Event marketers attend trade shows to gain leads and for brand management purposes. Whether exhibiting your brand in a small booth or one that is ample in floor space; there are certain elements that must be in place to effectively represent a brand and generate leads that can be transformed into sales.

Event planners are often the managers of a company’s trade show booth, but their value may be best utilized in providing these crucial etiquette rules for trade show displays and representation. There are small aspects of trade show marketing that can go unnoticed by you, but will not go unnoticed by potential clients and customers.

1. Greetings

With so many booths and companies to explore, trade show attendees need a reason to spend time at your booth. Your personality and greeting is extremely important. The way you greet a visitor to your booth can make or break their impression of your company. Stand up and greet everyone. Don’t attempt to access their value or interest by appearances.

2. Body Language

Our body language speaks much louder than our words. As you greet an attendee, be open. Never greet with your arms crossed or sitting down with your legs crossed. This body language tells an attendee that you feel they are not important enough for you to be at your best. Your body language should say that you are excited that you have an opportunity to speak about your brand.

3. Be On Time for Set-Up

Know your trade show hours. You will need time to set-up your booth before attendees arrive. You never want to be in the middle of preparing your booth and displaying your items and information when an attendee is ready to chat with you. Preparedness and promptness says a lot about what kind of business you are representing.

4. No Eating or Drinking at the Booth

Eating and drinking at the booth is highly unprofessional. Having a mouth full of food or drink when someone steps up to your booth to ask a question, is one of the best ways to turn people away from your company or product. Professionalism is always key to a successful trade show experience.

5. Be Engaging

You will not attract attendees to your booth by sitting back and looking uninterested in the process. You must be engaging, by stepping up to the front of the booth, smiling, showing your interest and enthusiasm in what you are doing. Say hello to passersby and offer your brochures and any other reading materials you may have at your booth to those who stroll by. Never assume that because they may not stop to speak with you, that they are uninterested in your products and services. They may wonder about your business later and have no way of remembering who you are.

6. Dress Well/ Be Well-Groomed

You appearance is highly important. The saying about first impressions is still true today. You only have one opportunity to make a good one. You should be well-dressed and well groomed when you are representing your brand. If you are sending an employee or event planner as a brand representative, they should be advised to do the same.  Attendees will not care if they are your assistant or the CEO; they will respond to appearances.

Never let a trade show opportunity pass you by, by being unprepared. Meticulous planning and professional and enthusiastic representation, is vital to a successful showing.

 
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