One of the things I have touched upon in the past is using entertainers to break the ice and attract the crowds to your trade show displays but a recent trade show in Chicago really rammed home the practical point.

A trade show team had hired a local improv ensemble and despite having one of the smallest and least popular spots on the floor they really slayed the crowd – if you can picture men in black (suits) rolling around looking red-faced through laughing so much you have a good idea.

This highlights one of the main themes I hope has been developed with this blog – use your imagination and you can turn business and trade show logic on its head to great effect!

Usual practice is to hire the best slot you can get on one of the high traffic locations on the floor and catch the attendees as they pass by.

Here this exhibitor hired a 4 man troupe which ran a stand-up cabaret in the far corner of the floor and deliberately took a slot that was in a low traffic area of the show – the idea being that the improv would generate an audience that would need some space to enjoy the show.

I called the lady in charge and asked her a couple fo questions, one being wasn’t this all a bit of a gamble but she was clear it wasn’t.  Turned out she likes her improv and stand-up so much she takes the mike herself on the odd occasion but wasn’t brave enough to do it herself on the day.

The cost savings in taking a low rent space also more than made up for the cost of the entertainers on the day and they were hired locally so there was no issues with logistics but, one point was to deal with a reputable agency so they know exactly what you are expecting on the day.

Some of the best people I’ve seen at trade shows all have something in common – they know how to work a room and they just ooze schmooze!

Stop pretending that a high class booth with Tiffany cufflink giveaways and the GoDaddy girls on loan is what it is all about – they all mean precisely zilch when it comes down to producing the results you are looking for; good contacts leading to good business orders and sales.

Everything we are working towards is $$$$$$$$$$$$$ !!!!!!!!!!

The very best trade show promotional tool you have is yourself and your staff – you may have a bad exhibition presence and a really dire product or service offering, but, you still have you and that can make all the difference between sales glory or business disaster.

Make sure you take time out to work the trade show itself – circulate and make yourself known – this is just the place to be  introducing yourself and sharing with complete strangers just who you and your company are – it does take confidence but with practice you will have no problems.

Schmoozing 101

Dress to impress – don’t be outlandish but dress like you mean business not least as if you feel you look the part you will also act like it too!

Smile and offer your hand – people find it virtually impossible to resist smiling back at you – try this as an experiment – next time you pull up at the stop light, look over to the next vehicle and smile at them – guaranteed you’ll get a grin coming right back at you!

Forget corny lines – tell them your name and who you’re with and have something vaguely intelligent to ask such as, “What have you found the most interesting so far?” – make sure it is an open question so they get engaged with you.

Schmoozing is work!

Don’t forget this because it is important – I’ve seen too many people working the room with a martini or bloody mary in hand and it’s obvious it has not been the first.

Theresa is a colleague who came back from a Chicago trade show last week and we were swapping stories and catching up on trade show gossip (you will rapidly learn that everyone starts to know everyone else – it is a small world).

Theresa is pretty down-to-earth but has yet to really discover the power of the internet and when I mentioned this blog, her eyes seemed to roll backwards but, undeterred I agreed to let her loose on the blog and write this post.

Take it away Theresa:

Theresa’s Exhibition Survival Guide

I’m asked a lot how I plan for an exhibition and honestly I have been doing this for so long I no longer think about it consciously so as an exercise, I came up with the following guide.

1. Make sure you research your market and the show thoroughly – who is going to be there, what’s hot and what’s not – talk to your colleagues and contacts so you have something to say when you are in front of a prospect or customer.
2. Book early and grab the early-bird discounts; I always take advantage of booking early because I also get a large say in where I’ll be placed – I recommend you go for a long aisle and get next to a big corporate booth because they always generate a lot of traffic.
3. Read through the exhibitors’ kit carefully and make sure you complete all the forms and returns in good time – don’t get confused with dealing with two companies either – it’s usual to deal with the trade show management company and another for power/telephone and so on – coordinate everything ahead of schedule in case of problems.
4. Never attend without a press kit – always make a press kit up and then make sure you get it into the press room – don’t underestimate this as it is extremely helpful in building your presence both at the show and within the business community.
5. Don’t tie yourself to your trade show display – you also need time to walk around the show because this is where you are going to be making contacts as well.
6. Mints and chocolates are people magnets – make sure you have plenty laid out for passers-by.
7. Make sure you have a good giveaway – don’t be cheap or your frugality will backfire on you – also make sure it is something that stands out so apply your brain and come up with something original as well.
8. Staff the booth with the friendliest and most energetic staff you have – the day is no place for sour faces or lethargy.

Good Luck!

Theresa