It happens to every trade show booth. Your staff starts talking to a new visitor, who at first seems to just take a more pronounced interest in the technical aspects of your product or company. They talk for a surprisingly long time, and only after the first few questions do you learn that - surprise! - they are a writer for a major newspaper. Although the promotional role of the news media has somewhat diminished now that there are so many other ways to get the word out about new companies, it's still vital to get every bit of free press that you can grab, which in turn means impressing the people who write that press. The same is true of VIPs like financiers or possible new clients. Whatever the nature of the VIP, whether he makes himself known or observes incognito, there are many ways that you can help ensure that you get the story or seal the big deal.

Always Ensure Your Trade Show Exhibits Staff Is Prepared

If you do have an undercover VIP come to your unit, he or she will always end up talking to the most junior, least qualified member of your sales team. It's the Murphy's Law of convention staffing, and it's been proven enough that you simply need to compensate for it. Luckily, the compensation strategy is simple: don't bring junior members of your sales force. Ensure that everyone staffing your trade show display is passionate about your product, knowledgeable about its various aspects, and ready to represent you positively. This will be great if a journalist or financier comes along, but it will also help with the average Joe visitor who just wants standard information.

Have A Press Packet In The Trade Show Booth

Many companies entice journalists to write about them through an online press briefing kit, freely available to bloggers and any other members of the media. Linked from the home page, it provides quick info that news sources want to know, cutting down on the amount of research a journalist has to do in order to write a good piece. You can do the same thing if you keep a paper version of that resource page in your trade show booth. You should include the basics of your company and/or product, starting with when you were founded and including who's in management, your recently completed projects, and any other important facts. Avoid making the information overly promotional, or it will leave a bad impression on the journalist. Depending on how this packet turns out, you might find it beneficial to offer it to other VIPs like financiers and potential big clients as well.

Have Business Cards For Your CEO At The Trade Show Display

Even if the people who run the company aren't actually manning your trade show display, you should still be able to contact them. VIPs often request the chance to talk with these people, whether it's to get a quote or to get a better idea of what their investment will look like. Once you've determined that the person truly is a credible, qualified journalist or other viable lead that will benefit the company, give them the card so they can make the call.

These tips will help you ensure that every visitor to your trade show exhibits feels welcome, and that those most crucial to your company's growth and well-being get the attention they deserve. While you don't need to fawn over them and should avoid being overly enthusiastic, you should provide them with special information that they will need and access to additional resources. These tactics will help solidify your relationship and create positive results for your business.