A trade show is a big investment for a business… as well as a big risk. Your company will literally be compared side-by-side with your competition.

So how can you stay focused and make sure your investment pays off? You make it about the customer.

Tip #1 – Be noticeable.
When you walk into a trade show, signs and booths bombard you from all sides. Give potential customers a reason to approach you. Let them know who you are and what you do without having to open your mouth. Create well-designed, grand format signage to draw them in. A convincing trade show booth is informative and professional looking. Make sure to make a great first impression.

Tip #2 – Jump into the mind of trade show attendees.
Trade shows aren’t just overwhelming for you, they’re exhausting for attendees as well. Make your booth a place for people to gather, take breaks and get down time from all the in-your-face sales tactics. Offer them refreshments, a seating area and a brochure or catalog to look through. Don’t make everything about you, make it about them.

Tip #3 – Hand out promotional products.
Branded gifts are proven to help keep your company top of mind, instill goodwill and increase sales. But what product will make the biggest impact on potential customers? It all depends on your industry. Pet companies can give out branded chew toys or leashes; tech companies can give out branded USB drives; wellness companies can hand out branded water bottles. Whatever your industry, relevance and usefulness are key. Other items to consider are pens, notepads, bags or clothing items.

Tip #4 – Invite people to attend the show with your company.
Tap into your contacts of current and potential clients, and send out personalized messages inviting them to attend the trade show with you. Let them know about specials you will be offering at the show. Make them feel special and pursued.

Whatever your plan for trade show domination, remember that when the show ends, that’s when the real work begins.