Trade Shows

Tips on presenting an eye-catching booth

Trade shows are an often-neglected source of marketing resources - but making a good impression at a trade show can result in increased business and more effective operations. So, how do you get people to stop at your booth?

Here are some tips for showing off a great booth at your next trade show:

• Know your space. As soon as you’ve booked an exhibit space, get specific details on it and visit it if possible. You need to know exactly what you have to work with. Important details include size and location. You don’t want to have a really small exhibit in a huge space, and it goes the same in the other direction. Other considerations include things whether you’re on a corner or in a long row, which businesses are booked to present around you, and how close are you to facilities such as washrooms or food vendors. All of these things may have an affect on how you make your presentation.

• Use your space. Don’t limit your presentation to the table! Use things like presentation boards, and bring along things that you can stand on the floor to attract attention. If you’re pushing a product, make sure you bring some with you to display. Fill up the space, being cautious not to overwhelm it.
• Focus on your audience. Who are you dealing with at this trade show? Are you presenting to customers? Suppliers? Industry experts? You have to tailor your booth and your appearance to the audience, although a clean, catchy display and business attire is usually appropriate for everyone.
• Bring a tablecloth. There’s no guarantee that the trade show organizers will provide you with a cover for what is usually a tacky old table. Even if they do, chances are it’s not going to suit your presentation, and you want to look prepared. Bring your own table cloth in a color and material that complements your presentation as a whole. You may even want to have one custom made with your logo featured prominently on it, so that you take every opportunity to share your business name.
• Make it visible. You don’t want to get lost in a sea of other booths, so make sure there is something different about your presentation. Whether that means including a multimedia aspect, or just altering the colors you’re going to use, make something stand out from the crowd.
• Don't forget to bring lots of business cards! Pass your business cards out to everyone you meet.