Trade Show's Do's And Don'ts (Article)
Great Ideas: Five trade show don'ts
Canadian Business Online, April 7, 2005
Buying a booth at a trade show can be a powerful marketing tool ? when it's done right. Done wrong, it can be a terrible waste of time and money. In his new book Powerful Exhibit Marketing, Canada's trade show guru Barry Siskind describes the five biggest mistakes a company can make at a trade show.
Don't #1: Sit. Working a show is a long and tiring day, and you may be tempted (or convinced) to provide chairs for your booth staff. But sitting creates the impression that booth staff are tired and that it is an effort to get up and take care of visitors. Visitors don't want to impose ? so they don't.
Don't #2: Eat or drink. Again, the issue is perception. Visitors who walk by your booth and see booth staff snacking may feel that disturbing them will be an imposition. Even coffee and tea should be avoided. The only exception to the no-food-or-drink rule is water. In fact, booth staff should keep a water bottle in an inconspicuous place at all times so they can sip on it during the day.
Don't #3: Chat with colleagues. When booth staff huddle together to talk, it sends the signal that they are busy and shouldn't be interrupted. The result is a lost opportunity.
Don't #4: Distract yourself during slow times. When things get slow, booth staff may be tempted to scan the newspaper, complete some office paperwork or read other exhibitors' brochures. They must resist the temptation: their attention must be on the job at hand 100% of the time, or opportunities could be missed.
Don't #5: Exercise. Working a trade show can cause sore feet and a stiff back as the day goes by. But deep knee bends, back stretches and over-the-shoulder arm extensions are not acceptable. Visitors should feel that booth staff are energized and ready to serve them. What message is sent to booth visitors when they walk by and see your staff massaging their feet?
DH
Canadian Business Online, April 7, 2005
Buying a booth at a trade show can be a powerful marketing tool ? when it's done right. Done wrong, it can be a terrible waste of time and money. In his new book Powerful Exhibit Marketing, Canada's trade show guru Barry Siskind describes the five biggest mistakes a company can make at a trade show.
Don't #1: Sit. Working a show is a long and tiring day, and you may be tempted (or convinced) to provide chairs for your booth staff. But sitting creates the impression that booth staff are tired and that it is an effort to get up and take care of visitors. Visitors don't want to impose ? so they don't.
Don't #2: Eat or drink. Again, the issue is perception. Visitors who walk by your booth and see booth staff snacking may feel that disturbing them will be an imposition. Even coffee and tea should be avoided. The only exception to the no-food-or-drink rule is water. In fact, booth staff should keep a water bottle in an inconspicuous place at all times so they can sip on it during the day.
Don't #3: Chat with colleagues. When booth staff huddle together to talk, it sends the signal that they are busy and shouldn't be interrupted. The result is a lost opportunity.
Don't #4: Distract yourself during slow times. When things get slow, booth staff may be tempted to scan the newspaper, complete some office paperwork or read other exhibitors' brochures. They must resist the temptation: their attention must be on the job at hand 100% of the time, or opportunities could be missed.
Don't #5: Exercise. Working a trade show can cause sore feet and a stiff back as the day goes by. But deep knee bends, back stretches and over-the-shoulder arm extensions are not acceptable. Visitors should feel that booth staff are energized and ready to serve them. What message is sent to booth visitors when they walk by and see your staff massaging their feet?
DH
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