It's convention season again and having attended a few - as attendee and as exhibitor I'd like to remind us of the rules of the booth
Do
Make it easy for delegates to approach you (see the "Don'ts below)
Dress to a slightly higher standard than attendees - you are a brand ambassador
Remember to smile and use open ended questions as attendees browse your materials
Have a way to collect prospect data - a business card for a lucky draw? A QR code to scan? Got white papers they can download?
Have blank business cards for those who run out, or a google sheet on your phone
Hold a lucky draw every day you are exhibiting, or even twice a day. Vary the prizes
Staff the booth for the peak traffic times (before first session, during lunch and breaks and following last session of the day) AND for the quieter times. Yes you need a roster so everyone is clear
Know where the emergency exits, coffee / food booths are and how to get to the toilets
Set up appointments with clients, prospects you know that are attending to drop by for a chat
Have an interactive feature in your booth. Tech is all the rage, but Human is still cool... what can you set up to draw people in?
Attend some of the plenary and "tracked" sessions - have something to talk about that's not just your products
Discuss how you are going to engage people walking past your booth - what questions will you ask to draw them in?
Practice / rehearse your talk track about your company, products, point of view and any industry trends you think are pertinent. Make sure your team can do the same
Plan to follow up swiftly (next day is good guidance) to everyone you connect with in person. Have a similar plan for the cards you collect
Don't
Eat while in your booth - step away to do so
Work on your computer or spend an inordinate amount of time on your mobile device - you look busy and not approachable. If you must use a device, leave your booth and stand elsewhere
Sit during peak traffic times (see above)
Stand in groups and chat with your colleagues: This can be daunting to more reserved or introverted prospects
What would you add to the above?
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