Marketing with Moxie

It's not easy being green.  I'm not talking about Kermit.  Or being environmentally friendly.   Goodness Grows BoothI'm talking about the color your trade show booth emits as potential customers pass by.  More to the point, the color temperature.  Is it cool, like green or warm like yellow?  Dark, bright, inviting, boring, what?  That color will help draw in your customers and prospects.  It's not  the actual colors you choose, but the design, displays, and importantly, your booth staff's attitude and energy.  Business-to-business trade shows are a staple in mega-industries like medical devices or pharmaceuticals.  Monstrous three-story booths feature plasma TVs and attractive models offering wine and cheese tastings.  But many small businesses take a shot at displaying their wares to consumers at local trade shows or festivals at one time or another.  Some get it and do very well, others, well, not so much.  I was an exhibitor and visitor at the Austin Green Living and Home Products Expo recently. 

Reclaimed Space BoothThere were dozens of local, small businesses -- from burger shops and tea companies to storm windows and landscapers.  But there were just a handful that created a sense of place that made you want stop and chat.  Those booths looked professional and inviting, had smiling representatives and cool "stuff." You don't need a big budget to make an impression.  But that first impression is vital and happens very quickly.  You have about three to four seconds to snare a passerby and turn them into a prospect.  The Green Living Expo gave booth design awards to landscaper Goodness Grows and sustainable builder Reclaimed Space.  These companies took the time to build attractive, inviting product displays and gave their smiling, friendly booth staff matching, branded shirts. 

Many companies make an investment in their booth by hiring a marketing coach to conduct a pre-show workshop.  Role playing, message development, and a simple sales training session can make your booth get results.  Not ready for that yet?  Here are 10 simple tips to make your booth a customer magnet.

1. Be the brand.  If you have a company logo or color, be sure your booth design reflects that. Matching, tablecloths, flowers, even a simple home table lamp can add warmth.  Matching team shirts might look corny, but they make an impact.
2. Build it.  Spend a little money to get an attractive back display or banner that hangs nicely with your corporate logo. Don' t try to do this yourself. I have seen so many booths that were clearly put together in someone's garage.  Yuck.
3. Brag about it.  Say something.  Anything! Even a simple "Hi!"  I am shocked at how many exhibitors just stare at people passing by.  I mean, what the heck are you there for?  Why did you bother to show up if you're not willing to risk being friendly?  Step out slightly into the aisle to hand people a card or brochure.   You'll be surprised how many people will take the item, stuff it in their pocket and read it later.  If you're already talking to a prospect, your booth can speak for you.  Hang up a sign with an eye-grabbing headline that brags about what your product or service can do for your customers.  Think about it like a sensational headline or a really short Twitter tweet.
4. Be prepared.  Brief your team on your goals for the show.  Set up a daily goal of prospects to shoot for, or for product booths -- daily sales.  Reward team members who get the best numbers each day.  Maybe a steak dinner or bottle of wine.  It will keep them more engaged in the sales process.
5. Be generous.  Share samples, tastes, swatches, something that engages your customers.  Offer something free.  But don't hand out chochkies -- giveaways -- that don't tie to your product.  If you are selling wine, give away a corkscrew with your logo, phone, and website. 
6. Be smelly.  At the Austin Greenshow, Terraburger flipped some fee mini burgers.  People flocked there for a taste.
7. Be smart.  Schedule lively tabletalks that actively engage customers.  Be entertaining and interesting.  Give a product demo.
8. Be selfish.  Insist on getting something from your prospects.  Many people are willing to give you their contact info for a premium giveaway item like a cool water bottle that they get right away, not in a drawing.
9. Be smart.  Do NOT cluster in a corner with your booth colleagues and crack bad jokes. It's rude, and it is a guaranteed way to miss prospects. And avoid chairs too. People won't see you if you're sitting down.  Never, ever talk, text, tweet, chat, browse, or check your email on your mobile phone. In fact, turn it off!
10. Be happy.  Smile like an idiot.  Even if your feet are killing you.