How to increase traffic to your booth

Attracting attention at a tradeshow can be a huge challenge especially if you are working on a reduced budget. But does that mean that you should just stand back and wait for leads to come to you? Obviously not!

Here's a few tips to help you increase traffic to your booth:

1. Promote your attendance pre-show. If you can get a targeted list of attendees (choose only those job titles and companies that may be interested in your product / service) and send out an e-mail with a link back to your website, describing the benefits your product offers. If you have the funds available, send a post-card mailer too.

2. Update your website, linkedin account, signature, voicemail, blogs with the event info with your booth # and an added attraction / reason to visit you. Even suggest that they contact you prior to set up an appointment and pre-discuss their needs so that you can prepare beforehand and have a meaningful conversation on site. Offer an onsite discount if they contacted you prior to the show!

3. Get on the treasure hunt list. Some organizers over a free gift if you visit x-amount of sponsored booths. Be on that that list.

4. Have an onsite presentation where you infotain. Everyone gravitates towards action. If you hire a third party, be sure to train them on the features and benefits of your offering. If you can add humour or include the audience, the effects are greater.

There are lots of other ways to attract attention or motivate visitors to drop by your booth such as giveaways, promotional items or at show discounts. Thinking and marketing strategically demands that you start by establishing your objectives (branding, lead generation, establishing relationships, positioning, etc ...) and then establish how you will measure your results. What do you need to get back from the visitors. Attracting lots of people to your booth is one thing, but then having the skillsets and correct amount of staff to engage, communicate and capture the information closes the loop. Don't forget to think about having enough space and time to properly service and answer the demand. Visitors have expectations of you.