It seems like I go on and on and on about the things you should do when developing oyour marketing campaigns, but I rarely get a chance to talk about the things you should NOT do. Not long ago I took a stroll through a trade show exhibit hall and saw a few things that gave me cause for pause.
What did I do? I turned it into a list for you! Here are THREE things you should NOT do while manning a trade show booth. That is, if you actually want to drum up any business.
Eating and Lounging Behind Your Booth
At one booth I saw a man sitting behind the booth attempting to eat a messy sandwich without getting it on himself. He couldn’t put his food down, wipe his face and hands, and get up to acknowledge his visitors without making a huge mess. I don’t think he wanted to, either; it took him long enough to notice me.
Seriously, though – try not to sit behind your booth or eat while you’re back there. There are always designated eating and smoking areas outside of exhibit halls; have your coworker man the booth and take the break you need when you need it.
Don’t Wear Comfortable Shoes
Wear the classiest pair of shoes you own, no matter how uncomfortable you are. After all, people walking around trade show halls only do so in order to stare at other people’s feet. You won’t feel good, but at least you’ll look good!
Why on earth would you want to wear uncomfortable shoes or heels if you know you’re going to be on your feet for hours on end? You will be on your feet, too (see above – no sitting)! It’s unprofessional to lean on equipment and walls, too, so be prepared to be on your feet all day long.
Show Up Late, Leave Early
Your coworkers will set up the booth and speak to prospects until you arrive, so there’s no need to leave early to account for extra traffic or getting lost. Take your time, stop for a cup of coffee, and make sure your child’s daycare knows you’ll be picking him up early – you will, after all, have an easy day lounging behind the desk at the trade show.
It amazes me how inconsiderate those unexperienced with trade show operations can actually be. You’re working as a team – show up on time, do your fair share of the work, and don’t leave a minute earlier than the show is scheduled to end. On a similar note, avoid the urge to pack up your booth before the end of the show strikes. Many booths tend to pack up their wares 15 minutes before closing, but this is unfair to prospects who may wander through late.
Other Trade Show Mistakes
I’m sure you’re getting the point by now. Your actions at the trade show will either make a wonderful or terrible first impression on your prospects. Here are a few other things to avoid:
- Don’t chat with your colleagues all day; prospects don’t want to attempt breaking up a clique or conversation to get the attention you’re supposed to be giving them to begin with.
- Don’t talk on the phone. Put your cell phone away and only take it out if there is an emergency.
- Don’t eat foods that are going to give you bad breath. Avoid garlic and strong spices. Make sure you carry some mints or chewing gum with you as well.
- Remain professional at all times. Don’t complain about the way the show is run or how unhappy you are that your boss made you attend.
- Never, ever talk about your competitors, especially in a negative manner. I usually try to avoid engaging in conversations where a prospect asks me to talk about another company, but if I am forced to comment I’ll always say something neutral or positive.
Ready for your first trade show? Enjoy your time there and learn from the experience. You’re bound to meet a number of potential prospects and business contacts!
Good luck!
Sean
Sean McPheat