We all know that trade shows can be excellent places to network. Part I of this two-part series deals with how to network more effectively from behind the trade show booth.

Fall starts the second half of the trade show season, and trade shows can be a wonderful source for developing a supply of new leads for you and your company. Here are 6 trade show tips to get you started:

1. Choose a trade show event that attracts your pure target market audience. A smaller, but more narrowly defined trade show event will garner better results for your business than a large, but broadly positioned trade show event.
2. Avoid the “mom and pop” version of a display table. You don’t want your booth to resemble a yard sale with just brochures laid out on the table. If you are not naturally creative solicit the help of those you know who are creative.
3. Choose just 3-4 words to position your company. Too often small businesses try to get their entire features and benefits written all over their booth, but attendees don’t have the time or interest to read wordy booths. Letters ideally should be 2′ in height for attendees to read easily from an aisle away.
4. Meet their immediate need at the trade show. You want to drive traffic to your booth regardless of whether they are all from people in your target market. When you have a small crowd at your booth it creates a buzz and creates an even bigger crowd. Here are popular needs you can meet:

• a sturdy shoulder bag for the attendee to put all of their brochures in (make sure it has your company name, tagline, website and phone on it)
• a snack to curb their hunger
• regular chairs with massage pads to give their tired feet and backs a break
• a compelling raffle drawing give-away to entice traffic to fill out their contact info.

5. Provide useful promotional items as give-aways. Stay top of mind in your market with practical items people use every day that have your company name, phone and web address written on them. Popular general items have included: wallet size mirrors, business card holders, keychained min-flashlights, pens, water bottle grippers, bag clips, refrigerator magnets, and post it notes.
6. Have a short sales video playing at your booth. Some attendees will avoid talking to sales people, but will stay to watch a short sales video of your product or service.

Finally, measure your results and don’t give up after just the first or second trade show. Do something DIFFERENT and do something BETTER at every subsequent trade show. As with anything else, practice makes perfect. (Excerpts for this article came from Counselor Magazine.)

Brian Wilmsmeyer
Elite Promotions