As the economy is seemingly improving, this is a good time to participate in a trade show. Studies confirm that trade show marketing yields the highest number of sales leads, which could mean an expansion in your customer database. Whether your business is large or small, trade shows allow businesses to compete on a level playing field, meaning, whether you are the new kid on the block, or have been around for a while, all the exhibitors have the same opportunity to attract visitors. The quality of trade show attendees is said to be at an all time high right now. Of course, what makes some exhibitors stand out more than others, is their trade show display. You can choose to have a lively, vibrant display, or you can choose to have a drab, uninviting one. Unless a show attendee has predetermined what booths that he/she will visit, in most cases it’s the trade show display that attracts visitors, not that million dollar smile of yours, though it does help to have a smile on your face as the attendees are walking down the aisle.
As a large percentage of people are visual, your tradeshow display needs to be appealing to the eye. If something is appealing to the eye, people tend to remember it longer. When an attendee stops by your your display, that’s your opportunity to shine. Put your best foot forward. Some studies have shown that over 70% of executive decision makers find one, if not more, vendors at trade shows. Some of these decision makers have even made purchases while at the show, and there are those who request that a sales representative come by their office to discuss the products and services more in detail at a future date. Most likely none of these things will take place unless the attendee stops by your display. It is not recommended that your booth staff approach show visitors when they are in the aisle, but instead, shortly after the visitor approaches your booth, is when your booth staff should start to engage in a pleasant, no pressure conversation with him or her, about the products and services that are being promoted.
You want your display to produce a positive and lasting impression on those who see it. Having the right tradeshow display provides you with the opportunity to dramatize the message that you are trying to relay to the show attendees. In addition, trade show displays allow you to present your products or services to potential customers face to face. Interacting face to face increases the chance of building relationships and the opportunity to interact with visitors at a level that you would not be able to achieve any other way. Your sales effectiveness can also be increased. Stand out from the other exhibitors, go bold. Bold is good for a trade show display.