According to an IBIS World published report in February of this year, the trade show and conference planning industry in 2017 will reach $14.8 billion in annual revenues. It is really hard to wrap my brain around a number that large, but the fact of the matter is, whether you are responsible for planning and attending 1 trade show or 50 shows, your investment in this critical marketing activity needs to be nurtured. Does your booth say “Come On In” or “Stay Away”?
Here are some quick tips on keeping the “We Are Open for Business” sign on your trade show booth space:
- Uniformed staff apparel: Making sure your team is coordinated and comfortable will go a long way towards saying, “Let’s Talk”. Make sure your color selection for your embroidered wearables matches your brand and company culture. Consider adding caps or jackets if it makes sense.
- Avoid entry islands: These booth barriers that typically house marketing literature, candy and business cards may need to find a spot elsewhere in the booth layout. Keep your front area open with easy access for entry.
- Lighting makes a difference: During pre-show preparations at the home office, make sure you put up the trade show booth as it would be constructed at the show. Be sure to check for any burned out light bulbs that need to be replaced. Also consider specialized lighting at your booth that draws special attention to your company name/logo and service offering.
- Greeters go a long way: Perimeter greeters go a long way towards building traffic in your booth. These friendly, extroverted team members do their job with their smile and invitation to visit your booth to learn about your new and improved product or service.