My company will be at a major trade show for the heavy equipment industry early next year so of course we are starting to plan for it now. We’re good to go with booth set up/layout, SWAG, and literature. We are also doing demonstrations of our equipment and qualified visitors will be allowed to ‘test’ them.

The concern is, how to keep people interested enough to ‘stick around’ the booth since more than likely key staff members will be conducting equipment demonstrations.

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The goal for your booth is to get people interested in your products. You should capture the contact information of booth visitors and pre-qualify them. Don’t try to hog them at the show – they’re looking to see as much as possible. Do make it easy for them to find out about you and to schedule a one-on-one 15-minute meeting during/before/after the show to further answer any questions.