By Alan Graner
I’ve gone to a lot of tradeshows over the years—from COMDEX to locals—and I’ve noticed a disturbing fact at all of them.
I can’t tell one from the other. All I see are names like Acme Tools or Acme Software or Acme Containers. Almost none of the booths give me a reason to stop and inquire.
Chances are, the same is true about your booth.
“Buy from me, I’m anonymous”
Imagine, if you will, walking down a supermarket aisle. On the shelves are row after row of cans labeled only with the company’s brand name. There is no information about what the can contains. Could be lima beans. Could be spaghetti. You don’t know.
Are you going to stand there and contemplate whether or not you should take a chance and buy a few cans? Or will you simply move on to another aisle?
Draw attendees to your booth for just a couple of dollars
What you need is something that makes you stand out from the other guys. Something that will grab attention. That will bring prospects into your booth.
May I suggest boldly displaying your USP?
USP is your unique sales proposition. It’s what convinces people to purchase from you rather than the competition.
Let me give you an actual example.
I was in a section of a tradeshow specializing in WiFi equipment. After passing dozens of me-too exhibitors I came upon a booth that proclaimed: “Get twice the performance for half the price.”
That got my attention. That got me to stop and ask how they did it.
Try this test
At your next tradeshow, invest a few dollars to prominently display your unique sales proposition. It could be on your booth itself, on an easel or banner—wherever—as long as attendees can easily read it as they walk by.
Examples might be “Guaranteed on-time delivery or it’s free,” “We increase productivity 17% at no extra cost to you,” “The indestructible portable keyboard”—you get the idea.
Afterwards, compare the number of attendees at your booth, badges scanned and inquiries or sales with last year. Chances are you’ll see an improvement.
Bottom line: you’ve got nothing to lose and everything to gain. (Not a bad value proposition in itself.)
What insider tactics do you use to attract attendees to your booth?
Image: Right Brain Photography
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA based marketing communications firm. For a complete tradeshow PR campaign, email Jeffrey Swartz at email@example.com.