Yesterday, I told you about an experiment I was going to try at a local tradeshow using a whiteboard.
Well, the experiment did not go as I thought. I thought I might see a few more people stopping by the sign and reading its contents.
This particular show, Triumph of Ag had close to 400 exhibitors packed tightly into 10×10 booths. It was hard to look down an aisle and be able to see the company names past the first few. I was hoping the sign along with some other moves would bring more traffic to our booth.
The whiteboard was a show stopper in a big way. I could have never imagined the power of the short message. Here are some of the observations I made.
People would stop, read the message, take a few steps and come back to our booth.
By putting our booth table against the back curtain, it put more focus on our whiteboard message and people had to make a commitment to walk in the booth. How many times have you setup a table, sat behind the table and watched as people took items off your table but did not say a word. (Not any more!) (You the exhibitor must take control)
I also set our pull-up displays on top of our booth table for more visibility from the floor. (I borrowed this idea from others at the show)
You always have those certain people who have to grab every free item on your table. These people are trying to build their cup, pen and paper collections. By putting the table in the back, it makes it hard for these people to grab your handouts without talking to you. I even had one person so determined that he walked to the back of our neighbor’s booth and reached over to grab a pen. (These people are not your customers, but you don’t have to enable their behavior.)
Our sign focused on three items: 1) soil health, 2) plant tissue testing and 3) soil bags. Guess what items received the most questions. Yes – these three items. In fact we did not bring plant tissue bags because this process does not start till May/June time frame, but people wanted to get their supplies ahead of time.
Also, by listing our names at the bottom of the page, people felt more inviting. In fact a few asked if we were a family business.
- Be different and get people to stop at your booth
- Helps you direct the conversation for your attendees.
- People will ask questions because you have invited them to in just a few words
- A simple message sells – Welcome to the mobile way to market
- Experiment and experiment more
I know first-hand you will get some push back with respect to this process. All I can say is hang in there and keep trying things. Your goal is to find a message that works. Listen to the general themes coming from your show and if you have a service or process that fits well with the discussion, put it on your whiteboard.
I would say 90% of our discussions focused on the items listed on the whiteboard. Also, I ended up with some great leads and reinforced our presence with our current clients. It is definitely worth your time if you are looking for a way to increase traffic to your booth.