It costs big dollars to attend a trade show. The booth, banner, collateral, power, furniture and Internet are big ticket items. Add the cost of travel, food and lodging for the employees to attend and you are talking about a serious investment.
In some cases, just being there is enough. It is a good exercise in branding. Maybe your CEO is speaking and this gives people a chance to see your wares after his talk - or meet him*.
However, if you are going to be manning a trade show booth, here are 4 tips for you.
Wear comfortable shoes. If I could give you one tip, it would be that your feet and legs will hurt after three days of booth duty. Dr. Scholls gels may help.
Have an upbeat attitude. No one wants to talk to a grump. Smile. It's infectious (sometimes). If you can have fun with the other people in the booth, everyone will notice. Fun is attractive. Don't talk to each other. Spend the finite exhibit hall hours engaging attendees and other exhibitors. Maximize the time on the floor. To drive traffic, make appointments at your booth. Look outward. No backs to the aisle. Be inviting. Say Hi.
We spend hours glued to our gadgets. The two places it isn't polite are during a meal and in a booth. Unless you have a medical emergency in your family, the gadgets can wait until after booth duty. You can't talk to someone with your nose in your phone. Also, if you are that engaged with your device, do you think someone would want to do business with you?
Booth hours are very limited. It may seem like a lot of time, but it isn't, Make the most of it by being present.
* yeah, like the CEO will be in the booth.