While having a stunning trade show booth is very effective for drawing in customers at an exhibition, this is only one half of the equation. Now that you've reeled them in, it's time to hook attendees and generate a genuine interest in your product or service that will last long after they go home.

The key to doing this lies in connecting with customers on a personal level and building a rapport that you can turn towards your goods. So how can you engage customers at a trade show?

Thoroughly Preparing Before the Exhibition

Firstly, it's essential to do your research and prepare thoroughly for the exhibition. This will enable you to be much more efficient while you're there. Find out which other businesses will be attending and gather information on past turnouts so you'll have a better idea of what to expect.

According to marketing services company The Growth Co., it's also a good idea to gather the staff who will be operating the booth to ensure they understand the company's goals well and establish a target number of consumers to engage with. It can also be helpful to practice talking to customers and come up with ideas to stimulate curiosity. This preparation sets the foundation for a more successful event.

Have Good Body Language

An important aspect of exhibition etiquette is having good body language, as this can determine how you are perceived by attendees. When you're standing in your trade show display waiting for customers, always maintain an open, relaxed posture. This helps show people you are friendly and encourages them to approach you.

The American Indian Chamber of Commerce advises that you should also maintain eye contact with the person you're talking to and raise your voice just enough to be heard over the noise of the crowd. And don't forget to smile—a breath mint never goes amiss either!

Communicate Effectively

When you strike up a conversation with an attendee, your ability to communicate well can make the difference between gaining a new customer or them walking on to the next display. Stay away from the old-fashioned pushy sales pitch—aim for a genuine exchange instead.

Skyline, a trade show advice company, says that having a good opening line can help draw people in and allow you to steer the conversation. There are several ice-breakers that Skyline suggests, such as:

• Ask them what their biggest challenge is – This gives you the chance to show how your product can provide a solution.

• Find out what they are looking for at the show – The answer can help you tailor your approach to the individual’s needs.

• Enquire whether they’ve heard of you before – This gives you the opportunity to build product recognition and associate a positive experience with your company.

Get People Involved

Lastly, you should look for ways to actively involve people with your product. Vertical Response, a marketing business, claims that a good way to do this is by providing an interesting contest to generate traffic at the show. Another great idea for your trade show displays is incorporating interactive elements through technology, such as tablets or digital screens. This can engage attendees in a hands-on way and allows your booth to do some of the talking.

For example, integrating QR codes for digital product demonstrations, or interactive games related to your products, can encourage engagement and make your booth stand out.

The Bottom Line

Engaging your audience at a trade show is about more than just displaying a great product. It’s about forming connections that can turn into lasting relationships and driving sales. From preparation and communication to active involvement and interaction, these tips will help ensure your trade show booth not only attracts visitors but keeps them engaged, turning them into loyal customers.

If you'd like more information on how to boost your customer base and brand awareness through trade exhibitions, contact the team at Exposure Group today to discuss our innovative display solutions.