Networking to Stand Out at Your Next Trade Show

Written by | Event Marketing

Thanks to working with your creative services professional, you have a knock-out exhibit booth that turns heads, your marketing collateral conveys a clear call to action and your pre-event email survey is drawing in traffic. But when you emerge from behind that kiosk, do you know how to make an impression?

For many people—even outgoing integrated marketers—how to network remains a mystery.

Here are some strategies for networking with quiet self-assurance, confident that people will enjoy meeting you and will recall you afterwards, courtesy of Patricia Fripp, a speaker and executive speech coach.

  • Arrive looking your best. Yes, trade shows are hectic, but wrinkled clothes could signal that you don’t pay attention to detail.
  • Wear your name tag. “We’re all more likely to retain information that we see and hear at the same time, so wear your name tag up on your right shoulder,” Fripp advised.
  • Develop a memorable signature. Vogue Editor in Chief Anna Wintour wears her hair in a trademark bob. What visual cues could make you stand out? Fripp says men can wear ties that people will comment on, such as a money tie for a financial planner.
  • Develop an unforgettable greeting. “When you introduce yourself, don’t just say your name and job title,” Fripp said. “Instead, start by describing the benefits of what you do for clients.” You know that financial planner wearing a money tie? What if he introduced himself by saying, “I help rich people sleep better at night?” Memorable!
  • Always send a note or brochure the next day to the people you have met. Fripp is an advocate of making conversation notes and referring to these summaries when following up. You also could send promotional products, such as a branded pen.

For other marketing secrets, get to know the trade-show trends that could affect how you network and market.

Last modified: July 17, 2017

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