The Three Rules of a Great Trade Show

Trade shows can be a huge waste of money, or they can be a powerful tool for generating leads and building your brand. The difference lies in following three simple rules.

1. Get Noticed

Most trade show booths are boring and forgettable. To be successful, you must stand out from the crowd.

• Have a Theme: Create a fun and memorable theme for your booth, like a Hawaiian luau or a James Bond party.
• Be Distinctive: Have your team wear matching, eye-catching outfits.
• Create a Buzz: Do something that gets people talking.

2. Drive Traffic

Once you've gotten their attention, you need to give people a reason to come to your booth.

• Offer a Giveaway: A free trip or a valuable prize can be a powerful draw.
• Serve Refreshments: Offering drinks or snacks can make your booth a popular destination.
• Use "Ambassadors": Hire models or have your team walk the floor to invite people to your booth.

3. Capture Leads

The ultimate goal of a trade show is to generate leads.

• Have a System: Have a clear and efficient system for capturing contact information.
• Qualify Leads: Use a short form to ask a few qualifying questions so you can prioritize your follow-up.
• Engage with Visitors: Don't just collect business cards; strike up conversations and look for opportunities.

By following these three rules, you can turn your next trade show into a lead-generating machine.