In all the years that I have participated in trade shows, I’ve observed the majority of vendors not really understanding why they are there. As much as we all want to or need to sell product to survive, the true purpose of a “Trade Show” is to showcase your company and build brand awareness. It is the marketing to the public of who you are. It needs to be seen as a part of your marketing budget (not advertising or sales). We must keep this clearly in mind and be sure to keep your message simple. You only have a few moments to present your company to the attendees so make it memorable!
Be sure to engage with the attendees. To expect them to come to you is expecting way to much! People are tired of being sold “at” and will avoid eye contact unless they need you specifically so it is your responsibility to lead them in conversation and educate them. Much like going to a social gathering, you should never start with trying to sell anything. Instead, I would recommend that you help them to identify their own needs and then help fulfill them!
Always gather information on people so that you can follow up with them. Have a free drawing at your space or make them an offer that they can’t refuse. We all like free stuff don’t we? Make the offer in exchange for their contact info. Make it a great show season.