10 Engagement Success Tactics for the Show Floor

Your firm has invested thousands of dollars developing pre-show, in-show and post-show marketing, outfitted the exhibit with the latest technology and prepared the team for frequently asked questions, value propositions, and promotional tools. Now, you need to deliver on positive brand experience and generate new business opportunities. Here are a few common sense tactics to help your staff maximize engagement.

  1. Acknowledge browsing clients even if you’re engaged with someone else. Nod and smile in their direction to physically imply you are aware of their interest.
  2. Arrive early and stay until the last prospect has left.
  3. Ask open-ended questions such as “What brings you out to the show today?”
  4. Wear comfortable shoes and appropriate attire. If you are comfortable, your conversations extend and your demeanor appears more confident and knowledgeable.
  5. Listen attentively and ask prospective leads for permission to take notes on important business details. This acknowledgment lets clients know that the brief conversation will be focused on them.
  6. If you don’t know how your product or service fits into their particular requirements, be professional and say so. I don’t have the specifications in the booth right now, but I will take your contact information and then email you the specifications tomorrow after I have conferred with our engineer. Thus, tracking and capturing another potential lead.
  7. As you converse, look for body language cues. Maintain eye contact and guide them to the answers they are seeking. If arms are crossed across the chest and skeptical expressions are forming on their face, consider handing off the individual to another staffer with different engagement tactics.
  8. Spread out exhibit staff at key locations. Each brand ambassador appears more accessible when not clustered together in social conversations.
  9. A picture is worth a thousand words. In this article about making your event count, the average individual attention span has decreased to eight seconds, which is shorter than the 9-second attention span of the average goldfish. So leverage the infographics and diagrams which communicate complex systems in a short amount of time and allow the inquirer take away time to dive deeper into technical aspects. Many high-end manufacturers are creating in-show hot spots that allow attendees to download the videos or hashtag data to mobile devices. This tactic also extends the attendee engagement reach to coworkers and industry peers.
  10. Always bring the close of the conversation back to a call-to-action. “Meet with our team next week. Follow our blog. Attend our upcoming webinar.”