The Art of Consumer Show Exhibiting

Written by Barry Siskind

For some strange and mysterious reason exhibitors at consumer shows (B to C), don’t follow the same guidelines that those who chose trade shows (B to B). While there are some obvious differences, there is no reason that many of the same rules shouldn’t apply. Here are some of the basics for the consumer show exhibitor.

1.    Get focused – One of the mistakes both trade and consumer show exhibitors have in common is the lack of clear, measurable and realistic goals. For the consumer show exhibitor these may include such things as selling products, setting up meetings for future business, branding, samplings and so on. What is important is to put a value on these activities ahead of time and then ensure that your results fall within these guidelines. For example, if it would normally cost you $50.00 to realize a sale of $1,000.00 in your normal activities, then use this as your baseline. Your cost for a sale at the show needs to fall below the baseline or you are not moving forward. However, one mistake consumer show exhibitors make is focusing all their attention on immediate sales. Studies have proven that you can expect to achieve between 30% and 60% more business post-show. These money-making contacts should also be equated into your calculations.

2.    It’s not retail – A consumer show exhibit is different from a retail store for three reasons: time, space and choices. Consumer show visitors spread their visit among hundreds of exhibitors which eliminates the luxury of relaxed browsing. A typical trade show booth is 10 X 10 (3mtrs.Square): a fraction of the size of a normal retail store. In addition visitors have lots and lots of choices to make in a very harried environment. All this means that your display, the number of products you bring and the focus of your booth needs to be well thought out so you don’t add confusion to the list of obstacles these visitors face.

3.    Provide a meaningful experience - Customers don’t just want to buy products and services they also want an experience. Savvy exhibitors know this and avoid product pitches and flat uninteresting displays. The trick is to bring your presentation to life. Let your visitors feel what it is like to shop with you.

4.    Give them options – Some visitors may not be prepared to make a commitment immediately and say something like “I would like to walk around and see what else there is first.” The chances of them coming back are slim. There is too much at the show to remember, too many products to differentiate between. So, rather than pressuring them into an decision, provide some mechanism for staying in touch with them. For example you may want to send them a text message in 2 – 3 hours reminding them to drop back to your booth. Consider putting them on a mailing list or inviting them on a studio tour.

5.    Be proactive – I am not suggesting you become overly aggressive, but rather take the approach of welcoming visitors to your display. Get rid of those time-worn questions like, “Can I help you?” Attempt to engage them in a meaningful conversation which will give you clues to what products and services you can direct their attention to.

Participating in a consumer show has its rewards. With some pre-planning and effort you can realize your goals.

Barry Siskind -
	Barry Siskind is President of International Training and Management Company, a Toronto based consulting firm specializing in helping exhibitors achieve top performance at their trade and consumer shows. He is the author of The Power of Exhibit Marketing. Each year Barry travels throughout the world helping exhibitors improve their return on the show investment. To get more information visit his website at www.siskindtraining.com. Read More >>
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