Russell’s Ramblings

Those who do not hear the music might think the dancer mad

Working a Trade Show – Best Practices for the Lake Norman Chamber Business Expo

my alohaEach year the Lake Norman Chamber of Commerce hosts an exhibitors orientation for our local businesses participating in the Lake Norman Business Expo.  It is usually held a few weeks before the show to review the 25 or so Most Frequently Asked Questions.  This year marked our 15th business trade show and over the years of attending ours, as well as other regional shows in Charlotte, Cabarrus, and Mooresville I have see some quite interesting booths. Here are some tips I have compiled for our local exhibitors as they look to get the most out of their trade show experience.

  • First, always get the right look for your booth. Each year we present awards for the Most Professional, Most Creative, and Best of Show.  We’ve had hotels bring out furniture to create the bedroom feel. While certainly creative, it was also a lot of work moving furniture around and with an 8’ x 10” space you are limited.  Remember, those with electricity only have 5 amps of power at the Lake Norman Expo… so NO POPCORN POPPERS.  But if you have electrical power, you can give video demonstrations on your laptops or tablets.  Attendees are drawn to colorful booths.  Pop up displays as a backdrop, banners and signage are important.  Make sure you have flyers, pamphlets, and reading material about your business to give away.
  • Perhaps the most important thing is staff your booth with people who are trained and experienced to answer questions and address the public. Too often I see people sitting in the back of the booth, texting or talking on the phone. Make sure the people you select to work your booth are invested in the success of your business.  Always have someone in the booth and never leave the booth unmanned. It’s always good to have multiple people in the booth so someone can walk around to the other booths and then come back and relieve their partner.
  • Be different – do something that draws people in – dress in a costume, have a model, celebrity, magician, or mascot in costume they draws people’s attention. Some host games with prizes – putting green, spinning wheel, guessing how many coins, buttons, or marbles are in a jar.
  • Offer Business Expo specials – give them coupons for stopping by the booth. It can be redeemed in the next 30,60, or 90 days for stopping by your booth.Executive Women
  • Some booths offer snacks, candy, water. If you do have a goody – make sure it’s properly wrapped. Hard candy and chocolates are always handy!
  • The Chamber will extensively advertise the show through the papers, billboards, and MI-Connection. However, you should use your social media to get the word out. Use Face Book, Twitter, LinkeIn, Pinterest, and the other social media platforms to let people know about the event and your booth location along with any specials.  Encourage folks to take part in the show!
  • Giveaways: I’m always asked what’s the best give aways? One of the most unique was a few years ago The Range at Lake Norman had little flash drives in the shape of a small firearm and a local funeral home had chocolate covered caskets – very clever!!! Pens, bags, USB or thumb drives are always handy as are snack clips, notepads, post its.  Remember, its all about impressions. Will the attendee use your item once or over and over again?

So. Let’s sum it up – create a checklist of what to bring to the expo.  Make sure you have the right people in place. They should be well trained with a consistent message about your brand and service or product. Make sure they are dressed appropriately for the event – what kind of image do you want to present? Create a booth schedule so others can help you not only man the booth but give you time to enjoy the show and meet the other exhibitors present.  Make your booth stand out but be cognizant not to overdo it.  You don’t want to make dozens of trip back to the car loading in and out.  Keep it effective but simple.

Think about giveaways and make sure you have business cards and literature to hand out about your business.

All that brings me to perhaps the most critical piece – the follow up!  You must have a way to capture information about those who show a genuine interest in your product or service.  Have them register for a prize you can give away by dropping a business card or a card you give them  Remember, the primary reason you are there is to generate leads.  This should be stressed when you train your staff. Consider hand writing notes to people who stopped by your booth and seemed interested.

Getting a hand written notecard says volumes and is much more effective than an email.  The personal touch will go a long way to building a business or customer relationship.  Keep in mind, waiting a week after the event is too late.  Reach out while the event and contact is still fresh in their mind.

Above all – have fun!  The Lake Norman Business Expo is a great place to both renew and nurture existing relations and create new ones.  We’re excited to have another opportunity to showcase the Best of the Best in business at the lake.  The Lake Norman Expo is our version of Show and Tell.  Make this trade show – Your Show and I’ll see you at the Business Expo!

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June 26, 2015 - Posted by | Chamber of Commerce | , , , , ,

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