We’ve all walked the expo floor and seen the enormous island displays of the large corporations with deep pockets. They pack quite a punch, don’t they? Island and peninsula booths really stand out from the endless rows of 10′ x 10′ booths. So how do the rest of the exhibitors get noticed? Whether you call it 10′ x 10′ or 3 meters x 3 meters, it isn’t a whole heck of a lot of space to work with. Time to think back to your guerilla marketing tactics. Good ideas don’t have to cost a lot of money.
Elbow Room
A 10’ x 10’ space is smaller than you think. Set up a back-wall, set up your table, add a couple of booth staffers, and you’re full! Plus no one can come in out of that annoying aisle traffic to chat with you about your products. Ditch the expo-provided table and chairs– they aren’t mandatory, you know. If you need a surface, use something with a smaller footprint that won’t act as a barrier between you and attendees. Use a pop up wall that comes in a case that converts into a podium, like the Standard Case or Case To Counter. Or try the Pirouet portable display cabinet. Your prospects will talk with you longer if they can come in out of the hectic aisle.
Looks Really DO Matter
You’re in the midst of a crowded convention hall with hundreds of other attendees. Make yourself stand out visually. When planning your graphic design, select bold colors and eye-catching images to help draw in attendees. Once they pause for a look, greet them! You can also stand out with brightly colored or unusual branded apparel for your booth staff.
The Right Stuff
Bob in R&D may know all about every product you sell but, unless he’s good with people, he’s not prime booth-staff material. The people representing your company at the expo must be product knowledgeable, good with people, and have the ability to qualify prospects. They also have to be positive and energetic to make it through the rigors of booth staffing. Sounds like an impossible task? Simply start with team members who have good attitudes and want to represent you at the show. You can train them to do the rest.
Be Social
Remember those guerilla marketing skills? Dust them off and bring them into the 21st century. Publicize your both in every free way possible: email blasts, Facebook, LinkedIn, Google+, Twitter, and blogs. Remember the days when you mailed our your press releases with camera-ready art? Now you can just email them out for a fraction of the cost.
Gamification
Have a contest. There’s nothing like the lure of winning something to attract people to your booth! Make sure the prize is worth it. It will also enable you to collect business cards (i.e., drop your card into the fishbowl for a chance to win) of more people than you have a chance to speak with during the expo. When the show is over, your salespeople can call them up and qualify them.
Demonstrate
Demonstrate your product. Spontaneous or scheduled demonstrations are great for catching the eyes of passersby. It’s easier to get them talking if they are engaging in the demo, either by asking questions or the barker encouraging audience participation.
A 10′ x 10′ booth is far more than its dimensions– it is merely a starting point for a much bigger presence for your company. Think big, dream big, and make the most of your show presence.