Momentum - Business to Business Online Magazine MOMENTUM February 2020 | Page 26

ANDREA SMITH/BRIAN STOTTLEMYER
Vernon Graphics & Promotions
832-274-5245
www.myvernon.biz/brianstottlemyer
TRADE SHOW STOPPERS
T
radeshows will undoubtedly be as powerful
in this decade as they were in the last. In
fact, 99% of exhibitors find trade shows to
deliver unique value which is not provided
by other marketing channels. They allow
exhibitors and attendees the chance to talk face-to-
face, an increasingly difficult struggle in the era of
video communication, emails, and text messages. Trade
shows and expos also lead to more conversations, more
leads, and more sales than other marketing events. And
45% of attendees visit only one exhibition per year so
let’s make yours memorable! Here are 5 ways to stop
attendees in their trade show tracks!
Engage
What can you do to draw attention to your booth
and keep potential clients there just a little longer?
Food seems to be the way to just about everyone’s
heart but a person can only eat so many cookies so
try stepping it up a notch with a game or drawing.
Know any card tricks? Or you could go with a good old
fashioned game of spin the wheel or Plinko. Everyone
will gravitate towards your booth when they hear the
familiar sound of a retro game and they’ll all feel like
winners when they leave your table with a coupon or
prize!
Booth Design
Keep it simple and remember to follow the 40%
rule; 40% of your booth should be blank space-
the other 60% should be clean and orderly. Don’t
overwhelm potential clients with too many products or
photographs. Use the back wall as a focal point with
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your brand colors and logo but
keep your tables orderly while
covered with a branded table
cloth. Passerby will appreciate
a place to set their coffee while
they pause to look through a
brochure or digital catalog.
Brand Recognition
Graphics are key because
you only get a few seconds to
make a first impression. And
you want that first impression to
be big. Don’t clutter your space
with too many testimonials.
Use large, clear graphics that
display your brand. Banners
and table cloths are always powerful options being
large enough to attract attention while folding up nicely
for travel. And don’t jumble your space with colors that
don’t represent your brand. You only get a few seconds
to make a first impression, so make it memorable.
Get Techy
Want to showcase everything but follow the clean
and tidy rule? Have a digital display or projection of
changing images. This might keep eyes on your booth
a bit longer too. Try QR codes on the back of your
business cards instead of brochures. How about a video
testimonial from your most satisfied client? Besides,
being a bit techy makes you appear to be trendy and
relevant, which is what people come to trade shows for,
right? Because they’re looking for the next big thing?
Promo Items & Freebies
You could attract customers with coffee but you
could keep marketing to them beyond the show with
promotional items. Give them something that will
remind them of your company when they need your
services or products. Pens and magnets are always a
safe bet but try giving them something that stands out
and represents your business. Make them think of your
company when they need you most. Sell golf supplies?
How about a ball marker? There’s no better time to
consider a new golf cart then when you’re golfing. In the
construction business? Everyone needs a tape measure
from time to time. And don’t you want your phone
number to be handy when they measure a project too
big to tackle themselves?