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Successful Trade Show Exhibiting: 

by Joanne Ruston, Speedpro Signs, Calgary NE

Here’s a list of tips to assist you in getting the most out of your trade show exhibiting:

Before The Show
Planning 
Planning for a trade show needs to start a few months in advance. Booth space is limited and must be reserved in advance. Once you have booked a booth in a show, advertise the heck out it.

Type of Trade Show Display
Decide the type of display signage that you are going to need for your space:

  • Portable booth displays – these can take a few months from the planning & designing through to the manufacturing – so plan ahead. This signage provides a backdrop for your booth. 
  • Table Top displays – this can be a portable tri fold table top display, or a free standing sign, both you can display on your table.
  • Banners – horizontal banners can be hung as a backdrop in cases where you don’t have a portable booth, and/or a free standing retractable banner stand that can be positioned anywhere in your booth area. Tear drop banners can also be used to direct attention to your booth
  • Sandwich boards/A-Frames can also be used as a free-standing sign  

Design
A good exhibit clearly communicates one major message. This draws in more prospects to your booth than an unfocused cacophony of messages.

An open booth design, with no tables obstructing access, invites attendees to come in.

Maximize walking around space by mounting brochure displays on walls. Use interesting graphics to draw people’s attention.  When designing your message/content for your various signages, ensure it is easy to read and understand – and that the graphics tell the story at a glance.

Supplies
Ensure your marketing materials are up to date. Take care of this early, in case revisions need to be made.  Ensure you have enough collateral printed for hand outs. Design forms for filling out prospect information – clear forms eliminate guesswork. Consider giveaways to generate attention, brand awareness and a sense of fun. These don’t have to be expensive, just make sure the items are useful or unique. Even Pens with your logo and web address can be very effective.

Demos, videos, power-point presentations
These will draw attendees to your booth and help them learn more about your business.

Create a unique identity for your booth staff
Decide on a “dress code” for your staff. Matching shirts or blazers will make your representatives easily identifiable, and will look professional.

Train your booth staff
This is very important! Your staff needs to understand what is expected of them. They need to be briefed on all new products, programs and initiatives that should be emphasized. They must know how to run demos and presentations, and some basic trouble shooting. Nothing looks more unprofessional then when demos don’t work.

During the Show

Set up a rotating booth schedule for staff
Your staff needs a break for lunch and relaxing. They will be more alert & cheerful if they don’t’ have to stay at the booth all day long

Remind staff to record all prospect information
Encourage staff to record everything they learn about a prospect’s needs. Stress the importance of getting email addresses and phone numbers.


Encourage staff to greet people warmly – and SMILE! 
This is often forgotten. An inviting attitude can give you a valuable first impression. Staff should avoid having their backs to the entrance, or taking phone calls while on duty.

After the Show

Send requested literature immediately
Send requested material within 24 hours if possible. A quick response is your second opportunity to make a favorable impression.

Include a teaser on the envelope or in the email subject line
Be sure to mention your company’s name and the name of the trade show on the outside of the envelope/subject line of the email, so they know your letter is not junk mail.

Keep track of your prospects
Nothing signals the success of your trade show effort better than having prospects purchase your products. Keep a record of the customers who found out about your products through the trade show. These results tabulated, can show you the show’s return on investment.

Analyze “lessons learned”
After each show, evaluate what went well and what didn't. This will help improve your efforts in future trade shows.

Plan a TRADE SHOW:
Top Things to Consider

Review our Checklist of
General Planning Tips
 and keep the following Tips in mind for your next Trade Show.
  1. Evaluate and select trade shows carefully – are attendees likely customers for your company?
  2. Read the show manual – everything you need to know about the show is in this, floor plans, exhibit specifications, invitations for potential speakers etc.
  3. Identify your goals – what do you want to accomplish as a result of your participation in the show? (increase your visibility, check out the competition etc)
  4. Develop a clear key message that you want to communicate
  5. Booth design – identify the signage needed for the booth
  6. Collateral – ensure you have time to update your collateral/hand outs and have printed in time for the show.
  7. Corporate branded giveaways – ensure you give yourself enough time to identify the giveaway and have them ordered



 

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