The worst thing you can do at a trade show is to be boring. At most any trade show there are some booths that are easy to overlook. Renting space at any trade show is not inexpensive. It is important to find a way to be attention-grabbing.

Companies do all kinds of things to draw attention to their booths, with varying results. Use your sense of humor. Use preshow mailings and email and start a humorous campaign that motivates people to join you at your exhibit. The more self-deprecating the better. And while you are at it a fog machine, a baffling lighting machine, even fun-house mirrors can catch attention and get an attendee to stop for a few seconds – then the work is yours.

Giveaways or promotional products have to go to the right people. In the “just give everyone” a handout it is evident that freebies do little more than attract people who are simply searching for free gifts. What is the effectiveness of this approach? At a small show with a concentrated group of people, where a minimum of 50% of the attendees are potential clients – this method is probably okay. At larger shows – where 5% - 10% of the attendees are prospective customers – giveaways need to be tied to something else, an interview, a registration filled out (not just a business card), a 50-50 giveaway that brings them to your exhibit booth … not just a passerby.

Collecting business cards in a fish bowl and giving something away in a drawing, in my estimation is a total waste of time. All the exhibitor has accomplished is an artificial increase in the quantity of their booth traffic, but not the quality.

Booth babes who know nothing about your product and just attract attention – may very well be sending out the wrong vibration and attracting the wrong attendees. The only justification is if you are taking photographs with your product and ask the potential client to join the model. Then you slip the photo into a holder with your name and company information. People like companies who recognize that their customers are smart. Staff your booth with the right people to talk about your products.

So to summarize – be fun, attention grabbing – don’t spend money needlessly on giveaways, if you must give something away, be certain it ties to your business or theme, and forget booth babes if you want to be taken seriously!

Jan Koren - jkoren@AbsoluteExhibits.com