This is the second in a series of posts identify three key promotional opportunities to maximize your tradeshow presence. (Read: Part 1)

You’ve gotten people jazzed to see you at the trade show. What happens when they get there?

A trade show is an opportunity to tell your story face-to-face. However, impressions aren’t limited to just personal interactions with your booth staff. The entire booth – signage, promotional items, staff – works together to build the experience of each visitor. I’ve conveniently broken these factors down into 3 G’s – gear, giveaway and gathering.

Gear

Why does your favorite sports team wear a uniform? It makes them easy to identify. Staff facilitating your booth should have a cohesive, on-brand and professional look. They should be easy to identify among the masses even if they are not at your booth. The type of apparel also leaves an impression. For example, a t-shirt says something completely different than a performance polo.

Giveaways

Promotional products are a staple of the trade show experience. The right promotional product can pay dividends long after a person visits your booth. Your promotional items should reflect your brand and be useful (or fun) to your audience so that they will keep it and remember you long after the event. An eye catching promotional product also creates envy among other show goers and can drive more traffic to your booth. One rule of thumb is to always include contact information on your promotional giveaways.

Gathering

It’s not just a booth. It’s a way for visitors to experience your brand, quite possibly for the first time. Its layout should be inviting and draw people in. Remove barriers like tables away from the front of the booth. The booth’s design should be simple yet compelling, featuring a bold graphic and your brand messaging. Your booth staff, marketing materials and promotional products should tell your brand story to potential customers.

Bonus G - Go to them

Not everyone will be able to attend a trade show, let alone see your booth. Use social media tools to bring your booth to the masses. Post live updates and photos on Twitter, Facebook, Google+, etc. to give people that can’t attend a glimpse of the experience. Post video interviews or tours of your booth to YouTube or broadcast events live on Ustream. A trade show can be a gold mine for social media interaction.

Everything at your booth should work to draw in potential customers and have them leave with a positive brand experience. The goal is to have them remember that experience long after the event. My next post will explain how to capitalize on the great interactions you just had at your booth.

Read:
Building a Trade Show Marketing Plan, Part 1: Booth Traffic
Building a Trade Show Marketing Plan, Part 3: Follow Up