Here are a few tips on how to have a trade show presence that is magnetic and attracts people to your exhibit:
Appearance
Dress in clothing that is comfortable, distinctive and resembles the colors and style of the company. It is also a good idea for the representatives to dress in a similar style and color so people can easily identify them.
At a Business Showcase trade show I attended recently, two booths stood out. At the first, two women wore similar red sheath dresses. At the other booth, all five men and women wore a black suits with white and pastel blue tops. Both groups reinforced the color of their company logos.
A Word to the (Wise) Women
High heels may look good, but after eight hours you may not be able to walk. Bring a pair of flats to change into.
Grooming
Wear your hair in a style that is natural. For women, shoulder length or shorter is best. At the Business Showcase most of the women had a bob or shoulder length hair cut in a wedge. Keep your hair away from your face so that people can see your eyes and expression. Men had short hair or were fully shaved.
Makeup that has a natural glow, and doesn’t make you resemble a runway fashion model, is best. Refer to the top women in Silicon Valley as good examples: Sheryl Sandberg and Marissa Myers.
Keep your nails on the shorter side. Your hands will be on display all the time, handing out marketing materials. Make sure any nail polish is chip free.
Accessories
Keep jewelry to a minimum. You do not want to wear anything distracting, like noisy bangle bracelets, earrings or necklaces. I would recommend wearing a piece of unique, tasteful jewelry as a conversation piece. A client who regularly exhibits at trade shows says she always wears vintage necklaces because they garner attention. For men, a tie of an interesting color can start a conversation.
Body Language
Welcome attendees to your booth by standing rather than sitting. This shows energy and enthusiasm, and that you are encouraging them to visit your exhibit. If you do take a break from standing and sit, keep your attention on the people coming to your booth, not on distractions like your cell phone.
For example, I noticed one booth where the representative was absorbed in answering email on her cell phone. I stood there for several minutes until she finally looked up and apologized for her lack of attention. I wonder how much potential business was lost that day because she was preoccupied. Emails, text messages, and Facebook can wait.
Food
While eating at the booth can be a necessity due to the long hours, avoid greeting people while chewing your food. If at all possible, exhibit with a partner so you can take turns eating and talking to guests.
When you finish eating make sure you use the restroom and check your teeth. Or keep a mirror at your exhibit so you can check, but be sure to do this discreetly. Keep mints on hand to keep your breath fresh.
Experienced exhibitors take health bars and drink lots of water to stay energized.
Behavior
Greet people graciously with a warm, not exaggerated, smile and a firm handshake. Avoid at all costs, the big smile that makes you look like you’re advertising how white your teeth are (unless of course your business is teeth whitening!) This can come across as unnatural and fake.
Keep your focus on the person you are speaking with. Maintain eye contact while having a conversation and be genuinely interested in what they have to say. They may not be your ideal client, but they might know someone who is.
Follow Up
Be sure you follow-up with leads within 24 hours of the end of the trade show. It could be something simple like a quick email thanking them for stopping by, or suggesting a date/time for coffee or a phone call to talk further.
Seasoned exhibitors, what other tips would you suggest for the young company to make sure they have trade show magnetism? Share your answers in the comment section below.
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