How to approach tabling events to take the stress off of you, so you can put your focus back on the attendees!
Tabling at vendor events can be an effective way to promote your organization, business, or non-profit’s mission, however, it can be challenging to capture people’s attention and engage them in conversation. Some events can have dozens, if not hundreds, of other booths, not to mention the hundreds or thousands of attendees present!
The vast number of attendees alone can be intimidating. Then you add in the fact that your organization needs to stand out to even TALK to anyone… it just adds a whole other layer!
To take the stress out of tabling, I’ve come up with something called the “C.A.K.E. Walk” approach. I’ve done tabling for my Future Farmers of America (FFA) chapter, my college fraternity (Alpha Gamma Rho), the non-profit I currently run (Northern California Herpetological Society), and multiple other organizations so I know the feeling first hand.
The C.A.K.E. Walk approach is an effective way to create a memorable and engaging booth that attracts visitors and helps to achieve your goals. Look below to learn how you can use the C.A.K.E. Walk to make tabling.. well.. a piece of cake!
CLEAN
The first element of the CAKE Walk approach is “Clean.” It’s essential to ensure that both the table and volunteers at the booth look clean and presentable.
Keep the table clutter-free and well-organized, and make sure the booth is clean and tidy. Have a central trash bag placed discreetly in your booth to easily dispose of any unwanted garbage that may appear throughout the event. You can also limit any visible personal items by using table covers that extend to the floor. This creates an easily accessible and secure place for you staff to place their belongings and keeps your booth looking tidy and professional!
My favorite “pro-tip” is to have a “natural cover” where your staff can place drinks on the table out of view of attendees. This can be as simple as a small space behind a raffle basket or sign taller than the cup. A little bit of room can go a long way in keeping your table looking clutter-free!
Now that we’ve talked about the table, let’s talk about the people. The people manning the booth should look their best, but appropriate. They should be dressed in a manner that makes sense for the venue you are at. If you’re a reptile non-profit (like what I run), having everyone in formal attire does not make sense, but branded T-Shirts does. If you’re a business consultant, leave the crocs at home and wear dress shoes.
Being dressed appropriately for the event is imperative to looking good, and is the first step to being approachable.
APPROACHABLE
The next element is “Approachable.” Volunteers should be friendly, approachable, and eager to engage visitors in conversation.
As mentioned earlier, be sure that your volunteers’ clothing matches the “vibe” of the event. Err on the side of a bit more… “put together.” This will show that, while you have similar interests, you have a booth for a reason!
Encourage those working your booth to be engaged and interact with people. Discourage staring at their phones, not-paying attention, or TOO much conversation amongst each other (at the detriment of the attendees!). This positive energy will attract visitors to your booth, and people at your booth can be turned into supporters or even customers!
Volunteers should maintain good eye contact and show genuine interest in the visitor. It’s essential to make visitors feel welcomed and valued. Train your staff to ask open-ended questions that get the prospects talking. This will give you ample opportunity to connect the person on the other side of the table’s wants and values to your product, service, or non-profit.
The MOST important tactic to remind your group of is to INITIATE CONTACT! Nothing is worse than volunteers sitting/ standing there and saying nothing to those walking around. People are at the event for a reason. Bring them in with a question, a greeting, or a general pitch of what y’all are doing there!
Being able to connect your organization to the prospect is pivotal to the days’ success, and will ensure that they know what they are talking about.
KNOWLEDGEABLE
“Knowledgeable” is the third element of the CAKE Walk approach.
Volunteers should be well-trained and have a deep understanding of the organization’s mission, products, or services. Volunteers should also be knowledgeable about the industry and able to answer any questions visitors may have. You are tabling at events for a reason! Share what you know!
Sometimes a prospect will ask something a bit advanced, or in something you aren’t 100% familiar with. If someone doesn’t know the answer to something, I would suggest they own it. When asked a question I am unsure about, I will say something along the lines of “I don’t know, let me double check” or “Let me grab someone that does know the answer.” I have found that this builds trust, and it ensures that the attendee gets the information that they need. And, at the end of the day, it’s a learning opportunity!
Having clean, approachable, and knowledgeable staff is only half the battle. Another main factor is having something at your booth to pull attention from your competition to you. You need something eye-catching!
EYE-CATCHING
The fourth element of the CAKE Walk approach is “Eye-catching.”
Aim to have something that attendees can See, Touch, or Do!
The booth should be visually appealing and draw visitors in, yes, but something that screams “Hey! Look at me! I have something to offer YOU!” can go a LONG way.
Consider adding raffle baskets, spinning wheels, or swag to your table to get your brand in people’s hands. Don’t get me wrong, I’m not saying that a pen with your company’s logo will make you millions, but it can be a great way to start creating brand recognition!
Interactive displays like “Before I Die” walls, photo booths, and “Instagram Photo Challenges” create a memorable experience for visitors and encourage them to be “mini-brand ambassadors” for your organization!
Now that we’ve gone through the “CAKE” portion, we can start to figure out how that works with the overall goal of the event. We can talk the talk, but can you walk the walk?
WALK
Finally, the “Walk” portion of the CAKE Walk approach is about setting a specific goal for the booth.
Determine what the goal of the booth is, such as signing up new members, generating leads, or selling products. Volunteers should then work to “walk alongside” visitors and guide them towards that goal. By engaging in conversation, asking questions, and showing interest, volunteers can lead visitors towards the desired outcome. Be sure that your mission for tabling at events is aligned with what your organization is offering.
This is where some basic sales training and coaching can come into play. Look into the best practices for your industry and what it is you are trying to do, so that you can accomplish your goals!
As an extra piece of advice…. Do NOT miss out on the opportunity to build up your email list as well. Just because people won’t become a customer or donor today, doesn’t mean you should lose them forever. A simple sheet of paper or Google Form to collect names and emails is critical for success in the future.
CONCLUSION
The CAKE Walk approach is an effective way to create an engaging and memorable booth while tabling at events. By focusing on being Clean, Approachable, Knowledgeable, and Eye-catching, and setting a specific goal for the booth, organizations can attract visitors and achieve their goals.
The CAKE Walk approach is something I have been utilizing in the last couple of years, and it’s helped NCHS reach more people, sign on more members, and raise more money for our cause!
This approach is meant to work whether it is your first event or your hundredth. Try it out and see how it fits on your organization!
If you are a leader looking to take your organization to the next level, consider working with Within Range Life Coaching! With our 12-week coaching program “The Person Behind the Mission” we will focus on YOU as an individual. “One can’t pour from an empty cup”, so we will work with you to “fill your cup” so you can pour unto others.