You Want Me to Look Where? • You Can't Just Show Up • Choosing the Right Tradeshows • Tradeshow Safety and Security • Training Workshop: October 21st

You Want Me to Look Where?
We forget how visual a trade show really is. The exhibits, the signs, the handouts and the demonstrations—all are supposed to draw attention. But, when you walk the aisles, stand in a booth and talk to people, our eyes pass over a sight and our brains scream—wrong! Sometimes it’s very subtle, sometimes it’s a “how awful” response. It registers what we see as a mistake and the exhibiting company, or individual, should have known better.

Here are some tips for improving what people see:

Name badges? This is so simple and so important. Put that name badge on your right side, near your collar bone? Why? We shake hands with our right hands and our eyes travel up the arm. Trade shows are professional events. Don’t put name badges on the left lapel, your sleeve, your chest or your waist. If you use a lanyard (badge on a necklace), put a knot in the back and pull it up closer to your face. The purpose is to have your name nearest to your visitor’s sight of vision and your face.

Literature? Don’t pile up and/or throw everything your company has ever printed onto a table. Don’t bring it (literature) at all. Save something to send later. Save a tree or two in the process too. If you do use literature, place it in stand-up literature holders. Make it appealing, not appalling.

Computer monitors? Don’t make people lean over a low table to view a small screen. Laptops are hard to read, especially if you’re using regular text size. Make a special program for the show with larger text and simple graphics. When possible, use a large monitor or plasma screen. Raise the screen up to eye level. Use a 40 inch high table or podium. If you have only a 30 inch high table, put the monitor on a box draped with flame retardant fabric, or don’t use a computer presentation at all.

Graphics on the exhibit? If you have full-length graphics on your exhibit back wall, don’t put a table across the front of your booth area. Don’t create a barrier reef. Move the table to the side so visitors can see your message.

Food & drink? Never in the booth. Period. Understand you’ll need to eat and replenish your fluids. Plan your refreshment time around your booth duty time and never in the booth.

Cell phone? Never in the booth. Period. When you’re on the phone, people don’t want to interrupt you–plus, you could have just lost the opportunity of speaking to a great prospect or client! If you must use your cell phone, step outside the booth area. Silence the ringer or turn it off completely. Your attention should be on the trade show visitors and potential new clients.

Remember, at a trade show you’re on stage the entire time. From the time you leave your home until the return, you are the company. Represent your company professionally. Be proud of your company and make them proud of you.

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