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Make the Most of Your Trade Show Appearance

Make the Most of Your Trade Show Appearance

Deciding to invest time, energy, and money into a trade show appearance is a big decision. While it presents an opportunity to secure new customers, leading to higher sales, it can also result in losses if you can’t convert visitors into buyers.

To help ensure you get the most out of your trade show investment, here are some tips designed to give you the best experience possible.

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Choose the Right Trade Show

The first step to a great trade show experience is picking the right one. Begin your search by focusing on shows that are for the product or service you are offering. You can use basic web searches to get you started, but you may be able to save time by connecting with industry associations related to your product or service. If you are interested in smaller shows, your local Chamber of Commerce may have information regarding nearby events.

Once you have a few in mind, do your research regarding the standard visitor. Some larger shows attract a lot of attention but do not necessarily bring in a lot of potential customers. Often, the show manager can provide you information regarding the previous years to help you determine if the event is a good fit.

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Determine Your Goal                   

You shouldn’t participate in a trade show without a clear goal in mind. Participating in the event requires an investment of time and money, so it is important to focus on what you intend to accomplish. For example, you may prioritize sales, generating press, demonstrating a new product, or simply building a rapport with customers. By understanding why you are there, you can keep all of your efforts working in a primary direction throughout your time at the trade show.

Staff Appropriately

At a minimum, you need at least one other person to support your trade show booth. This allows you each to take breaks when needed or steal a moment to check out the competition, without running the risk of leaving your space unattended. Larger events, with a high number of visitors, may require more personnel so that potential customers can be addressed in a timely fashion.

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Make sure your staff is knowledgeable about the product or service, and fully apprised of your goals regarding the event. Focus on being friendly, upbeat, and approachable. It is wise for you and your staff to be easily identified as representing your company, so a standardized uniform, or a coordinated look with name tags, help separate your employees from the visitors.

Promote the Event

Part of your success is dependent on the success of the event overall. Make an effort to advertise your intent to attend as well as noting the name of the show. Mailing and email lists can be quite effective, though you may yield better results by contacting your top customers over the phone.

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If appropriate, contact any local press about the event. Send out press releases to highlight noteworthy portions of the exhibit, especially if you intend to unveil a new offering during the trade show. Consider creating press kits and have them brought to the event’s press room area to raise your chances of being covered.

Design Your Display

The quality of your trade show display is vital to your success. You need to keep your space well-organized while also taking the time to make it visually attractive. While having some high-impact visual elements can bring in visitors, avoid overloading the senses with too many graphical details. Make sure you include one large graphic that can be recognized at a distance. Any takeaway materials need to be highly accessible and easy to identify.

Make Follow Up Easy

Prior to the event, create a follow-up mailer, email, or newsletter. That way, you already have the content you need immediately after the show. When collecting contact information, determine a centralized method for consistency. You can even use a giveaway as a method for collecting potential customer data, allowing the information to be provided directly by the visitor and deposited in a specific place.

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Last Updated on April 8, 2020

Why Assuming Positive Intent Is an Amazing Productivity Driver

Why Assuming Positive Intent Is an Amazing Productivity Driver

Assuming positive intent is an important contributor to quality of life.

Most people appreciate the dividends such a mindset produces in the realm of relationships. How can relationships flourish when you don’t assume intentions that may or may not be there? And how their partner can become an easier person to be around as a result of such a shift? Less appreciated in the GTD world, however, is the productivity aspect of this “assume positive intent” perspective.

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Most of us are guilty of letting our minds get distracted, our energy sapped, or our harmony compromised by thinking about what others woulda, coulda, shoulda.  How we got wronged by someone else.  How a friend could have been more respectful.  How a family member could have been less selfish.

However, once we evolve to understanding the folly of this mindset, we feel freer and we become more productive professionally due to the minimization of unhelpful, distracting thoughts.

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The leap happens when we realize two things:

  1. The self serving benefit from giving others the benefit of the doubt.
  2. The logic inherent in the assumption that others either have many things going on in their lives paving the way for misunderstandings.

Needless to say, this mindset does not mean that we ought to not confront people that are creating havoc in our world.  There are times when we need to call someone out for inflicting harm in our personal lives or the lives of others.

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Indra Nooyi, Chairman and CEO of Pepsi, says it best in an interview with Fortune magazine:

My father was an absolutely wonderful human being. From ecent emailhim I learned to always assume positive intent. Whatever anybody says or does, assume positive intent. You will be amazed at how your whole approach to a person or problem becomes very different. When you assume negative intent, you’re angry. If you take away that anger and assume positive intent, you will be amazed. Your emotional quotient goes up because you are no longer almost random in your response. You don’t get defensive. You don’t scream. You are trying to understand and listen because at your basic core you are saying, ‘Maybe they are saying something to me that I’m not hearing.’ So ‘assume positive intent’ has been a huge piece of advice for me.

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In business, sometimes in the heat of the moment, people say things. You can either misconstrue what they’re saying and assume they are trying to put you down, or you can say, ‘Wait a minute. Let me really get behind what they are saying to understand whether they’re reacting because they’re hurt, upset, confused, or they don’t understand what it is I’ve asked them to do.’ If you react from a negative perspective – because you didn’t like the way they reacted – then it just becomes two negatives fighting each other. But when you assume positive intent, I think often what happens is the other person says, ‘Hey, wait a minute, maybe I’m wrong in reacting the way I do because this person is really making an effort.

“Assume positive intent” is definitely a top quality of life’s best practice among the people I have met so far. The reasons are obvious. It will make you feel better, your relationships will thrive and it’s an approach more greatly aligned with reality.  But less understood is how such a shift in mindset brings your professional game to a different level.

Not only does such a shift make you more likable to your colleagues, but it also unleashes your talents further through a more focused, less distracted mind.

More Tips About Building Positive Relationships

Featured photo credit: Christina @ wocintechchat.com via unsplash.com

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