At five months pregnant with my oldest son, I made a decision to leave the steady paycheck and go for the sales, commission-based position where I could have a flexible schedule for my soon-to-be baby.
For the role of a salesperson in the creative industry, you must get out there and meet people where they are. In other words, this type of salesperson must be out networking on a regular basis, attending trade shows, business growth events and luncheons, industry events, and awards galas, volunteering on industry-related boards to find the decision-makers needed to build relationships, secure new business, and generate sales.
For example, below is a list of some of those groups that were worthy of networking with:
- University Event Planners Association (UEP)
- Automation Alley
- Society of Marketing Professionals Services (SMPS)
- American Advertising Federation / Ann Arbor Chapter (A2AC)
- University of Michigan Alumni Association Board of Governors
- Motor City Connect (MCC)
- American Marketing Association (AMA)
- Direct Marketing Association of Detroit (dMAD)
Through the years of involvement with these organizations, our company has not only developed long term client relationships, but we’ve made some good friends along the way as well. When people asked me what I did for a living, I would simply respond, “I go to parties, eat for free, and make friends,” Obviously, there’s more to it, but you get the gist.
Through the UEP, and SMPS, I networked with folks that were in the trade show industry. They created everything a vendor would need to put together a stunning and engaging trade show display booth. Some of the exhibit products could be:
- Signage
- Stands
- Interactive attractions
- Free gifts
- Takeaways
- Business card raffles
- Business cards
- Promotional items
- Booth design for exhibition
- Post-it notes
- Pens and Pencils
- Scissors
- Stapler
- Budgeting
- Design your booth
- Extension cords
- First aid kit
- Paper Clips
- Sharpies
- Signage
- Storage boxes
- Booth Cleaning
- Bottled water
- Exhibitor coordination
- Freebies
- Giveaways
- Hand sanitizer
- Location on the show floor
- Travel arrangements
- Transport trade show supplies
How do you run a successful trade show booth?
As a creative representative, I spent most of my time as an attendant at trade shows. However, there were also several occasions where we would have our own booth to run. By participating in a trade show, you are capable of getting your message heard by a large audience who is willing and ready to hear what you have to offer.
Back then, I represented commercial photographers and would have their photo books on display. Fortunately, I could get them to create captivating imagery to use in our large exhibit materials.
I was taught by my associates in the display business that, first and foremost, I should create exhibits that attract visitors. Create a theme that aligns with your product or brand. For instance, if you are in the health and wellness industry, you can design your booth with a refreshing and serene ambiance. This could include incorporating elements like relaxing colors, plants, and comfortable seating areas to attract visitors who are looking for wellness solutions. Remember, a visually appealing booth that captures the essence of your brand is more likely to draw in potential customers.
Well-labeled displays play a crucial role in helping visitors understand what your company offers. Bold and clear signage displaying your products or services and their key features will help people identify what you have to offer at a glance. Use standees or banners with eye-catching copy and graphics that showcase your unique selling points. This will generate interest and make visitors curious to learn more.
Proper booth lighting is another element that cannot be overlooked. Well-lit displays create a professional and inviting atmosphere, while shadows or dim lighting can make your booth appear dull and unappealing. Use strategic overhead or accent lighting to highlight key areas of your exhibit and draw attention to your products. Additionally, consider incorporating interactive elements that are illuminated, such as LED screens or digital displays, to captivate passersby.
Incorporating video and audio elements into your booth can enhance the visual and auditory experience for visitors, making your booth even more engaging. For example, you can have a captivating video demonstrating your products or testimonials from satisfied customers playing on a strategically placed screen. Ensure that the audio from your video does not disturb neighboring booths but is clear enough for visitors who stop by.
Providing hospitality is a fundamental aspect of attracting visitors and making your booth welcoming. Offer complimentary refreshments, like bottled water or individually wrapped snacks, to entice people to step inside your booth for a moment of respite. Similarly, having comfortable seating options available will encourage visitors to spend more time interacting with your team without feeling rushed or tired.
One effective way to draw attention to your booth is by introducing a costumed company mascot that is associated with your brand or products. This mascot can move through the trade show floor, interacting with attendees and creating an element of fun and excitement. The mascot can hand out branded goodies, like pens or stickers, to further promote your brand. This not only grabs attention but also encourages visitors to stop by your booth out of sheer curiosity.
Hiring a spokesperson is another excellent tactic to engage visitors and communicate your brand’s message effectively. A charismatic and knowledgeable spokesperson can interact with attendees, offer product demonstrations, answer questions, and highlight the unique value your company brings to the industry.
Along those same lines as a spokesperson, consider adding an entertainment aspect to your booth; whether it is a musician, a character artist, or a magician, this personal touch can make your booth more approachable and leave a lasting impression on visitors.
What is a trade show strategy?
When I was an attendee versus an exhibitor, my strategy was to “work the room.” I went to all the exhibits that I foresaw being able to partner with in some shape or form. At each booth, I would introduce myself to whoever was running it, spark a conversation, get to know them and their product/service, accept whatever swag they were handing out, and then promptly follow up after the show.
A trade show strategy is a plan or approach that outlines the methods and tactics a company will use to participate in a trade show or exhibition effectively.
It involves setting goals and objectives, identifying target audiences, planning booth design and staffing, and developing marketing and promotional materials.
Why are trade shows so important?
Trade shows are essential for networking, building relationships, generating sales, and showcasing products and services to a targeted audience.