not eat in your booth, and be happy. Look as if you really want to be there.”
Patti Gallagher of Main Line Expo agrees that being interactive with your prospects and engaging with them is the top rule for vendors looking to maximize their success at trade shows. “Rule number one is don’t stand behind your table,”
says
Gallagher. “That is basic 101. So many times I hear people say ‘I didn’t do very well at the show’ and I ask what they actually did while there. Always have some kind of theme and go with it, and have food or something unique to draw people in. And rather than just offering a bunch of pamphlets, have something unique you’re trying to pro- mote. Interactive stuff is certainly a draw, too, as is having them come to your booth to take part in an activity. Do something that stands out.”
At Drexelbrook Corporate Events Center, Domenick Savino pays close attention to exhibitors during the many shows they host, and in moni- toring them has suggestions for those looking to make improvements. “The most successful booths have many of the same characteristics: vibrant col- ors, audio-visual, open space (mean- ing not sitting behind a table, which presents a ‘barrier’ to a potential sale) and outgoing and engaging represen- tatives,” says Savino.
“Some pitfalls include: poorly planned or laid out space, lack of up-to-date collateral material,
sending an
employee with little interest in being there, or sending two who only speak with one another, and not having a vehicle through which to collect infor- mation or data about your potential clients,” he continues.
Savino also suggests choosing the shows you participate in wisely - whether as an attendee or an exhibitor - because trade shows are a major time and money commitment. “Speak with the organizers to find out more details, search the Internet for past show highlights, and plan accord- ingly.”
Tricia Schmidt, director of marketing for AFR Event Furnishings, explains how decor can spruce up a booth and how the right furniture can assist in enhancing a display at a trade show.
“AFR Event Furnishings provides you with distinctive collections, quality products and a promise of service sat- isfaction,” says Schmidt. “We are an industry-leading provider of stylish, quality furnishings and accessories for your next conference, meeting, trade show or event. With major warehouse locations in major cities and regional operations throughout the nation, AFR can partner with our clients anywhere, any time.”
She continues, “Ordering specialty fur- nishings outside the standard kit options can enhance your exhibit with trendy colors, styles, lighted furni- ture and more. Brand a bar with your logo and colors, and use it as a recep- tion desk. Create a comfortable lounge setting for your clients to sit, relax and get to know you with our sofas, chairs, and ottomans. We can even brand pil- lows with your logo to reinforce your brand, too.”
Schmidt adds that another benefit a show organizer can offer is to create a lounge area where attendees and exhibitors can step away from exhibits, answer emails and return calls they’ve missed while at the show.
Trade shows offer an incredible oppor- tunity for both attendees and exhibitors. They are a business tool like no other, providing face-to-face interaction between multiple sellers and buyers in a single location.
By doing some research and creating a plan of action prior to a show, both attendees and exhibitors can maxi- mize the opportunities it presents, and benefit even more from their experi- ence.
Kristin Zeller is a freelance writer, and works in the Special Events Office for the Philadelphia Phillies at Citizens Bank Park.
zeller@phillies.com
Mid-Atlantic EVENTS Magazine 39
Attendees of trade shows also want to feel comfortable and confident that exhibitors are focused, and clear on what the audience is trying to get out of the trade show.
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