Attract Qualified Leads at Your Trade Show Booth: Anders Boulanger

Show Notes

Trade Show Engagement: Get Visitors to Stop & Stay
What to Say at Your Trade Show Booth to Start Conversations

Episode 326 (Anders is based in Manitoba) (Repeat of #176)

In this conversation with Anders Boulanger we explore:

• how to attract attention in a crowded trade show


• why relevance gives visitors a reason to stay


• how to identify prospects through the problems they face


• how visual metaphors explain less exciting products


• why an aha moment can make a message memorable


• how booth staff can discourage potential customers


• what to say to start a booth conversation


• how to move visitors into a deeper product experience


• how to preserve energy during a long show


• why the final day deserves sustained effort

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About our guest, Anders Boulanger:

He has performed at over 200 trade shows. His exhibit clients average a 54% increase is trade show leads.

As well as performing at trade shows, he offers Trade Show Infotaining to prepare your staff for a more productive trade show experience.

Visit engagify.ai

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Key lessons about trades shows from this conversaton with Anders:

• Connect attention to relevance. Visitors need a reason to stay that relates to their own problems.


• Use contrast to capture and renew attention. Change what visitors see or experience when attention fades.


• Qualify the audience through its challenges. Ask who experiences the problem your company can help solve.


• Integrate visual metaphors with your message. Choose a demonstration that makes the business benefit easier to understand.


• Give visitors a chance to make the connection themselves. An aha moment can help them remember the message.


• Prepare staff to receive visitors. A successful presentation needs a clear handoff into a deeper booth conversation.


• Remove behaviours that discourage contact. Phones, private staff conversations and meals in the booth can push visitors away.


• Start conversations with a friendly greeting or an easy question. Prepare a concise explanation of what your company does.


• Protect the team’s energy. Use breaks well, plan coverage and choose footwear suited to long periods on your feet.


• Brief the team and maintain effort through the final day. Agree on objectives and keep looking for worthwhile conversations.

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