Traveling Trade Show Booth

by Richard avdoian

When you do business outside your office, everywhere you stop becomes a mobile workplace.

Why not capitalize on these opportunities and create a mini trade show booth? A well-designed trade show exhibit can be a productive and efficient, low-cost vehicle to attract new prospects and enhance your company brand.

Let’s face it: Today everywhere we travel provides us with opportunities to market our businesses. It is not uncommon to find me at the local Panera or Barnes and Noble Café.  Not only do I get my caffeine fix for the day along with access to free Wi-Fi but I also get the opportunity to attract prospects for the various facets of my business. Coffee shops have proved to be ideal locations to promote myself and my services.

Trade shows can provide corporations, small businesses and associations with a wonderful opportunity to spread the word to their target audience(s), enhance relationships with current clients and offer the time to establish relationships with receptive new prospects. The key is getting more quality, relaxed face time with ideal prospects. Trade shows are not cheap by any means, considering travel expenses, hotel accommodations, booth cost and meals. 

I have taken the traditional trade show format to virtually everywhere I travel and work, from the local coffee shop to restaurants and airports throughout the country.

Use the following steps to create a traveling trade show booth.
Suggested supplies and materials:
-    A few current copies of your professional association’s magazine, your business newsletter or other business periodicals related to your expertise/industries.
-    A name tag on your briefcase (one side your business card and the other side your business association logo). Place briefcase in a prominent position near you, revealing either side of the tag.
-    A few small promotional items (newsletters, brochures, etc.).
-    A few business cards.
Display all of the above in a fairly organized way but not so that it looks staged. The objective is to subtly prompt curiosity from bystanders who may scan your mini trade show booth while passing by. While working, occasionally touch or glance at the various items to suggest that you need to refer to the items, which often draws more attention to you, heightens curiosity and prompts questions.
Areas ideal for mini traveling trade shows:
-    Airport gates – use the seat next to you or the floor.  
-    Airport restaurants/bars – while dining or coping with long layovers.
-    Planes – use seat trays.
-    Coffee shops and bookstore cafes.

-    Waiting rooms – use the seat next to you or the floor.

After one year of implementing a traveling trade show, I was able to directly link  two speaking engagements, five coaching clients and one long-term consulting client, and I bartered an office and clerical services.
There are no boundaries on where you can promote your products and services, so be creative, bold and adventurous. Remember that it is much easier to be hunted by prospects than to hunt for them.

Richard Avdoian is president of Voyage to Success, a business consulting group.  He works with corporations, businesses and associations committed to training and retaining highly motivated, productive employees and businesses committed to providing exemplary customer service and increasing productivity and profitability. For information about training and seminars, visit www.VoyagetoSuccess.com or contact Avdoian personally at Richard@RichardAvdoian.com or 618-972-8588.