Most small businesses do not have the budget to purchase, furnish, and staff a 40 foot by 40 foot booth or larger. We are unable to provide snacks, a comfortable place to lounge, coffee, and tons of giveaways for attendees swag bags. The good news is you can compete with these larger booths and companies.
Here are a couple of hard truths about the big booths with all the free items.
- They are lucky if 20% of the people that stop by are people who want their product and have decision making authority.
- They have to close more or much larger deals to get to their break even point. More space and more giveaways means more money.
- They are throwing all the spaghetti at the wall and seeing what sticks. They are sending out their brand everywhere and hoping to attract the right people.
So how do you compete with the big boys?
Here are some simple ways to ensure your booth and company stands out.
- Have a clear goal for the show. Know who your target market is, how you’re going to reach them and how many you want to reach. You need to have laser focus. Qualify people quickly, engage those who you can help and politely move on those you cannot.
- Make your booth interesting and inviting. Yes, a 10 x 10 space can be both of these things. Designs a booth that allows people to walk into your space and speak with you. Get them off the aisle and into your space. Have visuals that easily identify your company and why attendees should care. Give your target audience a reason (aka: value) to stop.
- Use the press. Send out press releases to the press corps you know will be involved at this show. Put together a list of the industry publications and local news. Give them a reason to stop by your space – i.e. New or unusual product, the cause you are supporting, your why.
- Smile and engage the people on the trade show floor. A smile and welcoming attitude will go a long way.
If you follow these simple steps you can compete with the giants at a show.
Now, the caveat is that these steps are simple but not easy.
You will have to put in the work to pick your goals, design your booth, write a press release, and engage with attendees. This will take time and effort but it will increase your return on investment for every show.