3 Critical Rules for Generating More Booth Traffic
Most trade show attendees passing by booths recognize the company name and look to see "what's new." Others notice the products on the trade show display and decide whether or not they wish to find out more.
Exhibitors who rely on passive visitors only can sometimes overlook a large number of qualified prospects who simply don't "see" their booth or actively choose to ignore it.
Experienced exhibitors know maximizing the number of qualified leads they get from each show signifies actively attracting traffic to their booth and also enticing qualified buyers to the booth to meet your sales team.
So how can you draw visitors to the booth?
Rule #1: Lead with the end result
In WEFTEC, a lot of companies are promoting and selling pumps. Many exhibitors showcase their pumps on display. The message they are communicating is "come in here and let us sell you a pump." If you want to purchase a pump, it's persuasive. But it could be better.
We all know the old advertising cliche: people don't want to purchase drills, they want "holes"; in fact, what they really desire is to hang a picture on the wall. So, if you insist on leading with a product message, lead with the end result that the prospect wants: lower energy prices (save money), better reliability (lower cost of ownership, ease of use) or digital tracking (saving time, saving effort).
The outcome message must always connect to what the actual person in the aisle in the show needs. "Reduced energy prices" might attract a CFO at a show for real estate firms, but"ease of use" will entice the maintenance professional seeing the facilities conference.
Rule #2: Lead with something intriguing
Top with a product demonstration is a great way to prevent traffic because people like to observe things"work."
The traditional merchandise"pitch" for kitchen gear like juicers and knives is powerful because people in the aisle view the outcome, and they visualize themselves using the item.
Following a fantastic B2B product demonstration, people should have queries. They would like to understand more: How will it work in their business? How much does it cost? What's the shipping time? What's the product lifespan? These questions direct the prospect to engage the sales team; in actuality , they are absolutely qualifying themselves and asking to program follow up calls.
Rule #3: Lead with something fun
For more than 40 consecutive years, Demo studies have reported that live actors and presentations would be the most effective way to build traffic on the trade show floor. Paradoxically, performers work well since they don't utilize a product message to pull in the crowd. People from the aisle are fascinated by the excitement, fun and mystery, plus they love the diversion from the usual"look at my things" adventure that most stalls provide.
In fact, the amusement disarms the viewer and makes them more receptive and open to the business message. By integrating the message into the show, the prospects are now"learning" about the product while they're being entertained.
Just like a product demonstration, the prospects must have questions at the end of the show, plus they qualify themselves to the sales team when they come into the booth and ask to learn more.
You Must Be Active
More companies are demonstrating at more shows, and also the increase in overall square footage offered indicates the display floor is much more competitive than ever before.
Exhibitors need to earn a memorable connection with booth visitors, position their sales staff as trusted advisers, and avoid commoditization to close sales and protect price ethics.