Ten Times The Normal Results From A Trade Show Booth

What can you do at your next trade show to successfully draw people to visit your booth with an irresistible tractor beam? Plenty. Recently, one of our clients, a plumbing contractor, scored big at the NARI Home Improvement Show by using a few simple techniques. These simple techniques increased their normal results by TEN TIMES.

In the past, they would do the normal trade show booth thing – they hoisted a large banner that displayed their logo and passed out little refrigerator magnets with their phone number and company logo. They were attempting to capture any business they could...which usually resulted in a few thousand dollars of business in the course of a year. Most of the jobs were sewer maintenance jobs – low profit and high hassle.

This year they decided to focus on a completely different aspect of their business...under slab leak detection and repair. Instead of a boring company logo that didn’t tell anyone anything about their business, their banner this year had this headline: “Cracks In Your Home? Free 10 Point Checklist Detects Problems Before They Become Serious.” This headline allowed them to draw in a multitude of people that in past shows had walked right past their booth unaware that they even had a potential problem...let alone that there was a solution.

The results: 10 jobs that are worth about $3,000 each. Magnets were still given out and will likely generate the same calls they usually receive. But more importantly, several hundred “10 Point Checklists” were handed out...and even one job in the future will surpass the total revenue that all of the sewer maintenance calls could generate.