5 Tips for Working a Trade Show Booth

July 4, 2014

Timothy Carter

Timothy Carter is the Director of Business Development for the Seattle-based content marketing & social media agency AudienceBloom. When Timothy isn't telling the world about the great work his company does, he's planning his next trip to Hawaii while drinking some Kona coffee.

Trade shows are opportunities, as we all know, and it's critical to know how to make the most of them for success.

Spend time researching the event ahead of time to find out what your competitors are doing is essential and how you’re going to drive traffic to your tradeshow booth is a requirement.

Head into the event with clearly stated goals and a well-designed booth and presentation. Once you're there, use these tips to leverage the event for your business' success.

1. Stay Upbeat 

It's easy to get discouraged when person after person walks by your trade show boothseemingly without a glance in your direction. Even if you go with the best booth out there, this will happen sometimes. The key is staying motivated and remaining approachable. Look for opportunities to engage with passers-by, even if they don't initiate a conversation. It's no secret why you're there, so don't be shy about trying to make yourself seen and heard! A group of two to three workers can help keep one another motivated during those lulls in traffic. 

2. Stay Refreshed 

Come to the event armed with refreshing snacks and beverages so workers stay fresh and well hydrated. Nothing takes the fire out of an awesome presentation like fatigue, hunger, or thirst. Let workers take turns going on a break, either for a brisk walk around the venue to get some oxygen, or a relaxing sit down at the snack bar. Fresh workers bring more liveliness into their presentations and encounters, and people will respond better. 

3. Know Your Stuff 

There is no substitute for knowing your presentation, understanding how your product or service works and being able to answer deep questions on the subject. Practice ahead of time answering impromptu questions or altering the presentation for a specific person or group. Research what people want to know about your industry, so you'll be prepared to answer common questions. Brainstorm all the questions or comments people could think to make, and have a glowing response to each ready at the trade show. 

4. Have a Prepared Presentation 

Even if you understand your subject thoroughly, you need a predetermined presentation so you can present the topic in a clear, concise, cohesive way to strangers over and over again. A prepared presentation means you don't leave out critical selling points or forget to mention its good reviews. Some successful ways to deliver a prepared presentation include memorizing the pitch, creating a video, developing a Power Point presentation, or setting your booth up like a storyboard to tell your visitors a story. 

5. Grab Their Attention Fast 

You will only have a few seconds to capture attendees' attention in the midst of all the other lights, sounds, and happenings at the show. So set up your booth and tailor your presentation to grab attention fast. Just remember, you have a limited time to convince them your offerings are worth their time, so make every second count.

Take along some sample products, and beef up your booth with giveaways, social media contests, and other crowd pleasers. Every extra bit of oomph you put into it returns dividends in terms of building relationships, solidifying your brand recognition, and garnering leads to further your business.

You’ve probably got a few gems for working a trade show. What are ones that were valuable to you or your coworkers?

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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.