Tricks of the Trade Show: Engagement
For any trade show to truly deliver value, participating brands must focus on not solely themselves, but the people standing in front of their booths. Audience engagement is a necessity during these events.
If representatives come off as just a corporate head, instead of someone who is truly trying to help prospective customers address their needs, then establishing a long-lasting relationship is made that much more difficult.
Speaking with Great Falls Tribune, Michael French, a financial adviser with Waddell & Reed Financial Advisors, said trade shows are effective, but long, placing even greater emphasis on engagement throughout the entire event.
“You need to smile and make eye contact. I don’t bring a computer and I stay off my phone while I’m in the booth. You need to talk to people as they go by. If you are not doing that, it’s just a waste of time and money to be here,” French told the news source.
If employees are expected to be on their feet for the entire duration of a trade show, brands may want to do a little more to make sure participants are more comfortable. French said that rather than subject himself to standing on hard concrete, he brought a padded rug to a show, which “made a big difference.”
Perhaps the most important point highlighted by French’s interview with Great Falls Tribune was the fact that he does not attend trade shows to boost sales right then and there. This a problem some brands can experience if they push too hard to sell their products and services to everyone who walks by their booth.
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