Hey there, tradeshow warriors! For those of you who don’t know me, I’m Savanah, co-owner and Chief Marketing Officer at Probitas Promotions. We’ve just celebrated nine incredible years in business, with a whirlwind of tradeshows across the country, spanning various industries. As we gear up for yet another bustling tradeshow season, I’m excited to share some of my favorite tips, tricks, stumbles, and successes with you.
Whether you’re a seasoned tradeshow pro or gearing up for your first event, these insights will help you make the most of your time and effort on the show floor.
Tradeshow Setup: It's All in the Prep
Before you even think about what to pack, you need to do your homework. Here are three essential questions you must answer before planning your booth:
- How many days will you be exhibiting?
- How big is your space?
- What is provided? (e.g., table, internet, power)
Let’s break it down. Say you’re booked for a three-day event, with a 10x10 booth, an 8-foot table, and power provided. First rule? Move the table from the front of your booth! It might sound simple, but keeping that table front and center is a common mistake that creates a barrier between you and potential prospects. A great first impression is key, so shift that table to the side (or ditch it completely) to create an inviting, open space where people feel comfortable approaching.
With the table out of the way, here’s how I’d set up for a three-day show in a 10x10 space with power:
- Backlit backdrop to create a dynamic visual
- Charging station (trust me, attendees will thank you when their devices are low)
- Bar stool chairs for casual conversation
- Merch display (we’ll get to the importance of this in a moment)
Pretty simple, right? The goal is to create a space that’s not only functional but also welcoming and memorable.
Merch is King: Choosing the Right Giveaways
Let’s be real—people love free stuff, and tradeshow attendees are no different. In fact, for many, collecting merch is part of the fun. But not all giveaways are created equal. Your merch needs to do more than just exist; it should align with your brand, resonate with your audience, and be useful or memorable.
Here are my go-to’s that always bring attendees to our booth:
- Bags – Yes, it may seem basic, but tradeshow attendees love a good bag to carry all the other goodies they pick up. It’s practical and puts your brand on display as they walk around the event.
- Writing Instruments – Again, super simple, but effective. My pro tip? Go for a retail brand or a unique pen style that represents your brand’s personality.
- Notepads – Everyone needs a place to jot down notes. Plus, the large imprint area gives you prime real estate for your message or logo.
While these are my staples, I always add one more item that’s either trending in retail or specifically tailored to the industry I’m marketing to. Whether it’s a smart tech gadget or a cool accessory, keeping your giveaway fresh and relevant can set you apart from the competition.
Giveaways That Drive Data Collection
You’re at a tradeshow for one primary reason: to generate leads! That means it’s crucial to capture your prospects’ contact information. One of the best ways to do this? Host a giveaway. But not just any giveaway—one that entices people to share their info without breaking the bank.
My recommendation is to invest in a few high-quality, desirable branded items (think retail brands or unique merch that will leave a lasting impression). Use these as prizes for a contest, requiring attendees to fill out a form to enter.
Pro Tip: Utilize technology! If your CRM offers landing pages with form capabilities, this is a game-changer for efficiently collecting data. No CRM? No problem. There are plenty of online form builders that let you export data directly, saving you from re-entering hundreds of contacts manually.
Staffing Your Booth: The Right Team Makes All the Difference
Finally, no matter how well you’ve set up your booth or how great your giveaways are, none of it matters if your team isn’t on point. Make sure your booth is staffed with an all-star team—people who are friendly, approachable, and genuinely excited to engage with attendees. These are the faces of your brand, and they should be ready to start meaningful conversations and connect with new prospects.
Bringing It All Together
To wrap it up, mastering tradeshows comes down to preparation, smart merch choices, effective data collection, and a stellar team. If you can nail these four aspects, you’re well on your way to achieving a positive return on investment from your next tradeshow. So, go out there, set up an inviting space, bring the best swag, collect those leads, and watch your business thrive!
Good luck out there, and happy expo-ing!