Ways to Increase Your Foot Traffic at Your Convention Booth

Conventions are and always will be one of the best ways to grow your brand, build your reputation, and generate new leads and opportunities moving forward. Regardless of the type of industry you currently operate in, you won’t have to look hard to find a convention that fits your needs. Conventions aren’t only excellent networking opportunities — they’re also a great way to attract the attention of potential new customers on a massive scale as everyone in attendance is already interested in products or services like the ones you offer. It’s always important to remember, however, that simply showing up to a convention won’t be enough. If you want to generate the maximum amount of foot traffic to your booth, you’ll need to keep a few key things in mind.

Make Sure People Can Find You

When you sign up for a booth at a convention, you’ll likely be given a location by the people organizing the event. This will not only be your own little corner of the event to carve out and do with what you please, but will also be the main way people will find you during the show. The booth number you’re given by the convention organizers will be printed in the program that’s handed out when people file through the door.

One of the keys to generating foot traffic involves making sure people can find you in the first place. Remember that you’ll likely be packed in a section with potentially dozens of other businesses, all fighting for the attention of the people walking by. Things can quickly feel overwhelming for convention attendees with so much going on, so sometimes finding a vendor based on booth number alone is a lot easier said than done. The layout of the convention itself may also make this difficult, especially if sections aren’t numbered in any type of logical way.

As a result, you’ll want to make sure you have at least one element of large format printing, like an oversized banner or large poster, that clearly displays your company’s name so people can find you, even if they’ve already gotten lost along the way. Make sure you place it as high above your booth as possible, so people can see it from several aisles away if necessary. Many times, you’ll find that just making yourself visible makes a big difference in improving foot traffic to your booth.

Provide Memorable Takeaways

Convention attendees will likely be visiting several booths on the same day. The best way to help them remember your business is with memorable takeaways, such as brochures, flyers and postcards. Consider offering a percent-off coupon or other offer they can pick up at your table. And never underestimate the power of promotional items. People love things that are free, especially pens, paper and trinkets. By branding these items with your company name and contact information, you can be sure to receive repeat exposure after the convention is over.

Make Sure Your Staff Is Friendly and Approachable

Once people do find you, one of the easiest ways to scare them away is to have people behind your booth who seem like they don’t actually want to be there. Conventions are tough on everybody, but can especially be tough on vendors. You’re constantly under the gun to set up your booth, deal with your neighbors, make sure all your materials are in order and more. Your staff will definitely be stressed out, but the key is to make sure they never come off that way. Everyone who walks up to your booth should always be greeted with a friendly smile and a sunny disposition. If they’re greeted with a negative attitude, rest assured your booth WILL develop a negative reputation that will spread around the convention center as the event goes on.

Conventions are excellent opportunities to grow your business — provided you’re approaching things from the right perspective. Remember, reputation alone will never guarantee convention success. Your reputation will only take you so far. You need to go out of your way to be as warm and inviting as possible to unlock the full business potential of these types of events.

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What the Cola Wars Can Teach About Marketing

Imagine you are walking down the street and see a group of people trying to get volunteers for a taste testing. In the cups before them they have two identical-looking colas. They ask you to try both cups and pick which one you prefer. You will then need to try and identify which is Coke and which is Pepsi.

Do you think you would be able to tell the difference? Do you think you would actually pick the flavor you usually drink (in other words, if you usually drink Coke, would you actually select that one as your favorite)?

Shockingly, many people don’t. A number of different experiments have shown that many people are unable to correctly identify which cola is which. Even more surprisingly, in double blind taste tests, Pepsi often wins. It was this phenomenon that led to Pepsi steadily encroaching upon Coca-Cola’s lead in the market in the 1970s and 1980s. In an effort to win back customers, Coca-Cola introduced the debacle that was New Coke. The new formula was quickly rejected by consumers, and the company worked to gain back the trust of their loyal customers.

Coca-Cola managed to transition out of their problematic campaign and back to their original formula, but this left them in an interesting position. They still used the original formula, which customers said they wanted, but this formula was the one that often lost to Pepsi in taste tests. In the twenty years since this fiasco, Coca-Cola still manages to lead the market and has been holding steady.

According to what many people view as the unwritten rules of marketing, this should not be happening. Coke has two major points working against it.

  1. Coke’s formula is often deemed inferior by the consumer base in taste tests.
  2. The company completely alienated much of its loyal consumer base when it introduced New Coke without adequate market research.

Yet somehow Coca-Cola remains ahead.

Understanding why this happened and what companies today can learn from it can help you revolutionize your advertising campaigns.

Branding

Coca-Cola’s advertising works to develop a certain mentality in us. When we see the brand’s familiar script logo, we connect to the company’s rich history. We see small children walking up to drugstore counters to buy a Coke. We also connect with the company’s familiar advertising icons (its polar bears, for example) that are often featured in various advertising campaigns. Of course, Coca-Cola’s friendship ads help us feel connected to other Coke drinkers around the globe, as well.

The key here is the brand. Coca-Cola is now an iconic brand. It has become such a staple in our culture that in some regions, the word ‘Coke’ is used to mean any soft drink.

So what are you doing to develop your brand? Creating and maintaining a strong brand should be at the center of all your marketing. Customers make decisions based on the subconscious associations they develop between a company’s brand and its intangibles, including its quality, reliability, and history. Successful marketing helps to encourage positive associations in consumers’ minds.

Thinking about the entire customer experience

Taste tests often show that Pepsi is the preferred brand, especially considering it is slightly sweeter. While this might be better for short-term tastes, many people drink soft drinks in vast quantities. They don’t just drink a sip or two. They drink large bottles. Given the entire customer experience, it’s easier to see why the slightly sweeter brand seems to be less preferred in the long run.

Branding and considering the entire customer experience have both had an enormous impact on Coca-Cola’s ability to hold onto its lead over Pepsi, despite taste tests and marketing troubles. When you keep these criteria in mind for your company, you’ll also be able to boost your success. So grab a soft drink, sit down, and work with us to begin determining how you can better market your company. Call us today at 847-768-2679!

Business Lessons From the Wizard of Oz

The Wizard of Oz is an exciting tale that has delighted people for several generations. When young Dorothy is magically transported from her home to the magical land of Oz, she and her companions must outsmart witches and other dangers in an effort to find the famed Wizard of Oz, who they believe can help her find her way home and grant her companions gifts of their own. Upon finally finding the wizard, however, they learn that he is not some great and powerful wizard after all. Instead, he’s just an ordinary man behind a curtain, projecting his voice and image to appear to be a magical being. Still, in the end, Dorothy does learn how to get back home.

The Wizard of Oz and Business

There are two key lessons we as business leaders can learn from the wizard. In one situation, he’s an excellent example of what we should do. In the other, he does the exact opposite of what would be appropriate in the business world.

What the wizard gets right

In Oz, the wizard regularly projects his voice and opinions for all the kingdom to see. He providers personalized information for each person who visits him.

In social media, we’re often asked to be like the man behind the curtain. We must project our voice and opinions in a variety of media, communicating a sense of authority and wisdom. With all the demands of the modern business world, it can be tempting to resort to automation. There are a number of ‘tricks and cheats’ available in the social media world. From programming social responses to buying followers to automating tweets, it’s very easy for those who desire it to completely remove themselves from the actual social media process.

If we’re to learn anything from the mysterious wizard, however, it’s important to remember to always have an actual person ‘behind the curtain.’ This will allow us to engage potential leads when they arise and avoid missing opportunities to bring in new customers, which can easily happen if all our responses happen automatically and we aren’t actually monitoring the conversation.

What the wizard gets wrong

Although it’s important to remain actually present behind all our social media campaigns, we also need to be authentic. The wizard made the devastating mistake of casting himself as something he wasn’t: a powerful wizard. When those who actually needed his help (like Dorothy and her companions) turned to him, he was virtually powerless to help. If we cast ourselves as something we’re not, nothing will destroy our reputation faster than our customers realizing it. We must always be realistic about our capabilities and strengths. Play up what you can do for customers and be confident in your abilities, but don’t ever let yourself get caught in a web of lies.

What to take away

Social marketing is an important part of branding and finding new customers. It requires authenticity. That means broadcasting a solid message based on what you can do for customers and always keeping a person involved with every stage of the campaign to communicate with customers. When you stick to these two rules, you’ll have a great chance of success.

Are you ready to get a new campaign started? Come talk to us! We’d be happy to help you get started.