If you are Emperor Augustus Caesar and win several key battles, they name a month of the year after you.  If you are a hard-working trade show manager and have a few successful shows, they might name you employee of the month (don't hold your breath for this).  But no matter what month of the year it is, you need to maximize your qualified lead totals at each show.

As many of you know, a successful pre-shonriw promotion can increase your booth attendance by about 34%.  But what about those prospects who, for whatever reason, do not receive your promotion?  Here, you need to rely on your exhibit presentation.  Seven methods to improve your qualified prospect lead count are discussed below.

Consider these methods when evaluating your exhibit presentation.  With a stronger, targeted presentation your qualified lead count will increase.  They might not name a month after you, but you will be able to put a gold star on your trade show calendar for another successful show.

A qualified prospect is a potential buyer or a person who can influence the decision to buy your offering, whether it is a product or service. Exhibitor Magazine reports that for industry shows, 7% to 12% of a shows total net attendance will be a potential buyer for you.

As an example, a show with a net attendance of 12,000 people will provide you a potential audience of approximately 840 to 1440 people. However, research has shown that although 80% of your company’s potential audience will see your exhibit only 44% usually stops to visit with your booth staff. 

In the above example that equates to 672 to 1152 qualified people will see your exhibit and 370 to 634 people will stop and visit.

There are a number of methods that you can use to attract your qualified prospects. Following are 7 methods that have been proven successful:

1. Present a clear message. A good message presented on the header sign of your exhibit is often more important than either your company’s name or product name, depending on your company’s position within your marketplace. A good message expresses your exclusive benefit or value to the show attendee.

Often a single word or short description can have a very successful and dramatic effect. For instance, if you specialize in the manufacturing of computer hard drives, but your company is not well known, the words HARD DRIVES presented at a computer related show can identify what your exhibit is about. Therefore, those people wanting information about hard drives can easily qualify themselves to visit your booth.

2. Address your prospects and customers. The word “engineers” boldly displayed in your headline or on your exhibit will attract engineers to your booth. Use the words “Dealers Wanted” and you will attract more dealers. Who do you want to attract?

3. Include the word "new". The word “new” has traditionally been the most important word used in exhibits because research has shown that the primary reason 86 % of people attend tradeshows is to see what’s new. However, thanks in part to the internet, attendees often know what’s new before they attend the show, but it still doesn’t hurt to identify your newest offering with a “New” sign. Many attendees now come to shows to find out more specific information about the newest products or services.

4. Include motion. If possible incorporate motion into your exhibit as motion has been shown to be the most effective element to attract people.
 

5. Use attention grabbing words. There are words that have “positive” influence and there are words that have “negative” influence. You should use words that will influence the viewer positively.

Words that have positive influence include:
Fast, New, Sale, Introducing, Free, Save Money, You, Discover, Results, Easy, Proven, Guaranteed, Love, Benefits, Alternative, Now, Win, Gain, Happy, Trustworthy, Good-looking, Comfortable, Proud,  Healthy, Safe, Right, Security, Winnings, Fun, Value, Advice, Wanted, Announcing, Your, People, Why.

6. Use colors. The tradeshow floor is no place to be conservative. Colors definitely influence people so choose colors that will best complement your company and your products or services. Using no color, such as all black or all white can also have a dramatic effect, but be sure they present the correct visual message for your company.

7. Use good lighting. Light is the most effective element in “creating interest, sense of mystery and awe” within an exhibit according to Skip Cox, president of Exhibit Surveys. Good lighting will always attract better than poor or no lighting. A current trend is to shine theatrical lighting onto tension fabric structures and draped fabric.

• Make sure everyone on the booth staff knows their roles and responsibilities.
• Prepare for success. Formulate goals and objectives. What do you expect to get out of this show?
• Prepare for emergencies. Have a contingency plan. 
• Practice your demonstration(s) prior to the show. Test them on co-workers.
• Anticipate questions and have your responses ready.
• Get to the booth early to avoid last-minute glitches.
• Wear your badge on your right lapel.
• Qualify needs before presenting.
• Qualify whether or not this prospect represents a viable sales opportunity.
• Present information to stimulate post-show activities.
• Disengage quickly but professionally from unqualified prospects.
• Maintain an open body posture. 
• Have good eye contact.
• Convey confidence.
• Be Professional at all times.

• Don’t talk on your cell phone in the booth.
• Don’t smoke, eat, chew gum, drink or read in the booth. Arrange for breaks. 
• Don’t talk to your associates-talk to your prospects.
• Don’t let customers with complaints ruin it for others-take them out of the booth and discuss their concerns one-on-one.
• Don’t argue with prospects or customers.
• Don’t stand with your back to the aisle.
• Don’t let the booth get messy or dirty.
• Don’t leave your demonstration area unattended.
• Don’t use inappropriate language.
• Don’t complain about the show, or about being at the show.
• Don’t wear uncomfortable shoes or clothing.
• Don’t badmouth your competitors.
• Don’t assume anything-ask questions. 

Asking price: $6,500

For more information, please contact:
info@advancedexhibitmethods.com

Asking price: $6,500

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $9,000

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $12,000

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $9,500

For more information, please contact:
info@advancedexhibitmethods.com 

Asking price: $7,000

For more information, please contact:
info@advancedexhibitmethods.com