Avoid the Tradeshow Sinkhole

Rule 1: Know Why Are We Here

Decide why you are going to spend money participating in the show. Set up very specific goals and understand what information you are going to gather. Make sure you can measure these goals. Goals need to be specific like “gather 300 names and addresses of qualified persons who we can call sometime after the show to demonstrate our product”.

Rule 2: Know Who You Are Talking To

Everything you do at a tradeshow requires a deep understanding of who is attending, what their needs are and what “jargon” they are speaking. Figure this out and shape your message (your handouts, your demonstrations and your booth signs) so that you are speaking directly to the people who are at the show.

Rule 3: You Have Two Seconds to Tell People What You Do

It goes like this… People who are walking down the aisle will spend about two seconds trying to figure out what you do and if it has any benefit for them. If they can’t figure this out in two seconds, they will turn and walk away. Next time you are at a show, walk around the floor and give the “two second test” to a couple of other participants. To be able to communicate what you do and it’s benefits requires your signs and every part of your display to be clear, concise and short. Full Article.