How Should Business Owners Engage Prospective Customers in Their Booths at Trade Shows and Exhibitions?

trade show displays

Several business owners take part in trade shows and exhibitions to further their business interests. In some cases, they will come across like-minded business owners with common interests. The associations thus formed could enable business owners to find alternative sources for raw materials. Alternatively, they could give business owners access to specialists who could help promote the wares of the business owner. Similarly, participating in these events can often be a great way to keep an eye on the competition. If you’re trying to stay ahead of your business rivals, these events can provide good indicators of the plans or strategies of your competitors. Lastly, participating in trade shows and events can be a good way to build constructive bonds with your prospective clients. Interacting with your target audience at these events can give your prospective clients an opportunity of meeting and conversing with the people behind the brand.


Unfortunately, not many business owners focus on engaging with their target audience at these events. Instead, they simply focus on making attempts to sell as many of their products as possible, In the short-term, this approach might yield some financial benefits, if at all. But, not capitalising on the opportunities on offer that enable you to forge relationships with your audience could hurt your business in the long run. For these reasons, business owners need to do more than sell their wares at trade shows and exhibitions. They will certainly need to rely on banner stands, flags and other event displays to make their stalls and booths attractive. At the same time, they will need to ensure that their event displays communicate their message concisely and effectively. Moreover, they will also need to ensure that they capitalise on the opportunity of engaging with their target audience at different stages of the event.


Prior to attending a trade show or exhibition, you can connect with your existing customers on various social media networks. You could use the event as a pretext for increasing awareness levels of new products or services that you’re offering. You could also encourage your customers to visit your stall at the event. It goes without saying that those who follow you on various social media sites will spread the word among others in their networks. Thus, you will be able to increase your prospective customer base with minimal fuss. On occasions, open and stimulating interactions with people could give you the opportunity for connecting with interested people on the show floor too. This could be a good incentive to get more people to visit your stall at the event.


During the event, you will need to design your stall perfectly. While you might not need to install event marquees at each event, you will need to provide a comfortable and welcoming space in the booth. This will make it easier for you to converse with visitors. You will not need to have a sitting space that occupies most of your exhibit space. But, having a semi-private area comprising 10 – 20 percent of the total space of the stall could be useful. You could make the interaction more relaxed and warmer by offering refreshments such as tea, coffee etc. Visitors will enjoy the comfortable ambience of the stall. Thus, the conversation could end up being mutually beneficial. However, you will do well to note that the trade show stall remains a place for you to engage your visitors. So, avoid attempting to solve all your customers’ problems from or in the booth. Ideally, your stall will initiate the process of engagement with prospective clients that could result in future sales.

For more information, contact us at Swift Display today.