Whether it's a convention, festival, or trade show, running a booth is a great way to promote a product, association or cause. Planning and preparation are two key things to look professional and get the attention you deserve.
Steps
Method 1 of 2: Before the Event
Step 1. Find the appropriate event for your booth
If you can attend an event similar to the one you plan to attend, don't hesitate. Notice how the other stands are organized. Bring a notepad or paper with you to take notes on what strikes you and what you think could be improved considering the effect it has on the audience. Activities, games and giveaways for adults are very different from those intended for other generations and groups of people.
Step 2. Sign up on time
Find out in advance about the valid requirements for setting up the stand at the event you intend to attend. Apply and also pay the participation fee ahead of time.
- If you have a special request, contact the event organizers. If you need lighting or electricity, for example, ask for it well in advance. If, in addition to the designated space, you need an audio system, refrigeration, vehicle access or anything else, please call now!
- If you can choose where to set up your stand, opt for where most people pass. If not, try to stay close to other stalls in order to take advantage of the traffic of people that will be created.
Step 3. Keep track of all related costs, including seat rental, travel, hotel, freebies, food, participation fee, and so on
At the end, it will be a good idea to compare your expenses and results with other events you have taken or will take part in, in order to decide if it is worth returning.
Step 4. Make reservations
If you have to travel to take part in this event, book accommodation, flights and rent a car. When a big event is being held, nearby venues are very likely to fill up, so be sure to stop the room as soon as you are sure you are attending.
Step 5. Collect or stock up on products
The products will depend on the exact nature of the event and what you are promoting, but consider the following:
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Image Clearly show who you are. Billboards and signs. Try to have at least one large banner that clearly states who or what you are promoting. Billboards can also help inform the public. Don't expect people to read rather long texts while looking around. Rather, use large, eye-catching graphics and reserve the details on the flyers. If you keep some coherence between all the advertising material, the stand will be complete and original.
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Image Colorful stickers. Gadget. The classic way to attract people to the booth is to offer something. The ideal would be a gadget relevant to the message you want to convey. Common objects (pens, T-shirts, bags) with the name and logo superimposed could be a good way not to be forgotten soon and to advertise. It is also worth investing in candy or appetizers to get people to get closer.
- Advertising material. If you want people to contact you and remember you after the event, try handing out business cards, flyers, brochures or other materials related to what you intend to communicate. Bring more than you think you need.
- Demonstrations. If you can organize a demonstration of something related to your business (for example, a product or service) or if you can present the results of a successful project, do not hesitate to present the most important aspects. Better yet, give visitors a chance to participate, perhaps by proving what you're promoting.
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Image The next turn is up to you. Activities. Use them to attract people to the booth. By organizing a draw with a big prize up for grabs, you can get hold of a huge amount of contact information. Even if it involves remotely throwing bean bags into a hole or playing mini golf, you will have the opportunity to stop people and hold them long enough to talk to them and explain why you are there.
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Image Space protected from rain. Coverage. If the event is outdoors, it is essential to get a portable cover, awning or a gazebo to protect yourself from the sun (or rain). It will also help give it a more formal and professional look. If you can match the colors of your business or make your station colorful, you will make your presence much more noticeable. Be sure how much space the event will allow you to occupy.
- Table and chairs. Again, check if the event organizers can provide them to you. If you're not sure, ask.
- Weather equipment. If the stand is outdoors, it may be necessary to have some paperweights to keep the material in order, pliers or clothespins to prevent tablecloths and papers from flying away, and other useful material for this purpose. Of course, also dress appropriately for the weather.
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Image Get ready. Equipment and tools. If you know you need to set up a stand, table or billboard, be sure to bring the necessary assembly materials. Screwdrivers, pliers and a wrench may come in handy. Scissors, packing tape, safety pins, and rope are also a good idea. If you're not sure what you need to set up the stand, try it out at home or in the office. Note:
Due to airport rules, be sure to put the assembly tools in the baggage you are going to check in, not in the carry-on bag, so you won't have any problems. Nothing is worse than having tools that may be useful at the fair seized due to safety rules.
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Image The wheel was invented for a reason. Trolley or mobile platform. Do not assume that you will be able to park near your location especially if you are attending a large event. A hand-pushed cart or mobile platform will help shorten the distance.
- Lights. If you need lights, try to get a source of electricity to power them.
- Waterfall. You will have to talk a lot, and it can be expensive or inconvenient to use the catering services provided by the event.
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Image Get there. You will need a vehicle large enough to carry everything you need. If you need to rent a van or truck, make the necessary arrangements in advance.
Step 6. Get help
If the booth works well, you will need to talk to a lot of people throughout the event. Don't do it all by yourself. Someone can help you stay in control and safeguard your voice. If the stand is busy enough, it is advisable to get help to make sure everyone interested has someone to talk to without having to wait in line. If you can, arrange the hours so that people have shorter shifts. It is tiring to stand for a long time and say the same things over and over.
Step 7. Prepare the helper
Tell him about what he has to offer to the public, who he should contact and how, where the various nearby facilities are located and the times. He will play the role of the expert when he has to promote your business, so even if he is a volunteer, once he is educated, he will have a more professional air.
Image Step 8. Dress effectively
Try to hire interesting, appropriately dressed, but attention-grabbing staff. In this way your business and your stand will be part of the event, but will stand out from the others.
- If your business includes a uniform or even a t-shirt, wear it and encourage colleagues to do the same. It is not very expensive to print custom T-shirts, even in small quantities.
- Make sure everyone is dressed alike. Even a pair of jeans and a T-shirt in the color that characterizes your business will convey your intention to attend the event.
- Dress professionally. A business suit will show your commitment and give your message more weight.
- Wear a costume or themed clothing. If there is a party atmosphere or your group is theatrical, you might get more attention by wearing clown costumes, ball gowns, or big, funny hats.
- Use professional templates if necessary. Charming people who know how to "work" in the audience can be a strong attraction, inducing people to stop by your stand. Try to use professionals who know how to behave correctly.
Method 2 of 2: During the Event
Step 1. Get there early
Find the time to set up the stand and study the services provided by the event before it is filled with people. If you have everything ready before the doors open, you won't have to waste time tinkering with billboards and boxes instead of promoting your business.
Step 2. Observe your position from the outside
Once everything is settled, move on to see the stand from the visitor's point of view. Are billboards and signs clearly visible from the different directions people will arrive? Is it inviting? Is there anything that could distract people's attention?
Image Step 3. Consider the direction in which to reach out to people
Do you want to stand behind a table with the audience in front or do you prefer the table to be behind so that you can approach and invite people?
Step 4. Be friendly
Talk to your customers. When they approach the stand, give them a few seconds, then say hello. They will most likely get back to you. Then smile and talk about your business. Sometimes if you start chatting about something else, maybe about a nice day or how cute the child they have with them, you can keep them longer, even if they get distracted from the service or products you offer to customers. When you start a conversation, you can talk about these things. Remember to smile and say "Thank you, come and visit us again!". Also hand in a business card, if you have it with you, and let them know about the next event you are attending.
Step 5. Get your message across
Regardless of the people who stop by, try to give some basic information about your stand and the reason for your presence.
Step 6. Ask people about their interests
This way, you will engage them in the conversation and know which tone to use, informative, commercial or somewhere in between.
Image Step 7. Distribute flyers, brochures and leaflets
Once the fervor of the event wears off, the advertising material will remind people of your business, your contact information and your message.
Step 8. Exchange contact information
Tell who is interested how you can keep in touch. So, make sure someone from your staff follows you up promptly. Monitor the acquisition of this kind of information, so you can compare the usefulness of one event with another.
Image Step 9. Keep your station clean
Put yourself in the shoes of the staff working for a big event or a major trade show. Then, at the end of the show, dismantle the stand and make sure you throw all the rubbish in the trash. It will be a gesture of good manners that will leave a very good impression of you on the organizers and staff next time.
Step 10. Write your experience
If you have the opportunity to set up a stand at another event, make a few notes about your experience. Write what you brought, what you should get next time, what you could have done without. Write down what was useful and what was not, and everything you have learned in this situation. Next time you will have your notes available to improve your presence. If someone else has to manage a booth, you can give them some advice based on what you have learned.
Advice
- Enhance your business presentation. Since you will likely be repeating the same things to many different people, take the opportunity to adjust and refine the information you give.
- Use a dark cloth to cover surfaces whenever you leave the stand unattended, especially at the end of the day. This way, if you arrive late, your goods will be less likely to be stolen. Also, people who want to talk to you will understand that you are temporarily absent, without getting irritated by trying to find out where you are.
- Wear the most comfortable shoes you have to be able to move from one side to the other without problems. Most conference facilities have concrete floors, covered in a thin layer of industrial carpet, with no lining that yields under the pressure of footsteps. At the end of the event, if you choose the wrong shoes, after one or three days of standing and walking you may have sore feet.
- Try to have reasonable expectations. Don't think about becoming the most famous and important presence in an event. Those who have some experience in this field know that an investment return of 3-5% is a good result, that is, you will have to earn about 5% while facing the necessary expenses (i.e., fee for the space or the stand, gifts, general and travel expenses). If you sell a service, that seemingly meager 5% should bring you a profit on future sales.
- If you distribute contact information about your business, plan to respond to requests for information that come in the following weeks. Be prompt in responding so that the most demanding people can establish a continuous relationship with your company.
- Whenever possible, bring spare equipment, such as monitors, projectors, computers, network systems, or audio-visual equipment. You could rent them at the convention facility, but usually the prices are outrageous, perhaps 50% higher than the normal price for a three-day event.
- Store stuff behind the table that could spoil the look of the stand (jacket, spare flyer boxes, etc.) so that it is not visible.
- Take your role in the event. Maintain a professional attitude, smile when welcoming people to the booth and try to be part of the event for the duration.
- Try different approaches to see which works best and generates the most interest. Also, adapt what you say according to the interlocutors. If someone is new or already familiar with your business, adjust according to the circumstances.
- Get a "collapsible" stand, as some city events may deny you permission to use screwdrivers, charging you a fee for use.
- Use fabric around the tables, securing it with tape, pins, or paper clips, so that you have hidden space to store the material.
- Have fun. The pleasure of talking to people will be evident and, by showing it, you will be more available.
- Collaborate with the organizers of the event, the staff who manage the spaces that host the event, the security staff and the nearby stands. You will prove that you are a polite and courteous person and you will be able to establish beneficial relationships!
- Consider bringing something to eat. The prices of food and water will be more expensive at the fair and, moreover, you risk eating dishes fried in abundant oil. A small icebox is ideal for keeping drinks cold and can be hidden under the table. Bring mints and a mirror to check your teeth! You will have to talk a lot!
- Label your equipment visibly and indelibly. Do not leave the workstation and equipment unattended. During these kinds of events, thefts are frequent, particularly during the confusion that is created when setting up and disassembling. He insures valuables and at the end of the day he takes away especially the devices most prone to theft, such as laptops.
- In case you need to run to a store, go to the bathroom, etc., it would be a good idea to ask a friend or someone you trust to attend the event with you!
- Read the rules of the event. Big events are best done when everyone does their part.
- Match your activities and gadgets to the audience you target. Are you looking to attract children, professionals or a wider audience? Are flyers and giveaways suitable for this purpose?
- Carry the boxes containing the material personally, if possible; check it if necessary. Distribute CD or DVD copies of the presentation to different team members in case a copy gets lost or someone on your staff is late. You may request an emergency shipment of other material, sent from your office overnight, but you risk missing a trade show day and are unsure whether the delivery will arrive directly at your booth. If you need to receive something, have it delivered to your hotel, not the convention facility, where it will have to go through the delivery and post office. If not, it is likely that your shipment will be treated like the screwdriver mentioned above and, therefore, the package you are waiting for will not be delivered to you before the closing of the event.
- Check your obsession with items that can be stolen. During the fervor of the event, many objects can be "attractive", such as the mouse pad, the harp gadgets or anything that bears the company logo, such as plastic necklaces and tin coins, even if once you get home you end up to throw them away. Avoid carrying them on and off all week.
Warnings
- Don't assume your belongings will be safe on the booth. Take anything of value with you when you leave. If you can, avoid leaving the stand unattended while someone is present. Always cover tables with a dark cloth before you leave.
- Inevitably there will be people who will want to talk to you and tell you unbearable stories, boring you. You can say goodbye by listening politely for a while and saying something to end the conversation, like "Well, what about! Have a good day!". Then focus on someone else or fix your material. Stop them if necessary. Lack of attention to them almost always leads people to leave. Treat the truly inconvenient with a gentle smile, saying, "Lord, thank you for your insights, but I just have to leave you now." The final step could be: "I understand these events involve security guards," loud enough to attract attention. Stand neighbors almost always rush to the aid of colleagues if the situation gets out of hand. If the nearby booth is in this situation, send someone to call security.
- Do not resent if people are not interested or have little urban ways. Accept any trivial excuse for what it is and direct your attention to someone else.
- Bells and whistles can attract people, but make sure they don't disturb the message you intend to communicate with your presence.
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Image "Are you really sure you'll read the brochures?" Not all passersby will show interest in your business. Instead of wasting time dragging disinterested people to your booth, let them pass by and seek an approach with those who might like to visit it.
