How to Increase Traffic to Your Tradeshow Booth

September 6, 2013

As an event organizer, retaining exhibitors is an important goal. What keeps exhibitors happy and keeps them coming back? Attendees.

Let’s consider how we can get attendees and exhibitors engaged with one another in a meaningful way. “Stamp my card” so I can qualify for a prize drawing is not a meaningful way. “Give me a pen” is not a meaningful way. “Hi, I see you are from Sheboygan”, is not a meaningful way.

When you are exhibiting at an event, it’s important to cut through the clutter and stand out. If you are going to exhibit at a trade show, why would you NOT look at it as a money-making opportunity?  Oh, I’ve heard the lame excuse: “Everyone knows our company.” Assuming that “everyone” does (an unlikely assumption), does “everyone” know the full range of your products and services? Have you established a relationship with “everyone”?

By assuming that “everyone” knows your company, you are making the further assumption that there are no new entrants in the market, no new prospects. Even in the highly unlikely assumption that everyone does know your company, perhaps some of your customers have new people who are just looking for the opportunity to shake things up, like finding a new vendor to replace you.

If your organization offers products that people need or want, it is improbable that no one will visit your exhibit. It is unlikely that not a single visitor will represent a real, live lead.

Here's two high-tech ways to make your booth the most popular at your event.

1.)    Be the Charging Station.It's shocking that so many shows don't offer attendees a charging station. Especially with intermittent Wi-Fi that tends to really drain your phone battery while searching for a signal charging up is a necessity. Even when a show offers a charging station it is often just a power strip and a table. Instead offer a charging oasis to drive traffic.

Key tip: Don't waste this opportunity. Have a video demo on loop at the charging station for your captive attendee audience, after the video is over, ask what their business challenges are and what they came to the show to find.

To become the charging station you'll need:

·       Two power strips.

·       High/pub table, two stools.

·       iPad or video monitor.

·       Multi-Charger. Try the ChargePod, for $39.95, you can charge up to 6 devices at once with one outlet. Has interchangeable tips and is compatible With 3,000+ devices.

2)    Be the Wi-Fi Hot Spot. At your booth, create a broadband cellular hot spot, using a MiFi. What's a MiFi? MiFi stands for "My Wi-Fi". A MiFi device can be connected to a mobile phone (cellular) carrier and it provides internet access for up to ten devices. It costs around $50 a month. Check out Clearrecommended by David Pogue of the New York Times.

That’s my take. Tell me, what do you think of these ideas? Need more fresh ideas to boost traffic to your booth? Download the Ebook: 25 Ways to Boost Traffic to Your Tradeshow Booth. It includes a printable checklist and a special tip just for event organizers.

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