Tips to connect with introverts at trade shows

By Stephanie Lamie

When preparing for a trade show, there’s a lot to consider. From staffing and messaging to booth design and giveaways, you have to plan for everything. Finding a way to engage with all event attendees can be easily overlooked, as not everyone is an extrovert.

It’s estimated that between 25 and 40% of people worldwide are introverted. When compared to extroverts, this population is more inward-focused, reserved and passive. In a trade show setting, the dynamic, high-volume, attention-grabbing actions that appeal to some attendees might not be the best way to reach others.

Think of this as an introvert survival guide for trade shows—designed to help you create a space that’s engaging without being overwhelming. Here are five tips to better connect with introverted attendees at your next event.

Manage exhibit traffic

On the surface, a trade show booth swarmed with people might seem like a dream. After all, the whole point is to get attendees interested in your brand, products or services. But there can be too much of a good thing. If a booth looks overly crowded, an introvert might pass it by. Consider the optimal amount of traffic and plan your exhibit and activities accordingly. Create breaks between demos, games or activities to allow people to come and go. Signage can help direct attendees to what they’re looking for. Promotional banners can also help manage the flow.

Offer a calmer, quieter space

A booth full of energy and excitement can be a good thing. But be strategic when it comes to music, sound effects, flashy displays and other loud features. Introverts tend to prefer quieter, less-stimulating environments. Provide comfortable seating away from the action—like a booth or coffee shop-style setting—to use for one-on-one conversations and more thoughtful interactions. A partition or curtain can help block distractions. While it may be a calmer area, it doesn’t have to be a snooze. Keep a tabletop prize wheel handy. After connecting with attendees one-on-one, let them spin to win samples or promo items, like charging cables or beach towels.

Train staff for all personality types

Introverted attendees are more likely to engage with someone offering an authentic interaction, versus a rehearsed pitch. Train staff to read social cues and interact with attendees accordingly. Because it’s likely many booth staffers are extroverted themselves, it’s important they avoid assuming everyone they interact with operates at the same energy level. They should ask questions and listen closely to get the most out of every interaction—and deliver only the information each attendee is genuinely interested in. When the conversation wraps, offer a cleaning cloth or sticky pad imprinted with links so they can learn more.

Provide an exhibit guide

Do you have a booth staffer who’s mastered introvert interactions? Designate them to be the guide to your booth, and encourage them to walk and talk with visitors. In some settings, a calm and knowledgeable host might be exactly what an introverted person needs to engage. It takes the pressure off when it comes to initiating conversations or joining existing groups of people. Bonus: Providing a one-on-one experience can bring great benefits to both parties, be it leads, sales or other opportunities.

Offer plenty of follow-up opportunities

Even with well-trained staff or a one-on-one guide available, a bustling trade show booth can be overwhelming for some people—especially near the end of a daylong event. Give attendees a variety of avenues for follow-ups. Think brochures, coasters or hand sanitizers imprinted with QR codes that link to resources or opportunities to sign up for newsletters, text messages and other information. By providing options, you increase the odds the connection formed at the event can continue and grow.

Engage all audiences, explore all opportunities

They may not announce their presence loudly, but introverted trade show attendees are out there. And they’re potentially interested in what your organization has to offer. By keeping them in mind while strategizing for events, you can better engage and connect with everyone. Leave no trade show attendee behind!

Sources