TRADE SECRETS BLOG
5 Ways Great Trade Show Displays Convert Leads Into Sales
Have you ever wondered how your trade show exhibits can play a role in driving more leads into your sales funnel? Trade shows provide an excellent opportunity to speak face-to-face with potential prospects, you just need to find effective ways to draw prospects to your trade show booth and leave a lasting impression.
CEIR (Center for Exhibition Industry Research) discussed the importance of this lasting impression – or being memorable – in a study it released about recall effectiveness. This “memorability” factor is important, because it can help build brand awareness and can “influence purchasing decisions that are initiated at a later time.”1
So what can you do to ensure your trade show exhibit gets noticed, remembered and results in sales down the road? Here are a few tips to get you started:
1. Go Big. It pays to splurge for a large exhibit if your budget allows. The same CEIR study noted above revealed that people were more likely to remember larger exhibits due to sheer physical dominance and greater visibility versus smaller displays.1
2. Secure High Traffic Locations. It may cost you extra to land booth space in a high traffic area, but this added visibility can pay off. The more often someone walks past your exhibit, the more likely they will be to remember your company name and brand, not to mention find time to stop in and chat with your booth staff.
3. Hire a Pro to Design Your Trade Show Exhibits. Using a professional trade show services firm to help design and build your exhibits can pay dividends. Firms such as The Trade Group® that specialize in serving the exhibition industry constantly monitor current design trends and research. They know which colors, floor plans, signage and technology yield the best results and make an impression.
4. Use Product Demos Effectively. Product demos at your trade show booth can help engage a prospect if handled properly. It’s crucial that you uncover why the potential customer is considering a product such as yours and learn what challenge or problem it will resolve for them.
Tailor the demonstration to the prospects unique situation instead of going through a stale, generic routine demo. If you can show how the product will benefit them specifically, you’ll be one step closer to closing the sale.2 CEIR also points to product demonstrations as a good tool for boosting memorability.1
5. Train Booth Staff to Engage. Not every business can afford to build a towering exhibit, but you can train your booth staff how to draw people into your trade show booths and engage prospects to the degree that they turn into leads. The Trade Group® offers booth staff training to teach engagement and lead gathering techniques. Your staff needs to start a conversation – not fire off a sales pitch – that’s what engagement is all about. Uncover challenges, offer solutions and follow up until the sale closes.
If you need help designing a trade show display that people will remember, contact us. We offer a complete suite of trade show products and services, along with helpful tips here on our blog. Visit our website or give us a call for more information.
Photo Source: Shutterstock
1. “Research Indicates Booth Personnel and Product Demonstrations Grow in Exhibit Booth Recall Effectiveness,” (press release). Dallas, Texas; Nov. 16, 2010. CEIR (Center for Exhibition Industry Research). Available at http://www.ceir.org/articles/detail/2010/CEIR-Research-Indicates-Booth-Personnel-and-Product-Demonstrations-Grow-in-Exhibit-Booth-Recall-Effectiveness. Accessed Nov. 21, 2013.
2. James, G. “Give a Good Product Demo: 5 Rules.” Inc. website; May 24, 2012. Available at http://www.inc.com/geoffrey-james/give-a-great-product-demo-5-rules.html. Accessed Nov. 21, 2013.
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