We’ve all been to trade shows where every exhibitor is trying to outdo the next with the biggest booth and the most state-of-the-art gadgets to draw in attendees. While they do draw attention, sometimes it’s the smaller, more intimate setting that attendees will remember.
Having huge booths and fancy giveaways don’t always mean you will stand out; it just shows that you spent more money. Attendees like knowing that they are being listened to, that their space is acknowledged and respected, and that they won’t be under pressure to buy anything. With these simple tips, you can create an environment like this for your audience.
Think Small. Large trade show displays that are bigger than some houses can actually be pretty overwhelming for attendees, especially when the aisles are lined with them. It’s easy to become anxious when surrounded by these over-the-top booths. Instead, opt for a smaller, more intimate booth. Give it a homey feel by adding a table or two with some chairs that you and your potential client can sit comfortably.
Give Them Space. Attendees can be skittish; one sudden movement and they will disappear before you can even say “Is there anything I can help you with?” Be mindful of body language cues, such as avoiding eye contact or turning their backs to you as they view your booth. This most likely means that they want to be left alone. Also, be cautious with the attendees that have one foot in and one foot out of your booth. These people could be ready to bolt at any moment. Give them space and when they are ready to talk to you, they will.
Tell a Story. The most memorable booths are not always the flashiest booths, but those that have images, literature, and other marketing materials that tell a story sure can be. If your company is family-owned, let your audience know that. Tell them how much it has grown or what you and your employees have done for the community. Let the attendees know who you are through the use of story-telling, which will create a more personal relationship with them.
Exhibiting isn’t always about being the biggest and the best, but more about making meaningful relationships and connections with the attendees. Connections that they will remember long after the show has ended.
For more information on how to create a big effect with a smaller exhibit space, read our blog How to Win Big with Smaller Exhibit Spaces.
Feel like we missed something? Let us know your tips for connecting with attendees!
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