Stop Selling and Start Being Memorable – 11 Ways to Stand Out at Your Next Trade Show

When you think about it, trade shows are akin to speed dating.

Custom Laminated Wood Exhibit with Vinyl Wrap, 8 Showcases, 2 Bridge Headers, a Tapered Square Hanging Sign- and More!compressor

Custom Laminated Wood Exhibit with Vinyl Wrap, 8 Showcases, 2 Bridge Headers, a Tapered Square Hanging Sign- and More!compressor

Exhibitors, like prospective romantic partners, have taken the time to make sure they look their best (usually by making sure they’ve got the biggest and glitziest booth and state-of-the-art gadgets) – but often don’t look beyond that initial impression.

But once you get past how “good” that potential date looks and sit down to have an actual conversation with them, you often find they have zero in the personality department and you forget them just as soon as you walk to the next table.

Just like that potential date who has used the perfect amount of hair gel or eye liner to really “sell” their goods – but makes watching mud dry seem exciting – going for the hard sell at a trade show event isn’t what’s going to make you memorable to attendees.

Here are 11 things that will make you memorable:

 

1. It’s Not the Size of Your Exhibit But How You Use It

No doubt you’ve been at some trade shows where there are displays as big as some tour buses.

But a bigger, grander display can overwhelm your attendees, particularly when each aisle they walk down is lined with these behemoths.

One way to stand out and be memorable is to go the opposite route and opt for a smaller, more intimate booth that offers attendees a bit of a homey respite.

Create a comfortable sit down area with a table and some chairs where you can have an actual conversation with your prospects.

2. Share Your Story

Smart business owners don’t sell their products so much as they share their story which in turn sells their products.

So forego the flashy, random graphics and instead opt for collateral that tells your story and creates a personal relationship with your audience.

A genuine connection will lead to repeat business.

3. Let Them Get Touchy-Feely

Custom Island with 16 ft. Tower-Storage-Room-with Custom Laminated Sconce

Custom Island with 16 ft. Tower-Storage-Room-with Custom Laminated Sconce

You can either tell the audience why your solution is best, or you can let them try it for themselves.

You know what’s really memorable?

Giving people a real experience of your products through hands-on demos and guided samplings.

If your product is not one that attendees can experience live, create an engaging activity that demonstrates benefits in a cool and unique way.

4. Don’t Forget to be Human

One thing we see happening more and more at trade show events is businesses leaning heavily on technology when it comes to interacting with prospects.

But as much as we all love to tap and swipe a touch screen, there’s nothing quite like that old fashioned human interaction to make a lasting impression (especially when everyone else is allowing machines to engage their audience).

A handshake and a genuine concern for your audience’s problems and needs will go a long, long way. It might even be memorable.

5. Create Great Content

Unless you’ve been living under a giant gigabyte, you’ve most likely heard about the benefits of content marketing for online business – don’t be fooled into thinking those same benefits don’t apply in the “real” world.

By developing content around your exhibit that is useful and sharable, you will attract attention from attendees and become known as the company that is actually thinking about the problems your audience faces on a daily basis and offering “free” solutions and education.

The best part is this content can be used to engage your prospects before, during, and after the event and be a touch-point for them all year long.

6. Listen to Your Audience

No one likes to be sold to – no one.

But people do love being helped.

Your prospects will appreciate the companies that are genuinely taking the time to get to know their needs.

The best way you can do this is to ask questions and listen intently to your prospects’ answers.

You know youre truly listening when the other person is doing 80% of the talking. And they will remember you!

7. Host Your Own Educational Mini-Sessions

You may have sales on the brain but many attendees have come to the event to pick up industry information, so it’s a great idea to make your booth an extension of the education sessions being offered throughout the day.

To make things really fun and interesting for your audience, mimic the popular pop-up stores and announce your sessions and topics minutes before to increase the excitement factor.

8. Host a Q&A Discussion

RENTAL Custom 20 ft. Graphic Wall Structure

RENTAL Custom 20 ft. Graphic Wall Structure

Continuing with the theme of offering education along with your product or service, why not consider hosting a Q&A discussion where attendees get to interact with industry experts and talk about current issues and buzz topics.

Offering a highly interactive experience where your audience gets to learn exactly what they want will definitely make your company memorable.

9. Make Your Traffic Flow Make Sense

When designing your trade show exhibit and your booth space, take into account your traffic flow.

Just as good storytelling has a specific flow and order to it, so should the experience you are offering attendees.

Your audience doesn’t want to be jostled around and find themselves confused as to where to go and what to do next.

Pay great attention to your booth design and signage, and consider hiring professional hosts who can guide your visitors so they get the most from your message.

10. Don’t Hand Out Crappy Giveaways

If you still think it’s okay to hand out pens and stress balls to attendees, we would have to assume you also think it’s still okay to wear parachute pants and crop tops. For the record, it’s not okay to do either.

Pens, stress balls and even a nice(ish) T-shirt won’t make you memorable – well not for a good reason anyway.

Hand out giveaways that would actually matter to your audience and ones they aren’t likely to throw out the minute they get home.

If your company makes pet products, consider handing out branded dog leads or cat toys.

Just be thoughtful and creative and think about what your audience might really like and use.

11. Don’t Forget to Follow up

A good way to stay memorable is to stay in touch with your prospects.

Just because the trade show ended doesn’t mean communication has to stop – otherwise – what was the point?

When you really think about it, the trade show is the very top of the sales funnel, and now you must lead prospects all the way through until they buy from you, which could realistically be months later.

To make things easier and more efficient, make sure to annotate your leads (how hot are they and what actions do you need to take next) so you know which ones should be contacted first.

For more, check out how to use psychology to sell better or read our short course on trade show selling.


For your next trade show, try to think less about making sales and more about being memorable. At the end of the day these events are really about making meaningful connections and relationships with your audience that you can nurture for months and years to come.

And if we can help make your trade show display truly memorable, please reach out – Contact Us  or call us: 1(800) 676-3976