Get The Most From Exhibiting At Trade Shows - 18 Tips

Every industry has trade shows; you just need to pick the right one to make sure you get the most from your money.

Pick the Right Show

Check with the trade associations for your industry to see what shows they recommend. Get some figures on numbers of people attending in past years. If possible get hold of previous exhibitor and attendee lists. Call a few exhibitors, preferably ones that do not directly compete, and ask what they thought of the show. Call previous delegates. Ask them what they thought and how useful they found their attendance.

When you put your mind to it there are lots of ways of choosing the best possible show for your purposes.

Normally it is better to choose shows with a solid history of three or more years experience. Any less and there might not be enough 'buzz' to make it worthwhile attending.

Plan to Achieve a Return on Your Investment

Location

The first main thing is location. Just like in any other form of Real Estate, the location of your exhibit booth is key to your success. Ask for floor plans and traffic patterns so you can book space that is highly visible (but be prepared to pay a higher price for better location).

Once you have the location of your booth space locked down (get it in writing on your signed contract with the organisers), the next most import thing to do is PREPARE.

Prepare To Succeed

• Booth
  • Rent or buy (call and talk to the “Decorator” or “Expo Services” company to help you determine which is best for you
  • Graphics – what type, how many
  • Are there rules that union labor must set up your booth? Ask the Decorator.

• Collateral
  • What literature do you plan to give away at the show?
  • Find out recommended numbers brochures to ship from the trade show coordinating company
  • Bring only a few of your most expensive packets…you can always follow up with qualified leads by mailing the more expensive packets when you are back in the office.

• Booth Traffic
  • Figure out in advance what you’ll do to bring people to your booth
  • Give-aways
  • Drawings
  • Presentations

• Staffing
  • Do not let your staff sit down. Prospects will not come by a booth where all the trade show staff are sitting, or looking bored, or eating
  • Staff the booth with knowledgeable people. This is your chance to get face-to-face with qualified prospects, don’t waste the only chance you might have by staffing your booth with temps.

• Lead Collection
  • How will you collect leads?
  • Order a name scanner from the trade show Expo company
  • Bring a bowl to collect business cards
  • Consider having a form for prospects to fill out (but be prepared with “promotional items” like pens or stress balls to give the prospects a reason to take the time to fill it out)

• Plan Your Follow Up
  • All the leads in the world won’t benefit you if you don’t follow up on them within one to three weeks after the trade show.
  • If you are sending a trade show follow up mailer, have it printed BEFORE you leave for the show, so it can be mailed upon your return.

Giving thought to these areas before you exhibit at a trade show will ensure that your return is higher than if you simply show up! The trade show Expo Services and the conference hosting company are both great resources. You are paying them to participate in the show, let them help you prepare for it!

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses. His website Business Growth Solutions has been designed to help owner-managers cut through the hype and produce innovative marketing plans that deliver results.

Copyright 2005 Keith Longmire.

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