TRADE
SHOW HINTS & TIPS
PREPARING FOR YOUR TRADE SHOW
The Scene: Lugging a bag bulging with brochures and
giveaways, a prospect heads towards you. Their glance roams your booth.
You have less than 10 seconds to catch their eye and convince them to stop.
What do they see? Do your displays, brochures, promotional items, even the
clothes you are wearing, carry a focused, coordinated message?
If someone approaching your booth knows - immediately
- whether they should (or should not) stop to talk, then you have prepared
properly.
KEYS TO PREPARING FOR SUCCESS
1. Select your goals upfront. This
is the number one key to trade show success. Make your objectives clear, quantifiable
and easy to convey. Make sure your vendors helping you prepare know them,
as well as those who will staff your booth.
2. Every decision you
make must be geared towards achieving your goal. Displays, brochures,
show apparel, and promotional take-homes must be selected and designed to
all work together to (a) attract the right people to your booth, (b) help
qualify your prospects and capture their contact information, and (c) leave
a positive impression that will last beyond the final day of the show.
3. Decide how you will
measure results, and what will be an acceptable outcome. Make sure
the measurement method is reasonable and understood by your everyone in your
booth.
4. Select your shows based on where your best prospects and current customers will be expecting you.In addition to shows sponsored by your own trade and professional organizations, check out websites such as Trade Show News Network (www.TSNN.com) for more options.
5. Build traffic to your booth in advance
of the show. The simplest way is by sending
letters or emails to invite current customers and key prospects.
A more involved, but even more successful,
way to attract visitors is by preparing a promotion, such as sending them
part of a custom puzzle, the cap of an expensive pen, or information on a
raffle to be held. You want to send anything that will put your company's
name on their must-see list.
Consider setting up specific appointments during the show - this demonstrates
respect for their time as well as reinforcing the business purpose for their
visit. Plus you will be sure to get adequate time to spend with them.
6. Make up and follow a preparation timeline. Using a checklist will help ensure nothing
gets forgotten. And, as a big bonus, you will avoid the surcharges that rushed
orders and shipping require. Procrastination can be very costly.
Preparation Timeline Template
Click here for a sample Preparation Timeline Template.
