You’ve Got a Booth All Set Up, Now What?

By Mike Provard, FamilySearch Events Coordinator

For the last five and a half years I’ve been the point person for FamilySearch’s presence at genealogy and library conferences large and small, all over the country. In this role I’ve experienced this industry solely as an exhibitor. Recently I had the opportunity to be a trade show attendee. It was a couple of months ago in Las Vegas at the AWFS Fair, an event for woodworking manufacturing professionals, where my daughter won big in the student design competition (see http://tinyurl.com/yafxr92g, proud papa moment!).

I took time to wander the exhibit hall and I was able to make some interesting observations that are very applicable to the genealogy business industry, and especially to those who want to exhibit at one of the conferences we attend.

As I’ve browsed the comments made on the GBA Facebook page, I will make some conclusions about what an exhibitor can do to drive business to the booth, to engage the attendee, and leave a lasting impression of your company and product. I recognize that in some cases, small companies do not have lots of wiggle room for spending marketing money, but as the old adage goes, “It takes money to make money.”

Drive business to the booth

I will admit, I’m no social media expert, but I do know the impact a good social media campaign can have. So, here goes.

• Facebook: Set up a Facebook group to promote your products and announce upcoming shows that you’ll be exhibiting at.
• Instagram: Establish an Instagram account and start posting photos of your products and your booth. Let your followers know where you’ll be.

There are dozens of other platforms, but you get the idea that the best way to cheaply drive business to your booth is to engage your family, friends, and customers through social media. Don’t forget that these platforms are a great way to build word-of-mouth about your upcoming products and events. Use this method to promote give-aways and contests.

Beyond the pre-show things you can do, there needs to be something in the exhibit hall space that sets your booth apart from the rest. Some things to think about:

• Adding lights to the booth, highlighting items for sale, lighting a logo banner, anything to catch the attendee’s eye.
• Add an activity that captures the passerby. A plinko board, a spinning wheel, golf putting, bean bag toss. Each of these, and many more, are a way to catch the eye of a potential customer, and better with the hopes of winning something, even if it is a piece of candy. Before each toss, spin, putt, or drop, make sure you place a flyer or something in their hand to remind them of who they’re engaging with.

Lastly, and depending on available budget, consider becoming an event sponsor. Having your logo splashed in various places around the venue can reap great dividends. Sponsorship often allows sign placement in the facility, gives you space in a syllabus, or having your logo on a bag or lanyard.

Engaging with attendees

One of the biggest things I saw at the woodworking event, and to some degree at genealogy conferences, is booth workers not engaging with exhibit hall attendees. The participants stroll by a booth only to find the booth worker sitting behind a table or at the back of the booth, with their head bowed to a cell phone, oblivious to the potential of a new customer. Every person who passes by the booth needs to hear your message, even though you may have repeated it 10 dozen times that day. This new customer hasn’t heard it, and needs to hear it.

The message may be verbal (“Have you ever tried my product?”) or it may be something that you place in their hand (business card, half-sheet flyer, swag item). It could also be something colorful or bright that draws their attention to your booth and your message.

Whatever it is, be there for the attendee. Make sure your message is concise. You may have only seconds to get them to want to know more.

I’ll say one thing about booth design, which isn’t the point of this blog post. Whatever you do, try not to have a table at the front of the booth that physically places a barrier between you and your potential customers. Consider putting the table to the side or at the rear of the booth. If you must have a table at the front, spend a few dollars more and order the “counter height” (about 40” high) table. This is much more inviting, placing you standing behind the table looking directly into the eyes of the attendee, rather than having them look down to you sitting on a chair behind the table. Just a thought.

Leaving a lasting impressing of your company and product

There are ways to make conference attendees remember your company or product. Here are some ideas:

• Cool swag item
  • As I’ve worked with several vendors trying to find just the right thing to give away at the booth I have always had these things in mind:
    • The items must be useful to the attendee. A fitness product (for example, a jump rope) is not a good fit for the genealogy crowd. A simple tech item or an organization tool that would help in research, is more appropriate, and welcome. One thing that FamilySearch gave out three years ago was a simple microfiber cleaning cloth. It was extremely well received because almost everyone uses a tablet or has eyeglasses that get dirty, and a cleaning cloth is perfect. I’ve picked up several of these at various events and they are in several areas around the home and office keeping my iPad and my eyeglasses clean.
    • Your company logo must be prominently displayed when the product is being used. One of my vendors had attempted to woo me with a beautiful leather bi-fold frame. The company logo was debossed on the cover. However, when I put a couple of photos in the frame, opened it up to display on the shelf, the logo was now on the back side of the product against the wall, never to be seen again. What’s the point with that?!
• Contest
  • One way to keep the conversation going is to have a contest to give away a certain item. To enter the contest the attendee drops a business card or fills out an entry form (the entry form may have a tear-off where they keep your contact information, such as web site, Facebook, or Instagram links). Ask them to include an email address. After the event is over, port that email information to your newsletter database and get your latest news and information out to them.
• Keep the discussion going on your social media sites. Let your regular customers know that they missed a fantastic opportunity at the last event. Extend conference specials. Have additional contests, some of which may build up and culminate at your next event.

Final thought

All of these ideas are just a small part of what makes you successful in the exhibiting world. There are many more resources to help you get the most of your time and money when you decide to be a part of the event. I would love to hear your ideas. Post them to the Genealogy Business Alliance Discussion Group on Facebook or reply to this blog post. Or send the ideas directly to me at provardmr@familysearch.org.