1. Self-promote before the event: A logo on a website, your business name on printed materials doesn’t talk to your target. It’s nice branding, but you need to tell your audience, your clients that you’ll be at an event. Tell them before, tell them during and tell them after with exact time, date and place.
2. Engage everyone at every opportunity: Get out from behind counters, desks. Stand by your product. Stay near your sales area. Welcome visitors, talk with them, and thank them for coming by. If someone lingers on a product tell them the story behind it.
3. Be heard: Crowds need direction so invite people to your area. Make announcements, shout your offer or use a microphone system. Be funny, entertain people. Say something!
4. Be seen: Your sales area should be branded with your company logo in a tasteful display that is created specifically to each event. Customize, put time and money into appearance.
5. Create an atmosphere: Make your area unique and inviting to visitors. Lighting, carpeting, chairs, display cases, walls, spinning lights. Do whatever it takes to make the area provocative.
6. Create an experience: Your product could be sports socks or old records. Doesn’t matter. People will only come in to look if you’re interesting and providing them with an experience that is memorable. Use your imagination.
7. Location, location, location: You have to pay and pay early to get the best booth or floor location at an event. Plan ahead and look into the layout. Entrances, exits, front and center. Know your venue before the day of setup.
8. Price for audience: If you’re there to sell, then get ready to price it for your audience. Events are different every year. You have to be able to adjust if you’re not selling product. Mark it down, put up sales prices.
9. Use all available spaces: Invest in coverings to use interior and exterior of your areas. Brand the entire area inside, outside so that you can stick out. Use walls, ceilings, provide options, have backups in case you sell out.
10. Be competitive: Be aware that competition may be nearby and you may need to price accordingly. Walk around and see what your competitor is offering. Beat it with more options or pricing.
