One of the most impactful and strategic moves you can do for your trade shows in 2023 is to Create your Booth Flow!
If you’re not familiar with the term Booth Flow, it’s just what it sounds like – how to get show attendees to flow through your booth. Another way to say it is the Attendee Journey! And it's possibly the number one thing you can plan and orchestrate which will make the greatest difference in your results!
· The reason Booth Flow is effective is because it incorporates the most critical parts that will make or break your success at a show.
· How to engage attendees
· What info to capture
· How to capture it
· What you want people to leave your booth with
· The Booth Flow is your game plan!! It includes just three key components:
· First – Get attendees into your booth
· Second – Capture Your Key information – What do you want to capture, and how will you capture it?
· Is everything you need on a business card? Probably not. Then you need to identify all the info you need and want.
· How are you going to Capture that info? Figure out a system.
· Third – What do you want them to leave with?
· Literature/Marketing materials
· Giveaways
· What do you want them remembering?
· What do you want them to experience?
· How do you want them feeling?
· Orchestrate how your attendees will enter, experience and exit your booth – and that is the secret ingredient to maximizing your results.
· Your Booth flow, just like everything else, starts with your Goals. Your goals will help determine your flow.
· It all starts with making that first contact with an attendee. Don’t rely on attendees walking up to you. You need to have a strategy for engaging attendees.
· There are three ways to get people to stop at your booth:
· #1 – Pre-show marketing. Advertising, social media, direct mail, etc.
· #2 – Games, giveaways, attractions, or promotions. Nothing attracts like a spinning prize wheel, a magician, or something that delights the senses.
· #3 – Actually engaging people and inviting them into your booth. This can make the biggest difference in the results you get from your show.
· Now you can do all 3 options together to increase your odds of getting more people into your booth, but #3 is by far the most important.
· Never assume that attendees who walk past your booth got enough information to tell they don’t need to stop.
· You may have the best products, innovation, display and employees. But it doesn’t matter if people don’t stop!
· Top 6 things to NOT do in your booth:
· Give a simple greeting like Hello, how’s it going or how you doing.
· Asking any sort of yes/no question that has nothing to do with your company OR doesn’t make the attendee think.
· Say nothing! Just stare at the attendee, have a big smile, and say nothing.
4. Be on your phone and ignoring...
