Essential Do’s and Don’ts for Maximizing Your Trade Show Impact
At NPARALLEL + Atomic Props, we understand that a company’s trade show presence is only as strong as the team representing it on the show floor. Your staff isn’t just selling a product or service; they’re embodying your brand’s voice, values, and overall experience. This role is crucial, as it directly influences lead generation, ROI, and how your brand resonates with attendees.
Selecting the right team is step one, but it’s just as important to ensure they are fully prepared for what lies ahead. Even seasoned professionals need a refresher on booth etiquette, trade show strategies, and potential pitfalls. Here are some key do’s and don’ts to make sure your staff is ready to deliver an engaging and unforgettable experience.
The Do’s: Strategies for Success
Anticipate the Unexpected Questions
The reality of trade shows is that staff will face unexpected questions—it’s not a matter of if but when. Unanticipated inquiries can catch even the best-prepared employee off guard, slowing down the interaction and impacting the overall experience. To stay ahead, your team should be well-versed in the latest industry trends, potential disruptions, and any hot topics—whether it’s a product recall, market shifts, or sustainability issues. Pre-show preparation should include group discussions about possible curveball questions and the development of key messaging to handle them with confidence.
After each day of the event, debrief with your team to discuss any unusual or difficult questions that arose. This collective insight will ensure everyone is better prepared for the next day.
Ask the Right Questions
The best way to start a conversation is with an open-ended question. Avoid generic questions like “Can I help you?” and instead ask something that invites a meaningful response. Encourage your team to brainstorm a list of engaging openers and use a variety throughout the event. Remember, trade show attendees are inundated with sales pitches. Shift the focus from pitching to having authentic conversations—this will leave a lasting impression and set your exhibit apart from the rest.
Maintain Eye Contact
Eye contact is a small detail that can make a big impact. It’s not just about politeness; it’s about connecting. When staffers maintain eye contact, they can gauge whether the attendee is interested and how best to guide the conversation. Eye contact helps your team read subtle cues, determine if the person is ready for more information, or if it’s time to let them explore the rest of the show floor. It’s all about making meaningful connections.
The Don’ts: Pitfalls to Avoid
Don’t Eat or Drink in the Exhibit
Eating and drinking at your booth sends an unprofessional message, creating awkwardness and deterring potential leads. Unless you’re exhibiting at a food-related show, we recommend that all eating be done in designated areas. Trade show break rooms are often excellent networking opportunities, filled with media, potential partners, and even prospective clients. Use your break as a chance to connect with these individuals and further extend your brand’s reach.
Don’t Trash Talk the Competition
Trade shows can be competitive environments, with many brands vying for attention. Staff will inevitably be asked how your company stacks up against the competition. The golden rule: keep competitor names out of your conversations. Avoid negativity and focus on your brand’s strengths. Talking down competitors can reflect poorly on your company’s professionalism.
If you’re asked directly how your brand compares to another, stick to what makes your brand unique and valuable. Keep the conversation focused on your differentiators and why your product or service is the best fit for the potential client. It’s not about what the competition is doing wrong; it’s about what you’re doing right.
We hope these tips were helpful to you, feel free to share this article with your team to ensure a smoother trade show floor execution.