For companies that look to improve their sales efforts at trade shows the first step is understanding who you are trying to attract at your next trade show. Build a buyer persona that contains demographic information and preferences. By understanding this information you get a better idea of what they need and how you can help. Keep this information in mind as you create your dynamic booth experience. The following tips should all be tweaked based on your ideal customer.
Create Collaterals Based on Solutions
People don’t read wordy marketing materials nor do they spend a long time reading information written on your booth or brochures you have there. Hit them quickly with information about how you can help. Use words that will get their attention. Don’t list features. List solutions.
Use Appealing Graphics
If you are adding visuals to your collaterals, posters, or banners make sure they appeal to your ideal customer. For instance, if you’re targeting moms select happy family pictures or women. Men in business suits will be less appealing to this demographic. Graphics can also be switched out easily to appeal to multiple or changing demographics.
Open Your Trade Show Booth Up
Don’t erect barriers between you and your potential customers. Come out from behind your tables or podiums, or eliminate them all together. You want to create a spot for inviting conversation. Lots of companies show product demos on iPads or tablets because it creates a closer interaction between customer and sales.
Encourage Time Spent Together
One of the latest trends in trade show booths is creating lounges with charging stations, beverages, and a comfortable respite from the bustling trade show, but in order for this to work, you can’t have sales people standing around like bodyguards. Invite people in or create an oasis that is so inviting they’re drawn to it. Once inside, have a conversation with them about their challenges and how your company can help.
Tie in a Promotional Product
Your promotional product can also be a way to invite people into your booth. A good, targeted promotional piece will appeal to your audience. Most people who stop at a booth for swag are willing to listen to your company information but if you simply shoot through what your software, product, or service can do, you’re missing the opportunity to have a conversation.
A list of your features will be over in five minutes; a conversation based on what your prospective customer needs and how you solve their problems will go on for a while, and ultimately serve to get them deeper into your sales funnel.
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