How To Take Advantage of a "Networking Reception in the Exhibit Hall” and Have More Conversations with People Who Will Buy From You

Almost every medium-sized trade show now begins with a “welcome party in the exhibit hall” and ends each day with a  “networking reception in the exhibit call.”

Are these really “networking receptions” or are they just more “exhibit hall time?"

If you’ve attended one of these events, you’ll notice that people are in a different mood.  They aren’t wandering the trade show floor or marching to an appointment at a booth.  They really are walking around, talking with each other, and “networking.”

That makes these events a much bigger opportunity to capture your idea prospect’s attention, focus it on your booth, and create further opportunities to connect with your prospect throughout the show (and afterward).

There are two ways you can approach this event.  

The first, would be to simply staff the booth as you typically would.  Put out some pens and literature, stand proudly, and hope that someone reads your signage and decides to talk to you.  

Or, you could do what real master networkers do at real networking events - you could be really interesting, and get interesting people interested in what you do.

Great networkers always have a conversation starter - something that gets people’s attention, gets them focused on your conversation, and ideally gets the other person talking about themselves.  

Great networkers also have an elevator pitch - and great networkers know that an elevator pitch doesn’t tell people about you, as much as it tells people about the problem that you solve for other people, and then asks them if they’ve ever had that problem.  (Check out David Sandler’s You Can’t Teach a Kid to Ride a Bike at a Seminar for more).

And finally, great networkers know how to create a follow up conversation after the interaction.  They don’t send emails or offer to send literature - they set an appointment to follow up, have a productive conversation, and agree to a solution if appropriate.

So how do you do that at scale during a “Networking Reception in the Exhibit Hall.”

First, take advantage of how the situation has been framed for the guests.  This isn’t really “trade show time,” it’s actually “a party.”  There’s drink stations, maybe some servers passing something to eat, and sometimes a little music playing louder than during the usual trade show time to keep things lively.

Join in.

Now is a fantastic time to do something unique and remarkable in your trade show booth. I’ve seen exhibitors install blackjack tables, caricature artists, magicians, mentalists, cooking demonstrations, and other performers in the booth to capture attention and focus it on the booth.  

A cybersecurity show in Florida actually required all the exhibitors to present some kind of entertainment to make the “reception on the exhibit hall floor” more interesting for the guests.

This is a relatively easy time to build a crowd because most attendees are focused on talking with each other and having some fun before the show starts.  They’re happy to walk over and enjoy something fun.  In fact, people are happy to bring their friends over to participate in the fun - because it’s a party!

You’ll get the attention of people who never planned to visit your trade show booth during the show:  the clients who already know what you do but don’t know about the new products and services you should be selling them, the clients who used to work with you but don’t know that there’s new products and service they should be buying from you now, and your competitors’ clients who don’t know what they’re missing out on by not working with you.

You’ll get their attention because you’re not trying to sell them anything, you’re just offering something fun.

“Did you see what he just did over there? You’ve got to go over and check that out…”

Next, you’ll want to get your booth staff engaged in the entertainment as well, so they’re having fun along with the attendees at the show.  They’re all laughing together, creating a sense of connection, and building some rapport so they feel like they know each other a little bit.

Then, you make your move.  Just when the show hits its most engaging point, your entertainer delivers your company’s elevator pitch. Just that tightly crafted, clear statement of the problem your company solves for people similar to the people at this show.

Finally, he delivers a very direct statement about what people should do if they have that problem and want to learn more about how to solve it. 

What happens then?

Some people will leave.  The entertainment is over, and they don’t need to talk to you. 

Some people will follow the call to action immediately.  Your booth staff will be able to talk to them and qualify them for an appointment right in the booth.  

Some people will remember the call to action and follow up during the rest of the show.  They’ll remember visiting your booth during the reception, and they’ll have a way to start a conversation with you during regular show hours.  

Some people will come up to your reps during the conference and start talking with them outside of show hours, too.  They’ve developed some connection during the entertainment, which means your salespeople can get more honest and complete answers to their qualifying questions.

Would you deploy a strategy like this? In the past, our clients have described this kind of technique as a “secret weapon” that differentiated their booth and their company from the others at the event. Their competitors occasionally described it as “an unfair advance,” but as a famous US Army Colonel said, “The last thing I want to do is be in a fair fight.”

Do you have a strategy for engaging your prospects and clients during receptions on the trade show floor? Does your company have an “elevator pitch” that makes your prospective clients want to engage with your team and learn how they can help them? Do you want to go home with a long roll of qualified prospects who are looking forward to your phone calls?

I don’t know if I can help you, but if you’re open to a conversation about your trade show strategy and objectives, I’d be happy to share what other companies have done in your particular situation. Give a call at (561) 596 3877 or schedule an appointment here.