Trade Shows
Trade shows are a great way for businesses to come together to learn the newest advances, ideas, products, and services within the industry. The key to trade show success is striking a balance between professionalism and fun. You can maximize the effectiveness of the trade show by exhibiting on the trade show floor. My fellow columnist, Emily Dalzell, knows how to stand out in a crowd. Aside from looking good, here are a few tips for a successful booth:

Be Prepared
Prior to the trade show, you should research the industry, its big players and potential clients. Send out a mailer about your business with a reference to your booth number. Try inviting your prospects to a meal or networking event during the show. Hold a meeting internally to go over the goals of the trade show and the expectations of each booth staff member.

Be Present
To make a good first impression, stand in the front of the booth with your arms at your side (never crossed!). Greet each attendee with a smile and eye contact. Keep your attention on the potential clients and save the colleague chatter for the after-party.

Be Focused
The purpose of the trade show is to attract new business by informing potential clients about your awesome product or service. If needed, write out a script of your sales pitch. Listen to the attendee and try to find a way to associate their needs to your product or service.

Be Organized
Lay out your marketing materials in a neat way that is easy for attendees to view and pick up. Make sure trash cans and boxes of additional freebies are hidden beneath the skirted tables in the booth. Food items like napkins and coffee cups should not be visible.

Be Fun!
A big part of trade shows is to network within the industry and to project a positive image of your business. Don’t be afraid to chit-chat your way through a networking reception. That said, having a drink and using some humor is good—but getting drunk and acting obscene is bad.

Trade shows are a great way to get the word out there about your business. No technology can beat face time, no matter how short it is. These tips should help you make the most out of that time and your investment in the trade show. Good luck!
 

Read Melissa's past columns here

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