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» Canadian Forum


Success Tips for Your Tradeshow Booth


Getting a positive ROI from a tradeshow booth and making it a worthwhile investment is a daunting task. Or does it have to be? Take plenty of time to prepare, and follow these tips to create your own recipe for success.


1 Spend some money upfront


Make in impression with an exhib- it that stands out and projects strong brand imagery. Not all companies have big marketing budgets, but a booth with homemade flyers and dec- orated with a few skimpy posters tells delegates that, no matter how out- standing your product is, you don’t understand the marketing aspect of business. Invest in display items, such as a branded trade show booth, ban- ners, flags, etc., that you can use for years to come.


and aim to have people in the space at all times. Take time before the show to formally invite friends, colleagues and your entire contact list to drop by to see your newest products, to partici- pate in a draw for prizes or to join in on a challenge you’ve designed to at- tract foot traffic. If you’re selling a product or equip-


2 Create some buzz


ment, of course, constantly show it in action and find creative ways to entice your audience to try it. Avoid long periods of socializing


with friends, which will prevent you from serving true customers. Instead, take a few minutes to catch up with friends and then engage them along with other visitors in a business chat or product demonstration.


posters, pens or other trinkets. Have 3 Make it interactive 38 Fitness Business Canada July/August 2017 Hand out stickers, wristbands, Avoid the sad visitor-free booth,


a draw or devise a game where every- one gets a small prize. Giveaways will attract people to your booth, and the branded items will help spread the word about your business.


4 Motivate people to buy Despite the expenses associat-


ed with hosting a booth, visitors ex- pect discounts and/or special offers. If you’re unable to discount your prices, consider preferred rates for purchasing multiple items or for extended service periods.


employee sitting placidly behind a table focused on her phone or, even worse, eating her lunch. Even if you can afford to hire just one staff mem- ber for your booth, provide guidelines (for example, no eating, limit sitting, etc.) and incentives to sell (for exam- ple, a commission for each sale, for hit- ting a sales target or for collecting con- tact names, or offer a prize for the top salesperson.) Ensure each staff member under-


5 Prepare your staff


stands the company’s goals for attend- ing and the strategy for reaching these goals.


We’ve all seen booths with a bored


Choose only your friendliest, most


energetic and best informed people; standing, demonstrating and positive- ly interacting with the public is an en- durance event for even the fittest. Provide time for each staff person to


explore other booths at the show (in- cluding your competitors). Have each person report back about how other booths are marketing their products and services. Apply this information to your next tradeshow.


6 Collect data


Collect names and contact infor- mation to expand your mailing list.


mailing list. Quickly follow up with all the appointments you booked while your product and personal con- nection is still fresh in prospects’ minds. Take time immediately after the


7 Wrap it up then follow up Add all new contacts to your


show to document how effective the event was for you. Did you meet your goals? What was the ROI? Determine what you’ll do the same and different- ly next time. Challenge yourself to im- prove your system at each subsequent show. FBC


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