How Small Businesses Can Make a Bigger Impression at Local Events
It seems sometimes larger companies have a built-in advantage when attending trade shows. Larger space. Bigger budget. More staff. However, the businesses that are remembered by attendees at smaller local events aren’t always the largest ones. Sometimes, it’s those that appear the clearest, most welcoming, and provide the easiest understanding in under three seconds.
Make Your Message Simple to Understand
Attendees rarely pay full attention to each and every booth. They are usually walking around, talking to friends/colleagues, holding shopping bags, checking the time, etc. And trying to determine which vendors to focus on. Therefore, your responsibility isn’t to tell them everything at once. Your goal is to clearly show them one element.
What is the number one reason someone would want to talk with you? Are you going to be able to save them time? Help them find a special gift? Help them improve their home? Solve some of the frustration that exists from doing business? Then clearly place that concept somewhere, and people will see it quickly.
Your signs, brochures, free samples, and opening line should all lead toward the same objective. The clearer your message is, the less pressure you put on potential customers. If they know exactly what your company does, then they can easily decide if your services/products fit into their needs.
Use Your Space Wisely
You don’t necessarily have to fill every inch of the exhibit space. In reality, cluttering your area could cause many potential customers to pass by simply due to being unsure of where to direct their gaze. Choose a limited number of visually appealing items and give them enough space so that they appear uncluttered. Examples of these visually pleasing objects include clean tables, visible pricing, nicely displayed samples, sufficient lighting, and strategically placed banners. A custom exhibition stand build may help create a more polished appearance at larger events; however, the principle remains the same. Your area should act as a guide for visitors, not as a source of confusion.
In addition to creating an inviting space, consider visitor comfort. Can a person stand directly in front of you without blocking the path to other booths? Is there adequate space for a visitor to pick something up, ask a question, write down information, or collect your business card? Each of these small considerations contributes greatly to how approachable your business appears to others.
Create More Meaningful Dialogue
Many times, the greatest connections are created through everyday conversations at events instead of aggressive sales pitches. Ask something that provides value and is easy to respond to. “Have you ever used something similar?” Or “are you looking for something specifically today?” Seems less like scripted responses than starting off with a rehearsed presentation.
Pay attention to why someone chose to visit you. They may not need your product/service immediately; however, they will likely remember how you treated them during their visit. Engaging in a respectful dialogue can resonate with visitors long after they leave your area.
Give Visitors A Reason To Connect With You Again
As close to the end of the event as possible, try to make it easier for guests to connect with you again. This connection can be facilitated via giving away cards, using a QR code to get connected online, providing a small sample of your products/services, offering a future discount/promotion, etc. Regardless of how you choose to assist your visitors in connecting with you again, make certain that it doesn’t come across as forced.
The best way local events produce leads is when you view the event as merely a relationship starter. Come prepared, present yourself in a straightforward manner, and ensure your space represents consideration toward your guests. Although you may not interact with everybody in attendance, those individuals with whom you do engage will likely leave with a better impression of who you are.
This is a collaborative post.
