In another life, I ran a very successful Avon business. One thing that really pushed my business was when I attended in-person events :: we called them AOL’s in the business (Avon on Location!) :: because it not only allowed me to grab retail clients but also helped me to find people who really wanted to learn how to do the types of things I was doing in my own business. Of course, tradeshows (or in person events like AOLs) and the like aren’t going to be a big fit for every business – or every business model but they are a tried and true method of finding new business and are even great at making great business connections too.

So let’s talk about what it’s going to take to make your show a hit. First, know that there is a fine line between getting your information into the hands of your customers and being the idiot that everyone avoids eye contact with because you’re in everyone’s face.

The best way to get attention from the right people is to ensure that your set up is solid. From what’s on the table to what’s behind it is going to make a huge impact on everyone walking past your booth. When I worked an event, I was usually able to grab some vinyl banners from the district manager which made a huge impact on the display. The images stood tall behind the tables and really worked to grab the attention of passerby’s and it would probably be the one place I would sink a good chunk of change if I still did these types of shows with my current business.

If you’ve never looked into trade show displays, you may want to do some online research because with today’s options, the sky is the limit when it comes to getting banners, signs and even table cloths printed for your business. There’s a company that has a myriad of trade show products called Post Up Stand. What made this company stand out was that you could get a wide range of products for a DECENT rate. Forget spending thousands of dollars on one banner. Heck, you’re not even stuck with the same old banner as everyone else :: horizontal banners {hot}, hanging banners {no floor space – no problem}, and even 12′ teardrop banners {love them}.

They also do more than just your typical trade show display banner. One stop shop, baby. They do table top displays, table throws (everything from plain coloured table cloths to custom runners and custom table cloths), wall decor (I’m considering these for my house actually. Seriously. Easily removable and easy to reposition!), and pens.

Before I tell you how you can market the shit out of yourself without being a complete idiot, I want to tell you about a secret weapon that no event should be without. Ready? The box.

Get a little Rubbermaid bin that you can pack and keep on hand for any show you do. This will save you a million times over, I promise. Fill that little sucker with the stuff you’re going to need “behind the scenes” at any show:

• pens, markers, highlighters
• tape
• elastics
• zip ties
• scissors
• paper clips
• stapler and staples
• extension cord
• electric bar
• Tylenol
• trade show business cards (these should be generic if you have more than one person working the show)
• tools: hammer, screwdriver, all-in-one-tool, wrench

THE RULES

Rule #1: Don’t pitch. Your display is a hit, you have great take-aways, don’t ruin it by a sleazy pitch. Ask some questions and find out what they’re looking for. Have a conversation with them and you’ll be much more memorable. Here’s a pet peeve of mine from when I managed a retail clothing store: don’t ask them how they’re doing, don’t ask them if they’re interested in {whatever they’re looking at} and definitely don’t ask if you can help them find something. Talk. Ask questions. Find their problem, then give them your solution.

Rule #2: Split test. Yes, it’s not just for email marketing. Spend some time before the event to think about how you want to greet people coming to your booth and passing by. Write out 2-3 intro lines and practice them before the show. While you’re working, test your lines and see what elicits the best response.

Rule #3: Get moving. You don’t have to be stuck behind your booth. This doesn’t give you permission to go out into the aisles and push your flyer into the hand of every person you see. This also applies to your displays: if you can have moving images it will catch people’s attention.

Rule #4: Keep the party alive. Let’s face it, people have a limited attention span at events like this not to mention there isn’t a ton of room and it’s noisy as hell. So forget about pitching (see rule #1) at the show. Qualify people through your conversations and then invite them to the party afterward. Rent a room, offer refreshments and make your pitch. Speaking of free food, make sure you have some at your booth. People love food.

comment policy

1. what’s your #1 tip on how to make a tradeshow work for you?
2. what’s the one thing you would spend cash on for your display?

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