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Should getting customers to event not possible, you should try using client references on your display material for maximum impact. You would of course need to get permission from clients to be able to put their names on to display materials.
Free coffee anyone? : Some sales personnel might feel that giving away complimentary food and drink at a trade show booth is a waste of good money. They may very well be right. However, if you have a good prospect in front of you, chances of stopping him a couple of minutes longer are increased with opportunity of offering him a cup of steaming coffee.
Another strange thing that happens at stands offering complimentary food or drink is that there is usually some people standing around booth making it look busy. You will be surprised how people get attracted by seeing a busy trade show booth. It has something to with human perspective of being attracted to crowds but does work to your advantage in a busy trade show.
Focused communication: Various steps taken towards focused communication at a trade show booth can enhance chances of on spot sales and generation of genuine sales enquiries. Though this is mentioned in detail in another article, printed hand outs should be of good quality and carry all information about your product or service in a cohesive fashion.
The fact that trade shows are effective can only be further confirmed by noting increase in number of trade shows in past few years.
Patty Stripes is an editor for The Trade Show Booth, check out her latest articles about using a trade show exhibit booth, used trade show display and advantages of a compelling trade show booth design.