From the basics about your business to more nuanced questions about your products or services, companies that regularly host trade show booths should be prepared to represent themselves confidently as they answer a wide range of common questions.
In this blog, we’ll explore common questions trade show attendees ask, as well as key considerations to make your next trade show exhibition as successful as possible.
The Key Components to a Successful Trade Show Booth
Whether a company has decided to hire a large staff with the latest technology or stick with a small team and favorite giveaways there are a lot of factors that can make a booth unique.
However, your trade show booth design doesn’t necessarily require every bell and whistle to be successful. There are a number of established, easy-to-implement features that your target audience expects to help your booth go from ho-hum to eye-catching.
Prioritize Person-to-Person Interaction
Customers will arrive at your booth seeking specific information. And while printed materials are great at conveying information, they are ill-equipped to answer your customers’ more nuanced questions to ask vendors at a trade show. After all, they are interested in how your company can help them.
Common trade show questions you can expect might include:
- What are your company’s services?
- What makes you different?
- How much does your product or service cost?
- With which industries does your company regularly partner?
- What are some examples of successful projects your company has completed?
- Are there any promotions or discounts your company offers?
This is where your sales and marketing teams can be most effective. By designing a booth with different areas or zones, you can create an experience that is spacious enough for group demos, hands-on interactions, and more intimate discovery conversations—all simultaneously.
If you have a larger booth space, it can make sense to plan different tables, sections, or product displays. Sometimes built-in meeting rooms are a great way to create a private area your potential customer would feel safe discussing their business goals and needs.
In smaller spaces, it’s often not possible to set up numerous tables or private meeting rooms. When you're exhibiting in a 10x10 or even a 10x20, be conscious of how much space you and your guest have to move around comfortably in the booth. As a general rule of thumb, we like to allow 3ft or so between each display element. Having enough space will make the booth feel comfortable and encourage your guests to stay and learn more about your brand.
No matter what size booth space, always train your staff to peel visitors off from the larger group to answer their specific questions, and ask questions of your own so your company is better equipped to serve them.
Effective questions to ask trade show attendees might include:
- The size and industry of their company
- Common challenges their company faces
- What they are hoping to achieve
- What timeline are they thinking for their goals
- Customer service needs
- Who are their competitors
- Whether they have visited other vendors on the show floor
Standardize Your Script
The goal of any trade show floor interaction is to convert prospective customers into actual customers. However, sometimes your trade show booth visitors are perfectly content staying at the top of your funnel.
This is where your show marketing script comes into play. Whether you’re outlining a new service offering, highlighting a product’s key features, or showcasing a recent success story, the details you offer (and more importantly, the details you don’t) are going to be critical in converting your customers.
Offer too much information and your visitors may be overwhelmed. Offer too little information and they may walk away from your booth frustrated and with unanswered questions to ask exhibitors at a trade show.
By leveraging the details you’re already using in your marketing campaign, you can ensure you’re fueling your lead generation pipeline with every interaction.
Allow for Passive Brand Interaction
Not every conference or trade show attendee will have the time or wherewithal to stop and speak with your sales team. For these passers-by, ensure your booth utilizes:
- Large trade show displays with clear branding that can be seen through a crowd,
- Pop up displays or banner stands that flank your table,
- Exhibit designs featuring short URLs or QR codes that point to your website, social media pages, and more,
- Thoughtfully-designed print pieces that answer common questions and are easy to grab.
Don’t Sweat the Large Things
Ultimately, it’s important that your customers know whose booth they are visiting. Our large 10’ x 10’ displays are perfect for attracting the right kind of attention from the right kind of customers.
MODdisplays offers a wide range of large trade show displays, offering premium features such as backlighting, easy assembly, fabric materials, and more. Partner with MODdisplays and find the perfect display for your next trade show.
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