MARKETING MATTERS
2. Make it a Team Goals Game
Just because tradeshows are professional
exhibitions doesn’t mean your company
can’t throw some fun into the mix. Make
your tradeshow experience a game for your
team. Get competitive and have your booth
staff set goals for the number of leads they
wish to earn with a specific outcome in
mind. It’s important for your team to set
goals and know in advance exactly what
they want to achieve. Winging it isn’t re-
ally a good game plan: if you arrive empty
handed, you’ll leave empty handed. If you
want to walk away from the tradeshow with
a bucketful of solid leads, have your staff
arrive prepared with rehearsed pitches and
questions that will further engage your pros-
pects
3. Design your Booth with your Buyer
Persona in Mind
Don’t include things in your booth that
have nothing to do with your business or
the types of clients your business aims to
attract. The way you design your booth
should attract your buyer persona, not the
trick-or-treaters attending for the freebies.
Keep in mind that your goal isn’t to attract
every attendee at the tradeshow but rather
the people most likely to benefit from your
services who may become future customers.
4. Have Cool Swag
Offering cool swag is a great way to initial-
ly get people to your booth. What you of-
fer should be intentional and related to the
products or services you offer as a business.
Remember that not every ad specialty is the
best choice for every business. If you’re a B to
B company, it makes sense to offer potential
clients a pen with your name on it that they
can use around their office. If you’re a B to
C company on the other hand, a refrigera-
tor magnet or chip clip branded with your
name would be useful around their house.
The longevity of the product and it’s useful-
ness at the event itself are other important
factors to keep in mind when choosing your
swag. For example, offering bottles of wa-
ter branded with your company name on
the label will definitely quench the thirst of
the tradeshow attendees but may end up in
the trash by the end of the day. However,
offering a bag with your name on it that
show-goers can use to carry around their
freebies during the show and then also use
around the house or at the grocery store will
guarantee visibility of your brand even after
the show is over.
5. Put Prospects to Work
Once you’ve decided on the cool swag
that will be most beneficial for your busi-
ness, come up with a plan to make prospects
work for the prize. Have them take a quiz
or be part of a contest that ultimately leads
to them sharing their contact information
with you. Avoid simply luring people in
with candy because if that’s the only reason
they’re visiting you then they aren’t attracted
to your booth for the right reasons. How-
ever, knowing that trick-or-treaters exist and
not everyone is a prospect, you may want
to consider a low cost giveaway in addition
For More Information On This Advertiser Please Visit www.CallAPE.com/e-inquiry
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