Author:
Taylor Walston
Exhibiting at local events is a great way to introduce a community to your programs. Yes, a strong social-media presence is vital to marketing campaigns, but it can’t be your only outlet. Even with the internet, you must get out in public and share your ideas through face-to-face interactions with potential clients.
Allison Jasper, ATA’s director of marketing and communications, offers advice to retailers for maximizing the number of people visiting their booth. To start, keep your booth neat and organized. Next, hang at least one nice banner to keep your branding visible. An eye-catching banner has been a marketing staple for ages, and will likely never lose its punch.
“Have something that easily draws people in, and post it on social media,” Jasper said. “Make sure people know you’ll be at the event. Let them know when and where to find you. It’s also worth boosting your social-media posts for $10 to $15 to expand your reach to audiences that haven’t “liked” your social-media page.”
Boosting posts on social media is a great way to reach people who might not know about you. Creating your own shareable content is a great start, but you can also keep your social media going strong long after the event by providing photo ops at your booth for clients to share on their own accounts. If your booth is Instagram-worthy, people will share it for days.
Jasper also shared these do’s and don’ts for a successful booth:
If they take something home with your company’s name on it, they’ll remember you by association. They will also be walking around with your merchandise all day, which keeps your name on their minds. Photo Credit: ooyala BA exhibits.
DO’S:
Prizes
“Offer a raffle or a giveaway,” Jasper suggests. “People love the chance to win something. Or give out something like pens, cinch bags or anything small. That helps draw people to your booth, big or small.”
Ongoing giveaways at your booth can keep everyone’s attention for hours. They’re a wonderful way to sustain your presence by catching people’s attention all day as they walk by. If they take something home with your company’s name on it, they’ll remember you by association. They will also be walking around with your merchandise all day, which keeps your name on their minds.
Consider the Explore Archery curriculum from USA Archery, which provides instructors and retailers everything they need to implement an archery program. Their candy-wrapper exercise is an ideal game for a giveaway because it engages archers and provides multiple opportunities to win.
Personalize Conversations
It’s also important to make visitors feel special. They don’t want to feel like they’re talking to a used-car salesman. They want to know you care about them, and not just trying to make a sale. Talk to them about products you think are truly right for them.
Staffing a booth at an event lets you reach potential clients online and in person. It’s a great way to get your name out there while providing unique, memorable experiences. Photo Credit: Shannon Rikard.
DON’TS:
Go Too Big
“Don’t have a big, elaborate plan to try wooing people,” Jasper said. “Know what service/product/sale you’re trying to make, and stick to it. If people want to talk about something else, ask if they can swing by late in the day or first thing the next day so you can spend more time discussing that specific topic. That frees up your time to speak with more people, and singles out that one individual as special. They will feel like you’re scheduling a one-on-one appointment.”
Be Too Vague
Don’t leave interactions open-ended. You want potential clients to leave your booth with a clear call to action. They should know exactly what you’d like them to do with your information. Determine whether your focus is getting them to buy your products, take a class at your range, or check out your service options. If they know exactly what they can get from you, they’ll more likely follow through.
Staffing a booth at an event lets you reach potential clients online and in person. It’s a great way to get your name out there while providing unique, memorable experiences. Use these tools at your booth, and you’ll see what a difference you can make. If you have questions or want further marketing help, contact Kayla Becker or Allison Jasper.