Written By: Trevor Crotts
My first Global Pet Expo was over 11 years ago and it is an absolutely amazing show. That was when we launched my dog bed company BuddyRest. Our first day there changed our company and in many ways are lives.
Trade shows are a great opportunity to showcase your brand and connect with potential customers. However, it's important to approach them with a strategic mindset and a clear plan. After all these years we have learned a few key do's and don'ts to make the most of our time at the event. This experience share applies to all tradeshows of all sizes.
Don't Congregate with Teammates
One of the biggest mistakes that exhibitors make at trade shows is congregating with their teammates in the booth. While it may feel comfortable to stick together, it can be intimidating for potential customers who want to approach your booth. Instead, try to spread out and interact with visitors individually, making them feel welcomed and appreciated.
No Tables, Seats, Eating, Gum, or Cell Phone Use in the Booth
Another common mistake is to create a barrier between your team and potential customers by having tables, seats, or eating in the booth. Similarly, chewing gum or using cell phones in the booth can give the impression that you're not fully engaged with visitors. Instead, focus on creating an open and approachable environment by standing and interacting with visitors directly.
No Breaks in the Booth
It can be tempting to take breaks during slow periods in the booth, but this can give the impression that you're not fully committed to the event. Instead, try to stay engaged with visitors even during slow periods, whether by engaging in conversations or working on other tasks that are visible to visitors.
Focus on Creating a Sales Flow
At the Global Pet Expo, it's important to create a sales flow that encourages visitors to engage with your brand and learn more about your products. This means having a clear and concise message, making sure that your products are clearly displayed and labeled, and creating a welcoming environment that encourages visitors to approach your booth.
Ensure the Right People Are at the Show
Finally, it's important to ensure that the right people are at the show. This means having sales and marketing people who are comfortable interacting with visitors and representing your brand in a positive light. It's also important to have a zero negativity rule in effect, as negative attitudes can quickly kill the morale of the team and impact your success at the event.
Pay Attention to Badges, but not too much!
Each type of trade show visitor will have a badge that is classified as either Buyer, Guest, Distributor. You want to be on the lookout for buyers. However, there is often many important people who may not be a buyer per say, but could radically change your business. Keep your eyes, ears and heart open to all conversations and opportunities.
Also, make sure you meet people outside of the show. Some of the best deals I ever did spawned from a random conversation at lunch or waiting on a shuttle. Get out there and meet someone!
In conclusion, attending the Global Pet Expo can be a valuable opportunity to connect with potential customers and showcase your brand. By following these do's and don'ts, you can create an open and approachable booth that encourages visitors to engage with your brand and learn more about your products.
Written By: Trevor Crotts
I am an opportunistic entrepreneur with a passion for innovation, dedicated to creating value and driving growth in the pet industry and beyond. With an extensive background in sales and marketing, I have a proven track record of implementing my strategic vision in innovative ways.
Currently, I serve as the head of American Pet Works, a US-based manufacturer and distributor in the pet industry, where I have developed several well-established pet brands.
When people ask me "What do you do?" I like to reply with "Whatever it takes". Whether it's developing new products, optimizing supply chains, or delivering innovative marketing campaigns, I am committed to doing whatever it takes to help my clients succeed.
If you are looking for an experienced partner who can help you navigate the complexities of product development, manufacturing or marketing, I would be ready to connect with you. Let's explore how we can work together to drive growth and create value in your industry.