Present at Trade Shows Examples
How do you maximize opportunities when exhibiting at trade shows, exhibitions and industry events?
Normally, the cost of booking your stand, building your stand, and having people present throughout the event is enormous, so you want to take advantage of every opportunity.
I was recently asked by the Institute of Chartered Accountants Australia to present a meeting for exhibitors during their career evening in Perth, Western Australia. At this event, 33 exhibitors from the four large and medium-sized accounting firms, mining companies, banks and even the tax authorities vied for the attention of over 500 accountants from four colleges.
Below are the 12 tips I shared with the exhibitors and a bonus tip. I easily adapted these to a wider audience. With bonus tip 13 you can create a checklist for the appearance of your employees and your stand.
1. Understand the different profiles of the participants
Who would you like to wear? And who would be unsuitable for your requirements? Prepare your qualifying questions in advance.
You do not want your people to get stuck in long discussions with inappropriate visitors and that the very people you want to wear go away because they are unable to talk to you.
On the other hand, beware of treating attendees as if they were “tire kickers”. Some visitors who may not have the right profile for your organization may turn out to be excellent word of mouth ambassadors. They meet friends and colleagues at the event and say, “You must try XYZ, they are a way out of our league, but what they offer is just right for you and they are so friendly and helpful.” ”
2. Think like a participant
At a career fair, it’s likely to be your last graduates the participants will refer to. It was not that long ago that they walked in the shoes of the participants. To further support this process, you must ask yourself two questions:
1) What did you do when you participated in events like this?
2) What else do you want and why?
Now discuss what each of you has identified based on these two questions. and work out what you need to do to help participants make the most of this event.
3. Your exhibition purpose
Its purpose in exhibiting is to be noticed, remembered, familiar and preferred. By being noticed, I refer to the good side of being noticed. If you’re still busy setting things up as the first participants come in, that’s the bad side of notice!
They are in the exhibition and have to be prepared and prepared for the first visitors.
4. What makes you approachable?
Smile open – It relaxes you and your demeanor and body language give the right message to the participants.
A readable name tag – that says you are a real person and not a business representative.
To be seen, to listen to others – when you listen to others, you notice it. Her body language says to participants: “They are important.” Participants want to talk to someone they feel like this.
To be seen with other participants as they laugh – This relaxes people and makes it easier for them to approach you.
5. What keeps the participants away?
Does that show your attitude? – Sometimes team members are made by the press to participate in career events and other fairs. If they think, “This is a waste of time, I have more important things to do than being here.” Your thoughts and beliefs determine your body language and your vocal sound. People unconsciously pick this up.
The Sentinel – arms crossed and feet apart like a bouncer in a nightclub. It is the attitude “Thou shalt not endure.”
Looks like you’re ready to go – the participants do not like being attacked by a bird of prey.
Keeping your brochures or brochures – without being aware of them – can be a barrier that makes you less accessible. Put down your brochures and give-aways. They can be a barrier between you and the participants, especially if you hold them in front of your chest.
Checking Your Phone – It can be a quiet moment at your booth when you’re talking to your phone, texting or scrolling. The message says, “I’m busy, do not interrupt.” Even from a distance, people will notice and avoid you. Go from your stand or to a secluded area to make calls and check your phone.
Closed in conversation with other employees – this also gives me the atmosphere, not to interrupt me.
Seen in a conversation with a person included – this gives the warning “Oh oh”. Other participants avoid you, so they will not receive similar treatment.
6. Opening sets
Avoid the beginner opening lines like “How are you? Can I help you? Do you need support? Would you like a brochure? ‘
They encourage answers like “Fine,” “Good,” and “No, thanks, just look,” which will get you nowhere, and attendees just go away with your booklet.
Of course, some participants may have specific questions for you and will start the conversation, which is great.
Good opening questions for you could be:
“What did you find useful so far?”
“What are you still looking for today?”
“What brings you here?”
“What helps you to know about us / our product?”
7. How participants receive information
There are three ways people absorb information:
The participants are bombarded by sensory stimuli every second they are at your event. While different types of participants have a stronger inclination for one than the other, all three factors are involved in absorbing information. and research shows that up to 95% of the impressions generated can take place on an unconscious level.
You have to be aware of this and do everything to be seen in the best light.
As an example of the visual stimuli we consider the personal presentation. You must have a chic, casual image, perhaps in matching uniforms or T-shirts, and be well groomed. In my experience, most exhibitors do that pretty well … from the ankles. Below the ankles is often forgotten. But it sends a message, even if the students are at a career fair. What message does the condition of your shoes convey about accuracy, professionalism and attention to detail in your business?
8. Your purpose in answering a question
When you answer a participant’s question, you must fulfill three goals:
1) To answer accurately and precisely
2) Formulate your answer so that the participant understands it easily
3) So that the person feels comfortable when she has asked the question
It is this third goal that most people seldom think about.
However, it is crucial that the participant feels at home with you. Many participants are worried about asking “stupid” questions, so they do not really share their questions and concerns. When you make them feel good, they become more confident and more likely to share the real issues that matter to them. For example, you can say, “I’m glad you asked,” “That’s a good question,” “That’s interesting, I have not been asked that today.”
9. Identify the common point of interest
The first conversation is about making things in common. Ask unanswered questions that are likely to identify a connection, and then provide insight that is relevant to them. For example, at a career fair, this is likely – “I never realized until I started working here, that …”
Adjust your CPI (Common Point of Interest) to the respective person. It is not a standard point. You may have three or four alternative insights to choose from. These are things that give you a behind-the-scenes look at what it’s like working for an organization like yours.
10. Your ‘What’s next?’ strategy
After identifying suitable candidates, realize what they should do and what you will do. Have a few clearly formulated and agreed instructions to guide you to the next step.
For example, “Based on what you said, I should get your data and …” or “Have you already registered for our …? Here’s what you need to do.”
11. Establishing contact with several participants, if no one-to-one interviews are possible
Most of us are more confident in directing their comments and attention to one person. At an event like a career fair this is not always possible. Here are some hints:
Do not just focus on one member of the group
Use inclusive body language
Forward a comment or a question to the others after the first person, eg. “Good question, is that something that would interest others here?”
Ask (then address) a certain legitimate question of the group and measure the reaction of the different participants. Set up your follow-up comments to those who are with you. In this way, some participants can get off and take other interested participants their place.
12. Get rid of people who corner you
Use active listening techniques to get to the heart of things. Once you have confirmed your understanding, answer the question: “I would not dominate your time here, I’m sure you need to check out other people, so be sure to come back if you have more questions.”
Have a recognized rescue code with your colleagues. Even if everyone else is involved with other participants, you may see the message “Does anyone have our D3 flyers?” This could be the code for “Help, someone will save me quickly!” His. A colleague might say, “Sorry, I do not think we have D3 flyers anymore, but I have a participant here who asks a question about your field of expertise. Can you join us for a moment?”
If you have to switch to unsuitable candidates, do it tactfully without offending them. Instead of “No, you do not qualify because your grades are not good enough”, you phrase it as “Provided your grades are …” must … “phrase it” Our current selection criteria are … “The implication is that there may be opportunities for this participant in the future, as we all know, some people are late bloomers and we do not want to belittle them when it is not necessary.
The tips above were written for a short career night. Many of the events you attend will take much longer from field days at regional fairs to two- or three-day exhibitions. Here is an important tip for these longer events.
13. Bonus tip: Create a checklist for the looks of your employees and your stand
Wear elegant and comfortable shoes every day. If you wear unsuitable footwear, your feet and back will soon hurt and you will spend more time sitting. This makes you less inviting and open-minded – unless you sit down with a participant.
The stand should be as 35, 65 and 95% on the way through the event as presentable as at the beginning. Your most valuable customer can arrive at any time and judge you by what he sees.
Regularly check your display and promotional materials and make sure they look perfect.
Dirty coffee cups should not be visible. It’s amazing how they affect the professionalism of your stand.
Do not eat at your stall.
These are just a few of the things you should add to your checklist. Check this out before every event and get advice from all the team members who will be there. Their reputation is at stake, which makes this an invaluable exercise.