Good Boothmanship: Trade Show Etiquette Rules
Lately here at Dana, we鈥檝e had trade shows on the brain. Returning to Las Vegas very soon is our client , the country鈥檚 biggest global incentive travel, meetings and events industry trade show. We鈥檝e been quite busy cranking out the final pieces of their 2019 trade show marketing campaign. And, it seems like only yesterday that we were in Germany, exploring the ultimate trade show engagement at IMEX in Frankfurt.
For that reason, you鈥檒l see a series of trade show blog posts from us in the coming weeks鈥攅ach intended to help you maximize your experience at IMEX America, or anywhere else you鈥檙e exhibiting, and get great returns on that investment.
First up: a primer/refresher on trade show etiquette, for your shot at winning the (fictional) Good Boothmanship Award.
All of your preparation means nothing…
…If you haven鈥檛 perfected your propriety. Yup. Not even the world鈥檚 greatest booth design, branded promotional materials, in-booth entertainment and hospitality, event sponsorship or pre-show marketing and research can save you.
But you don鈥檛 have to hang on Miss Manners鈥� every word to succeed at trade show etiquette. Increase your leads and book more business simply by practicing these tips for trade show booth behavior:
- Staff your booth smartly. Your etiquette efforts begin here. Trade shows provide top value in face-to-face connections. Populate your booth with confident, well-informed team members who you鈥檙e proud to have representing your brand鈥攐n and off the show floor. They should understand and be able to communicate what you have to offer. Plus, try to have at least one staffer present in the booth at all times.
- Dress to impress. Become familiar with what鈥檚 considered acceptable and professional for your industry, as well as the specific trade show and any ancillary events in which you鈥檙e taking part. While matchy-matchy among team members can be eye-catching, we鈥檝e seen polished with individual flair work amazingly too. Pro tip: Check out pics from the prior show to see what everyone鈥檚 wearing.
- Be enthusiastic, polite and inviting. Stand up straight. Get in front of your booth. Make eye contact. Smile. Greet everyone warmly. Welcome them to interact. Presenting to or chatting with an attendee? Feel free to grab a seat together. Otherwise, don鈥檛 waste a single moment鈥攐r opportunity鈥攂y sitting down, staring at your phone or computer screen or watching the crowd pass you by.
- Engage in engaged, engaging conversation. Whatever you do, don鈥檛 ignore anyone. Open yourself and your booth up to relaxed dialogue and questions, and genuine interaction. Steer clear of the clich茅d 鈥渦sed car salesperson鈥� approach and rudely forcing your brand on people. And listen, rather than steadily babbling on, so you can hear and meet prospects鈥� needs. End interactions appropriately, and with a sincere 鈥渢hanks for coming to see us.鈥�
- Keep your booth clean and orderly. Avoid eating in the booth. Those to-go containers are just so stinky and unsightly. (And must we say, 鈥淒on鈥檛 talk with your mouth full?鈥�) Trash goes right in the bin. Hide your personal items, luggage and supplies. Tidy up your marketing materials and freebies regularly, ensuring they鈥檙e displayed in full view and accessible to attendees.
- Be nice to everybody, even each other. Trade show booth etiquette extends beyond attendees鈥攖o your own hardworking team, to your neighbors, colleagues and competitors, to anyone who鈥檚 pitched in with your efforts and to the trade show staff itself. Express courtesy and your appreciation.
Show us what you got!
Connect with us at IMEX America in Las Vegas, and wow us with your trade show etiquette expertise. The Dana team will be there on September 9 for Smart Monday, a full day of free education and networking, and staying through the trade show, September 10-12.
Want some personalized trade show pointers in the meantime? Email Lynn Kaniper at lkaniper@danacommunications.com鈥攐r call 609.466.9187, ext. 117.
And be sure to follow us on and to see what we’re up to at IMEX America.
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