Trade shows are always exciting. There’s a ton of planning and preparation, and when the day comes, you’re ready. You’re anxious and excited, but you’re ready to put your feet through those doors, set up your creative graphics, put together your booth, and bask in the detail, work, effort, and passion that’s represented by your exhibit design.
You’re ready to show off your brand, to make your mark on the world, and to share your passion with all the attendees. You’ve managed to create some fun interactions, and have interesting freebies to hand off to bystanders while you present your brand in a quick summary.
This is what’s known as the elevator pitch. Pitches are short already, you only have a few minutes to make a person care. You have around 180 seconds to tell people what your brand is, why it’s important, why they should care, and why they should “invest” in your brand…no, why they NEED to invest in your brand. The problem with this,is that’s too long of a pitch for the trade show. Instead, you get to present an elevator pitch, 30 seconds to sell your brand in the best way you can.
30 seconds is the time to represent your teams hard work and dedication to a brand and set itself apart from its competitors….no, that’s not long at all, but there’s no need to stress. It’s been done, and it can be done again, with your brand!
Tell them your brand’s name, and what it is exactly you do, and what makes you unique. Obviously, you can talk to somebody about this for hours, days even, but today, give it a sentence or two. Make it the most compact but powerful summary you’ve ever written.
Make Them Want to Know More
The main advantage an elevator pitch gives you is you grab their interest while encouraging them to learn more…not confuse them, so they have to ask questions in order to figure out what you were talking about. It’s a conversation starter, so make sure that what you say can lead to a bigger discussion.
Connections are Made Face-to-Face
It’s important to remember that while social media can attract attention, and bring people together, there’s still something missing in that interaction. You want to get to know the person behind the words, or in this case, the brand behind the words. Face to face is still the most powerful way to make a connection, but if you can’t make that impression a positive one in a short period of time, it will take away from all that a trade show has to offer.
While you know people staying at your booth have an initial interest, that doesn’t mean they’re the only interested attendees. Your perfect future loyal customer can be standing right next to you at any moment. Continue your elevator pitches with them. It shouldn’t appear scripted, it should get you both talking and educate them on the brand. Never stop providing elevator pitches.
Fun Fact: It’s called an elevator pitch because it shouldn’t be longer than an elevator ride, use that as a planning tool.