How to Make Lemonade From a Lemon Booth Location
Stuck in the back corner of the hall or behind a column? Miss out on getting into the main exhibit hall? Here’s how you can see all your clients and prospects and have a successful show:
1. Pre-show announcements.
It doesn’t matter if it’s an elaborate mailer, or a quick text or e-mail, send something telling clients and prospects you’re not going to be easy to find, but the extra effort will be rewarded. Don’t forget to maximize your presence at the show on Linkedin and Facebook.
2. Sponsor a coffee break.
Convince show management into allowing you to sponsor a coffee or beverage break. Then put a very large and colorful sign nearby with a map to your booth and a prize offer for attendees who find you.
3. Give them a yellow brick road.
Negotiate with show management to let you place stickers on the aisle carpet leading attendees to your booth. These can be arrows, footprints or pictures of your product.
4. Give them what they want.
Do some serious brainstorming and come up with a novel – a really, really novel – promotional item that will allow people to wear or carry your logo to the masses. The right item will cause people to ask where they can get one for themselves.
5. Let Elvis do your talking.
Hire talent to hand something (samples, coupons, flyers with maps to your space) to attendees as they come into the facility. Some show managers will let you rent space or will designate a specific location for this activity.
6. Give them the shirt off your back.
Dress your entire staff in shirts with a map to your booth on the back and your logo on the front.
7. Sponsor headrest covers on shuttle buses.
Put your logo and booth location on the back of every shuttle bus seat headrest so that everyone knows how to find your once the are in the hall.
8. Network like a madman!
In addition to every networking event, take advantage of social media. Tweet a ‘Thank you for visiting our booth’ message to every visitor to your booth. This leads to a reply or a retweet that not only creates a bond with the prospect (enhancing the possibility of a conversion) but also takes your brand and booth location to the followers of the prospect leading to more potential visitors.
9. Get friendly with show management.
Don’t be afraid to talk to show management about your dilemma. The more they know that you are serious about maximizing your presence at their show, the more likely you’ll be able to get first option on a better location if someone pulls out or is a no-show.
Good luck and have a fun!
by Francine Brooks