How to Effectively Work a Trade Show Booth

One measure of the success of a trade show is your return-on-investment in the form of qualified leads and new customers. How many new leads you make is highly dependent on how well you use your booth time, and the impression you make on attendees. If you have been selected to work the booth for your company, you have a very important job ahead of you.

Instructions

Difficulty: Moderately Easy

Things You’ll Need:

• Background information on your company's products and services
• Booth attire
• Business cards
• Business cards
• Card scanner
• Product demos, if needed
• Product literature
• Giveaways, if needed

Prepare Yourself Before the Show

1. Take time before the show to review your company's products and services, even if you feel you know it well. Your product knowledge will be the most important thing you offer, and it will shine through when you are asked to field questions.
2. Make sure your booth attire is neatly pressed, and your shows are shined. Be as well groomed as possible.
3. Make sure you have an adequate supply of business cards. Allocate at least three hundred for a large show.
4. Attend media training if your company offers it. If not, spend time with your Marketing Manager so that you understand how she wants you to handle the press and analysts when they visit the booth.
5. Make sure you are comfortable with how to operate demos if your trade show booth will feature them.

Work the Booth During the Show

6. Reach out actively to attendees passing by with a smile and a hello during your booth duty time.
7. Ask each visitor about their company, their projects, and their interests. Be genuinely interested in each and every visitor. Even if they are not solid prospects now, they may join another company in the future that is a perfect fit for your services.
8. Scan as many business cards as possible. Offer your giveaway to them in trade for scanning their badge. This helps your marketing team compile contact information about every visitor.
9. Make sure that all visitors with genuine interest in your products receive the appropriate literature, and your business card.
10. Place some of your literature in partner's booths, to drive traffic to your trade show booth, if possible.

Tips & Warnings

• Try to anticipate questions ahead of time. This will make you look like more of a pro during the actual show.
• Make sure your shoes are comfortable if you have a long shift.
• Don't be afraid to ask questions of the trade show organizers if you don't understand something.
• Don't wear strong scents or heavy makeup, it can be a turn off.