7 Ways to Create a Conference Booth that Sells

7 Ways to Create a Conference Booth that Sells

With the lifting of Covid restrictions, there are more businesses that are back at conferences, trade shows, festivals and bazaars.  I’ve been selling my children’s picture books and school counselor curriculum at conferences and festivals for over ten years. It can be not only a profitable endeavor but a great marketing opportunity as well. Here are some tips to make any event that you attend worthwhile:

• Mindset Begin with a positive mindset.  Come into the experience with the intention of learning, growing, selling and serving.  Think it doesn’t make a difference?  Think about the last time you were required to go to an in-service or training and the mindset you had. Were you negative, resentful and determined that it would be a waste of time?  If so, I bet it was just that.  A positive mindset is essential to engage with your ideal customers.
• Expect success  When you attend a conference and expect that it will be worthwhile–it usually is.  Our expectations are a huge part of our experience, so do your research and know what the goals are and what you can expect to gain from attending.  Set an intention, then look for ways to maximize your time.
• Market Yourself:  I’ve not only participated in conventions as a vendor but I’ve also helped set up similar events with vendors. A common question is always, “How many participants do you expect?” or “Can I expect a lot of traffic?” As an organizer, I was happy to give the vendor an estimate of what they could anticipate.  However, I also always emphasized that the best marketing for any event came from the vendors themselves. Make sure that you contact your email list and your customers to let them know that you will be at the event. While you are at it, give them some incentive to attend. Have them check in at your table for a freebie. Put together a package of products or services just for them. While you will want to find new customers, don’t neglect to make your current customers feel special and valued.
• Marketing to new customers: Be sure to use the event to develop a relationship with new customers. If this is the first contact with someone, don’t expect that they will necessarily buy since they will be in the early stage of curiosity about your product or service. Provide the information they need to know about how you can solve their problem and the results they can expect. A critical step is gathering email addresses so that you can continue to stay in touch. Have a give away or a bonus that you can send them when they provide their email address.
• Promote your tagline: Make sure that at first glance, customers can tell what you do. A banner, table runner or poster that is front and center to identify your tagline or brand message is critical. From a distance, they should be able to clearly tell what you do and the result they can expect from using your product or service. If your logo doesn’t clearly identify this, then you need to add some sort of signage that draws in people who want to solve the problem or challenge that you address.
• Keep your message clear and simple: A confused customer doesn’t buy. Make sure your table isn’t too cluttered. Everything on the table should be related to the problem that you solve.  Stay focused on the main message that you want customers to hear. Ask yourself: What do you want customers to know? How do you want customers to feel? What do you want them to do?
• Connect Take the opportunity to meet new people and learn more about them and their experience. Take a leap of faith and exit your comfort zone. Don’t spend your time behind your table, lost in your computer answering emails. Smile. Be interested in others. Ask, “How can I help?” “What challenges are you trying to solve?”

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