Published:
04/21/2012 11:34am
How YOU show up is everything!
What type of trade show memories are YOU creating?
As an international speaker and author, I have presented at hundreds of conferences, trade shows and events. I have also been an exhibitor at many events, having opportunity to meet thousands of vendors over the years. One thing I can say with certainty is that how YOU show up is everything.
An inviting booth that is well signed will draw more attention, than a booth that is boring, poorly signed and is unclear as to what product is being sold. At a Children’s Expo, our booth was a popular one, the banner with the smiling dog caught everyone’s eyes.
There are exhibitors I met years ago whose memory is etched into my mind as great examples of what not to do. One exhibitor showed up and without even saying hello to the organizer, she went on a five minute rant (in front of other exhibitors and attendees) about the table cloths, her booth placement, tables being too close together and that’s just the beginning. Her constant complaining to the vendors on either side of her made it an uncomfortable corner to visit. It became evident that her mood, complaining and lack of interest in being at the event not only affected her booth, but also those on either side. Her neighbours had to work doubly hard to encourage attendees to visit their booths. How unfortunate. How this lady showed up left lasting memories of her as an individual, and as a business.
At this same event, there was a vendor that stands out in my mind as a “what to definitely do”. This vendor was having fun. She talked warmly about the event, the turnout, and the many fantastic exhibitors. In fact, I observed her take a customer who had just purchased a bag to a neighbouring booth to suggest how a particular scarf and pendant would match her new bag perfectly. Not only did this vendor sell her own products with passion, she helped her colleagues sell their products. Will this lady be back at the event again next year? You bet. The organizers loved her, so did the other vendors. She showed up with passion, an attitude of collaboration (not competition), and to make this event a memorable experience for customers.
The choice to be remembered is yours, by the way you show up. The choice on how you remembered also lays with you. As you prepare for future events, here are some tips to help you show up in a way that event organizers can’t wait to have you at future shows.
1) Decided how you want to show up. Then, ensure that your actions, interactions, non verbal communication, customer and vendor discussions and your booth set up model this. Train volunteers and staff on your expectations. There is nothing worse than having your volunteers or staff perform in a way that is not congruent to how you want your business to be remembered.
2) Help market the event. Marketing and promotion of an event is not the sole responsibility of the organizer or event planner. There are many activities you can do that are free and will help promote the event, and create a stronger presence for your business. Tell your clients (send them an invitation, a special customer appreciation coupon for purchases at your booth, promote on your social media such as Facebook and Twitter, leave the event information on your voicemail, promote the event by having printed posters at your till, or that accompany every order leading up to the event, tell the media, invite your suppliers, invite neighbouring businesses and these are just a few ideas). These activities will definitely help you be remembered!
3) Introduce yourself to the other vendors. Get to know them, and their product. Find ways to support them, or refer customers at the event to their booth. You will find that this often becomes a cross promotion opportunity and sets up future collaborations.
4) Leave your booth clean. Put your garbage away and leave the area clean. Often event organizers have to pay extra when the venue has to clean up garbage from the vendor tables. Leaving a clean area helps you be remembered.
5) Send a handwritten thank you c
