor, remember the little things you can do to make the experience successful and get attendees into your booth.
The Psychology of Exhibiting
As you know, the purpose of being present at a trade show can expand beyond selling. Trade shows provide a good venue for many tasks other than selling such as introducing a new product or service, getting public feedback and so on. Networking is just as valuable as displaying.
The impact of most trade shows is long term. One trade show can have an effect lasting months after the trade show ends. Exhibitors leave a long-lasting mental image that remains up to 14 times longer than any printed piece.
Here are some stats from the Center for Exhibition Industry Research based on interviews conducted with attendees as to why they didn’t do business with particular exhibitors.
- 42 percent of the attendees felt the exhibit sales staff didn’t understand their needs
- 28 percent could not find the salesperson to assist them
- 16 percent didn’t trust the salesperson
10 Tips to Help You Exhibit at Tradeshows
It is said that an exhibitor has a three-second window of opportunity to capture an attendee’s attention.
Here are 10 basic tips to help you make those three seconds count.
- Explore the idea of not sending salespeople. Sending your sales team is the automatic “go-to” for most exhibiting companies. However, many sales individuals exhibit frequently and make sales calls which all means — travel. They’re used to this. It’s no longer exciting and thrilling. Sending someone who does not normally attend these types of events puts someone in the booth that is excited. Make sure they’re knowledgeable about the industry, the customer’s needs and the product/service. Someone who is excited to be there will put off more welcoming energy than someone who isn’t.
- Ditch the table and chairs. Many times, we offer our exhibitors a table and two chairs as part of their booth package. What do most exhibitors do? Put the table right in front, which blocks the booth. It creates an unwelcome appearance and does not invite attendees to come into the booth. Encourage your exhibitors either put the table against the back pipe and drape or get rid of it all together.
- Stay off the electronics. If your exhibitors are on their cellphones, laptops or any other devices, attendees will keep on walking.
- Review the attendee list and your fellow exhibitors. Know who will be there. Know who you want to seek out. Know who your competition is and what makes you stand out from them.
- Set up meetings. After reviewing who will be there, reach out to potentials and set up meetings with them, in your booth. Having a busy booth will help sell. Nothing attracts a crowd, like a crowd.
- Invest in pre- and postshow marketing.
- Tap into your senses. We are all drawn to things we can touch, smell, taste, see or hear. Having an exhibitor play with these will bring traffic in. Make sure the booth is well-lit. Play with colors. Drip scented oil on light bulbs. Serve food and beverages. Make it fun and interactive.
- Qualify your leads. Just because an attendee walks up to take a piece of candy from your bowl, doesn’t mean they’re someone you need to add to your sales database. Talk to the attendees. Prequalify them. Remember: quality, not quantity.
- Follow up on your leads. Lead generation is usually the top reason why a company chooses to exhibit; however, it’s often times the one thing that isn’t followed up with after the show.
- Don’t tear down early. According to the International Alliance of Exhibiting Companies, 68 percent of salespeople surveyed indicate that they meet a quality prospect during the last half-hour of the exhibit day.
Trade shows can be some of the best places to interact face-to-face with potential customers, or foster stronger relationships with existing ones. Are you doing everything possible to make them count? With a little innovative guidance, chances are you can do more.
For more, check out how to be a more effective exhibitor or how to stand out as an exhibitor.