Last week I had the pleasure of attending the Bravo! Live Showcase of Oregon's event and hospitality professionals. Held annually, it's easily the largest showcase of its kind in Oregon, so it's a great place to find out what's new in special events and hospitality in our region.
One thing that surprises me though, is how there are always a few, at this show and others, who ignore some basic rules of trade show success. Could it have been you? Here are 5 Signs Your Special Event Trade Show Booth Needs Help:
1. You put the table provided by the convention center across the entrance to your booth, between you and your audience. Doing so creates a physical barrier you and the face-to-face interaction you hope to have.
2. You are using only the existing convention hall overhead lighting to light your booth. Convention hall lighting is extremely variable; often too bright or too dim, and almost always fluorescent and unflattering. Bringing in a few inexpensive lighting fixtures serves to highlight your product, decor, or signage.
3. Your booth reps are talking on mobile phones, texting, eating, or otherwise not ready to do business. Remember, you have about 12 seconds to get the attention of those streaming past your booth. If an attendee gets the subconscious signal that no one is interested in speaking to them, it's that much easier to pass on by.
4. You haven't created a "hook" or "angle" to explain to people why you are even at this show. (Note: "We have a hotel" doesn't count. What makes your hotel/product/service different from the five others that are offering the same thing? Why should you be remembered?)
5. You did not pre-market your appearance at the show to your existing list OR you are not taking leads in your booth OR you are not planning to follow up in a timely manner after the show with the folks you met or who gave you their info. You can't rely on the few physical hours day-of-event to fully return your marketing investment at a trade show; you must also leverage your show participation before, during, and after. You can even do the "during" outside the walls of the show using social media.
Note that this is 5 signs your Special Event trade show booth needs help; when you're marketing to event planners, you have an obligation to show how your product, service, or venue will make their special event truly special and outside the box. Exhibitors in other industries get an easier pass on some of these issues, but everyone can benefit from these tips.
Event pros, step it up so you'll never have to worry if this list applies to you.
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