Trade show failure made eay

Follow these 10 simple rules and you can blow any trade show. I can’t call them secrets because at a recent trade show I was at, it appeared that everyone was doing most of them.

1: Provide comfortable chairs for staff to sit on

After all, the days are long, and it’s hard to stay focused. So be considerate and give them a place to sit. And why not provide them with a couple of seats so they can take a break together. After all, it’s all about team work.

2: Provide staff with a laptop to do work on when it gets quiet

Everyone is busy these days, and who really has a couple of days spare to stand around. With modern technology the best thing you can do is multitask. Make the most of those quiet moments between customers.

3: Use 8 point fonts on posters to maximise the amount of information you can get across

After all, posters are expensive, and you are paying by the square meter for those walls. There’s a lot of information you want to get across quickly, so why not make the most of it.

And if the customer does walk onto the stand to read it then you know they are really interested. In fact, you can stay seated while they read everything and catch up on another email.

4: You can never have too many posters

We are paying for the wall space, we have lots of products, we don’t know what the customer needs right now, so go for it. Cram them in. Floor to ceiling. Benches. If it’s vertical, stick a poster on it. Heck, if it’s horizontal put a poster on it.

5: Treat them mean, keep them keen

How can you tell if they are really interested? Abuse them. If they stay then they must really like the product.

Why bother showering. It shows weakness.

Why bother smiling. It shows weakness.

Why bother walking up to them. It shows weakness.

6: Tyre kickers are trouble

They make your stand look busy, they take brochures, they waste your time. Face it, if they aren’t going to cough up the dough then they shouldn’t be allowed in the front door.

7: Customers are trouble

They make your stand look busy, they take brochures, they waste your time. Face it, if they aren’t going to cough up the dough without being pandered to at a tradeshow then they shouldn’t be allowed in the front door.

8: Shut up shop early

Knock off early each day to avoid the carpark rush,  and on the last day you want to have everything packed before those pesky customers really start to congest the exit.

If they are really interested, they can ring back next week.

9: It’s just like border patrol

It’s your territory so protect your borders. Do what ever is necessary. Barricade it. Use brochure stands. Use product. Use posters. Use display cabinets. Use whatever you have but keep your territory protected.

Why not put sentries on duty but provide them seating.

10: You can never show enough flesh

It doesn’t matter if you are short or tall, skinny or well proportioned, young or old – research has demonstrated that if you have it, flaunt it. We’re not sure what “it” is, so why descriminate.

After thought

Next time I will walk around with a camera and prove all of these points.