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Why Didn’t That Attendee Stop In My Trade Show Booth?

Why Didn’t That Attendee Stop In My Tradeshow Booth?He sure looked like a perfectly good prospect.  He had the right color badge.  He works at a company that is in the right vertical market and the right size.  And your uncanny booth staffing sixth sense told you he even had an approved budget for your product.

Yet with barely a glance he sailed right on past your booth.  So why didn’t he drop anchor?  Perhaps for one or more of these 8 reasons:

  1. Your booth looked too boring.  Like too many other exhibitors, your trade show booth has dull colors, too much text, and too many small images.
  2. Your benefit was not clear.  With all that text, or else none at all, your trade show booth graphics didn’t quickly communicate what you sell — and why you are worth buying from.
  3. He doesn’t know you can solve his problems.  Because he doesn’t know your company yet, and what it can do for him.
  4. Your booth staffers didn’t appeal to him.  They looked unprofessional, uninterested, unmotivated, and pre-occupied — not the kind of people he wants to talk to — let alone buy from, for that matter.
  5. Your booth staff didn’t attempt to engage him.  Rather than offer a greeting or ask a question, they stared into space, or talked with each other, or into the phone.
  6. Your booth space lacks activity.  It looks too dull compared to other exhibitors who are having energetic conversations, presentations, demos, and more.
  7. He wasn’t invited.  He has only so much time to visit booths, so those that asked him to visit before the show get first dibs.  Or perhaps…
  8. He already has an appointment.  He breezed past you on the way to a meeting with another exhibitor further into the hall.  But you can still get him on his return trip — if he walks down your aisle again.

If you want to stop the parade of qualified attendees walking by, but not into, your booth, then improve your exhibit’s visual appeal, amp up your booth staff, create engaging activities, and get on attendees’ dance card before the show starts.

Then you can have many good conversations in your booth.  Which sure beats talking to yourself.

What's Working In Exhibiting White PaperFor more ways to prevent trade show attendees from passing you by, check out the What’s Working In Exhibiting white paper.  This guidebook is full of tips and ideas for successful exhibiting.  Click here to request your free copy. 

About the Author

Mike Thimmesch is the Principal at Thimmesch Marketing. For over 25 years, he has created and implemented innovative marketing, lead generation, and exhibiting strategies that profitably grow company sales and brand awareness. Mike rose to Director level at Skyline Exhibits, where he helped generate over a half million leads, resulting in over $1 billion in sales. He published 11 industry white papers and eight exhibiting books, presented over 100 trade show webinars, and wrote over 200 exhibit marketing blog posts.

2 responses to “Why Didn’t That Attendee Stop In My Trade Show Booth?

  1. Use creative ways to keep the attention of your visitors. Prize wheels and prize games with customized branding is a great way to keep interactivity fresh. And, of course, everyone loves to win something!

  2. You must also make sure you are in the right trade show. At times you may think the trade show you are at is the one for you because all your competitors are there. Perhaps trying a new one will help you stand out and attract new types of customers.

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