The Art of Disengaging from Non-Target Customers at Trade Shows

The Art of Disengaging from Non-Target Customers at Trade Shows

Business, Trade Show

Trade shows are a great way for businesses to showcase their products and connect with potential clients. However, not every interaction at a trade show is worthwhile. Let’s explore the art of disengaging from non-target customers on the trade show floor, helping you use your time and energy on the people you are there to see.

Identifying Non-Target Customers:

Before talking about how to disengage, it’s important to be able to identify non-target customers in a trade show environment. So how do you know who your perfect customer is?

1. Craft a Clear Ideal Customer Profile

To be able to disengage from non-target customers, you need to have a well-defined ideal customer profile. Understand your target audience’s demographics, needs, and pain points. This allows your team to quickly identify prospects who align with your business goals and politely disengage from those who don’t.

2. Qualify Leads Early

Create a stong lead qualification process to identify potential customers early in your conversations. Using open-ended questions to discover their needs and challenges. This allows you to gauge their needs and if you can solve them. This proactive approach ensures that you invest time in conversations that have the potential to yield positive outcomes.

Once you’ve identified non-target customers, it’s time to use effective disengagement strategies that maintain professionalism and preserve your brand image.

Disengagement Strategies:

 

1. Politely Redirect:

When it becomes evident that the person or business you are engaging with does not fit your target profile, politely redirect the conversation. Express your gratitude for their time and interest, and then guide the discussion towards a more relevant topic. This redirection helps you steer the conversation in a productive direction without alienating potential leads.

2. Provide Resources:

Offering helpful resources can be an excellent way to disengage from non-target customers while still providing value. Share brochures, pamphlets, or digital materials that highlight your products and services. Politely explain that your offerings may not align with their current needs but that they can refer to the provided resources for future reference.

3. Schedule Follow-Up

If you sense a potential opportunity in the future, don’t dismiss non-target customers entirely. Instead, schedule a follow-up meeting or call to explore things at a later date. This approach conveys professionalism and leaves the door open for future interactions without compromising your immediate trade show goals.

4. Be Honest

Honesty is a cornerstone of effective disengagement. If it becomes clear that your offerings aren’t a good fit, be transparent about it. Politely communicate that you appreciate their time but you want to ensure that they maximize their time on the trade show floor. Honesty fosters trust and ensures that both parties can move forward without false expectations.

Trade shows present a great opportunity for businesses to connect with potential customers and elevate their brand presence. However, engaging with non-target customers can drain resources and diminish your efforts. By identifying non-target customers early, staying professional, and using solid disengagement techniques, you use your time on the trade show floor effectively. Mastering the art of disengaging from non-target customers is a great skill that will help the success of your trade show.

Want more? Here are 5 Things Your Trade Show Staff Should Know.

Load-In Tips and Tricks to Make Trade Show Set-Up Easier

Load-In Tips and Tricks to Make Trade Show Set-Up Easier

Business, Trade Show

The process of setting up for a trade show can be daunting, especially when it comes to the load-in phase. A good load-in is crucial for a smooth start to the event, ensuring that your booth is ready to make a lasting impression on attendees. Here are my tips and tricks to streamline the load-in process and make your trade show set-up easier.

1. Pre-Planning is Key

You should have your multi layer plan – starting from the electrical on the ground, pad, carpet, structures, graphics, and audio visual. You and your set up crew need to know exactly where everything should go. 

Once you have your plan, you need a detailed check list to execute that plan. Think about power cords, zip ties, gaffers tape, normal tape, first aid kit, acrylic paper holders, and so much more. 

Confirm shipping details and keep track of all of your shipments. You also need to check on any permits and labor paperwork are all in place. This proactive approach will save you time and stress during the load-in process.

The last step in pre planning is to study the trade show floor plan. You need to know when to pick up your badges, where to deliver items, the marshalling yard location, and the show office. Knowing where these are in relation to your booth before you get onsite is a huge help.

2. Collaborate Effectively with Your Team

Communication and collaboration are essential components of a smooth load-in process. Clearly communicate roles and responsibilities to your team members. Ensure that they have the instructions and tools needed to complete their tasks. A group text or messaging app to help answer questions, send pictures, and keep up to date is a huge bonus.. A well-coordinated team is key to overcoming any challenges that may arise during load-in.

3. Time Your Arrival Wisely

Strategic timing can make a significant difference in the load-in process. Coordinate with event organizers to determine the earliest possible time for load-in. Arriving early provides a head start, allowing you to avoid the rush of other exhibitors and ensuring access to essential resources such as loading docks and elevators. Additionally, early arrival provides a buffer for unexpected delays, giving you ample time to address any unforeseen issues. You will also avoid overtime or double time on labor fees for the myriad of people that are needed to set up a trade show booth.

4. Know the Rules

Each show and each location have different rules. You can be at Show A at Location A and then go to Show B at Location A and those rules will change. 

Does the location allow you to use hand trucks or wagons to bring items in or do you have to use their labor to move everything? Can you only hand carry items in? Can you only hand carry items in once? 

The other major rules that can get you in trouble is the use of tools. Some shows will allow you to use power tools, other shows you can only use hand tools, even others, you cannot use any tools at all. This will depend on the union at that location. You do not want to get hit with a last minute labor bill because you did not know what you could and couldn’t do.

5. Be flexible

Events are chaotic even at the best of times. Trade shows are no different and something will happen. You will be missing a crate, you shirt shipment won’t arrive, you will decide to reorganize your booth layout onsite. (All of these things have happened to me.) Being flexible allows you to be agile and shift your plans as needed. The trade show world is full of stories around mishaps that ended up being great attractions. 

A well-executed load-in is the foundation for a successful trade show presence. Using these tips you can streamline the load-in process and set the stage for a seamless and impressive trade show booth. 

Booth Feng Shui: Arranging Elements for Flow and Harmony

Booth Feng Shui: Arranging Elements for Flow and Harmony

Business, Trade Show

In the bustling world of trade shows, exhibitions, and conferences, the success of a booth goes beyond just an eye-catching design or flashy banners. If you find yourself struggling with booth design, an interesting place to look is the ancient art of Feng Shui. It can be a powerful tool in creating an inviting booth that attracts and engages visitors on a deeper level. Let’s explore the principles of Booth Feng Shui and how you can use its principals to help with your booth design.

What is Booth Feng Shui?

Feng Shui is an ancient Chinese practice that seeks to balance individuals with their surroundings. It’s all about the flow of energy, or “chi,” and how it effects the well-being and success of those in a given space. When applied to trade show booths, the principles of Feng Shui can create a positive and inviting atmosphere that attracts potential clients and partners.

Choosing the Right Booth Layout

The first step in applying Booth Feng Shui is selecting the optimal layout for your space. According to Feng Shui principles, a booth should have an open and welcoming design that allows energy to flow freely. Avoid clutter and ensure that the layout is easy to navigate. A well-organized space not only enhances the visual appeal but also encourages visitors to explore and engage with your offerings. (See some easy tips for a small booth to compete with the larger ones. )

One of the biggest turn offs of a booth space is when it looks like someone is trying to fit their entire store or catalog into a small space. Bring only the products or demos that are needed. 

The Five Elements

In traditional Chinese philosophy, the five elements—wood, fire, earth, metal, and water—play a crucial role in maintaining harmony. Translating these elements into your booth design can be a subtle yet effective way to create balance. For example, incorporating wooden elements like bamboo displays or furniture adds an organic touch, while metal structures or accents bring a sense of precision and clarity.

Color Theory

Colors have a profound impact on our emotions and energy levels. Earthy tones like greens and browns can create a grounded and stable atmosphere, while pops of red or orange can inject passion and excitement. It’s crucial to strike a balance that aligns with your brand identity while resonating with the energy you want to convey.

If your brand is built around softer colors, you can add more vibrant hues of those colors to add those pops of color. An example is if your logo is dark blue, bringing in a teal blue allows you to stay close to your brand guidelines while also adding that pop.

The Flow

Feng Shui states that the arrangement of furniture affects the energy flow in a room, the layout of your booth can significantly impact the flow of visitors. Create clear pathways that guide visitors through different sections of your booth. A good flow makes it easier for attendees to interact with your products or services.

A part of flow is making sure that people know what is happening in your booth at a glance. Use your graphics to let attendees know exactly what you offer and how you can solace their problems. (Learn how to bring traffic to your booth)

Nature and Greenery

Adding natural elements into your booth design brings the power of nature to your space. Consider adding plants, flowers, or even a small water feature bring a sense of vitality and freshness. Not only do these elements contribute to the visual appeal, but they also purify the air and create a more pleasant environment for visitors.

Booth Feng Shui goes beyond the booth look; it’s about creating a calm and harmonious environment that works with your brand and attracts positive energy. By carefully considering the layout, adding the five elements, choosing the right color palette, and having a smooth flow, you can se your booth up for success at trade shows. Embrace the ancient wisdom of Feng Shui, and watch as your booth engagement grows.

 

How to Save on Shipping Costs for Trade Shows

How to Save on Shipping Costs for Trade Shows

Business, Trade Show

Trade shows provide an excellent platform for businesses to showcase their products and services to a targeted audience. However, one aspect that can eat into your budget is shipping costs. (See other hidden costs here.) Whether you’re transporting booth displays, marketing materials, or samples, these expenses can quickly add up. To help you save on these costs for trade shows, here are some practical tips:

  1. Plan ahead: Early planning is crucial when it comes to shipping. Research and compare shipping rates from different carriers well in advance. By doing so, you can secure better deals and avoid last-minute rush fees.
  1. Optimize packaging: Minimize the size and weight of your shipments by using compact packaging materials. Consider collapsible displays or modular booths that can be easily disassembled, reducing volume and weight. Lightweight materials can also help reduce shipping costs.
  1. Consolidate shipments: If you have multiple shipments for different aspects of your trade show participation, try to consolidate them into a single shipment. Combining items into one shipment reduces the number of packages and can result in significant cost savings.
  1. Seek sponsorship opportunities: Partnering with sponsors can be mutually beneficial. Explore the possibility of partnering with a shipping or logistics company that can provide discounted or even free shipping services in exchange for promotional opportunities at the trade show.
  1. Utilize advanced warehouse services: Some trade show venues offer advanced warehouse services, allowing you to ship your materials in advance and store them securely until the event. Taking advantage of these services can help you avoid last-minute expenses and potential delays.
  1. Explore alternative options: Traditional shipping methods may not always be the most cost-effective. Investigate alternative options such as ground shipping instead of air freight or using a regional carrier instead of a national one. These alternatives can often provide more affordable rates for trade show shipments.
  1. Negotiate with carriers: Don’t be afraid to negotiate with shipping carriers to secure better rates. If you have a long-term trade show schedule or plan to ship frequently, you may be eligible for volume discounts or customized shipping solutions.

By implementing these strategies, you can effectively reduce your shipping costs for trade shows, allowing you to allocate your budget more efficiently towards other aspects of your event. Remember, careful planning, optimization, and exploring alternative options can make a significant difference in your overall expenses.

 

4 Reasons Why To Train Your Booth Staff

4 Reasons Why To Train Your Booth Staff

Business, Trade Show

Your booth staff can make or break your trade show. Bad staff can completely ruin the best booth design and marketing campaign. How do you ensure you have the best people? The best way is to train your booth staff. 

Before the training, there is one stipulation for who makes the best booth staff. You need to make sure that whoever is staffing your booth actually wants to be there. No training in the world will overcome a surly person. I always take volunteers first and then start making assignments. 

I make sure people know the benefits of going to the shows. Learn how to keep Booth Staff Happy. They get a share of the leads, they get to travel to the show (if it is out of town), they also get to make the face to face connections of their target market. If people do not attend the show – they do not get the leads. That is one hard and fast rule I work by. 

On to training the staff. 

  1. Create a Positive First Impression

Your booth staff is the face of your brand. They are responsible for creating the all-important first impression on attendees. Training gives your staff the necessary skills to engage and attract visitors, making a lasting impact. From effective communication and body language to product knowledge, training ensures that your staff can showcase your brand in the best possible light.

  1. Increase Lead Generation

Trained booth staff are more likely to generate quality leads. Training enables your people to identify and qualify potential leads effectively, capturing valuable contact information and nurturing prospects throughout the event. Training also helps them understand who they should be talking to – and how to disengage from those people who are not quality leads.

  1. Enhance Product Knowledge

Deep product knowledge is a powerful asset for booth staff – both inside and outside the booth. Training sessions equip them with comprehensive knowledge about your offerings, enabling them to answer questions confidently and provide accurate information. See all the things your staff should know before the show. 

  1. Handle Challenges with Confidence

Events are hectic, and challenges will arise. Whether it’s dealing with difficult attendees or managing the unexpected, trained booth staff will face these things with confidence. This provides a smooth and professional experience for both your staff and attendees, ultimately contributing to a good event.

A well-trained booth staff is a huge asset that can elevate your brand and drive meaningful results – but remember it is not a silver bullet for people who do not want to be there at all. 

 

 

3 Places to Find at a Trade Show

3 Places to Find at a Trade Show

Business, Trade Show

Going to a trade show can be chaotic. Going in with a plan helps to ease the chaos and allow you to focus on why you are there. There are many different parts to your plan but this blog post focuses on the 3 places that I look for at each show. (Beyond your booth of course!) 

Those three places are the exhibitor office, the building facilities, and the exhibitor lounge. 

The Exhibitor Office

This is the nerve center of the trade show. Here you will find almost every piece of information you will need. This is where you will go to pick up lead retrieval, order extra services, do shipping, and pick up any paperwork. 

At the larger shows you will find the office on the map and there is often hanging signs to help direct you. At smaller shows, it will be found along the back or edges of the show, often close to the load in doors. 

A word of advice – be very nice to these people. They hold the success of your show in their hands. They can kick you off the show floor. Always ask for help and be polite until it become necessary to demand. (Which is very rare)

The Building Facilities

These include the bathrooms, water fountains, and open concessions. These are places that you will need to know about for you and your booth staff but this knowledge can also be used to help the attendees. 

Having this small bit of expertise will actually make you seem more competent in others eyes, it can help establish a connection and trust. 

The Exhibitor Lounge (Or a Quite Place to Sit)

Larger shows will have a dedicated space for exhibitors to escape the show floor. Sometimes it is just a pipe and drape area, other times it is a room on a different floor. Most of the time tables and chairs and water is provided in these spaces. 

If the show does not have this, finding a place outside of your booth to sit and decompress for a minute is the next best thing. 

These spaces are where you can take a breath, reset, eat a quick lunch, and even just sit. (See my love hate relationship with chairs). Even if it is only two of you working the booth, you need to take a break.

You will be amazed at how this can raise your energy level, keep you healthy, and allow you to be your best on the trade show floor. 

Adding time to find these places to your set up plan will save you time and energy later in the show.