Trade show marketing is really all about making impressions. Successful exhibitors give careful thought to everything from display design and tag lines to novelty promotional products, and the selection of optimal floor space. Now in days budgets are stretched and nothing is overlooked while focusing on the goal of putting the company's best image on display.
Trade shows and other forms of event marketing have one clear advantage: They are people events. Businesses are run by people and customers are always people. A handshake and a greeting, as a way to start the prospecting/sales process, supercedes everything else.
Managing your personal impression is more important than anything assembled, printed or distributed. Always being conscious that impressions are emotional, not fact-based, will be the real foundation of successful marketing. Impressions are not about what you want someone to think, but how you want them to feel.
Treat your next marketing event like you were hosting a party at your home. Greeting people with a smile and a handshake will make them feel welcome and happy to be there. This approach will serve you well in your goal of turning attendees into prospects and customers. Standing slump-postured with your arms folded or talking on a cell phone let's people know you have priorities greater than spending a few minutes with them.
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