Trade Show Tips 4

Here's a growing collection of trade show tips on nearly every aspect of exhibiting. Ideas and solutions for everything from shipping cases to storing displays, setting up your booth early, making small products visible, appointing trade show coordinator, packing trade show displays, and more.

Keep your own written record of the weight of each shipping case, both empty and full. That way you can ensure that you're being charged for the correct weight by the drayage company and the contractor.

It's important to focus your efforts differently for national trade shows and consumer shows. For national trade shows, emphasize company or brand identification. For consumer shows, emphasize product identification.

Ask how many exhibitors will be participating in the trade show you're considering, and how many exhibited at this show each of the past three years. If the number of exhibitors has increased every year, it's a good bet that this is a successful show.

Set up your trade show display early, so that your booth is completely ready to go an hour ahead of the show's start time. This gives you time to take a quick stroll through the exhibition hall to see what other vendors are offering, and to relax and prepare for hundreds of potential customers.

If your product samples are small, elevate them off the tabletop to make them more noticeable.

Make sure your booth signs are visible from the distance where most people will see them. Three-inch high letters can be seen from 70 to 80 feet away. One-inch high letters can be seen from 10 to 30 feet.

Two essentials to keep discreetly at your trade show booth are aspirin or other pain reliever so headaches won't affect booth staff's performance, and antibacterial hand wash for sanitizing after all the hands you'll be shaking.

Between trade shows, put one or two fabric softener sheets in each display storage case to counter musty odors that can develop during storage.

Have a lead management plan to make the most of all the leads you collect at a trade show. Follow up immediately when you get back to work after the show, and keep detailed records of each contact. Let nothing slip through the cracks, and measure your results.

Make the most of your trade show exhibit strategy by appointing an exhibit manager or trade show coordinator in your organization. Having one person responsible for managing and coordinating all trade show activities and exhibits prevents details from slipping through the cracks and enhances quality. It's best to choose a creative person with a flair for marketing and details, and include this person in all trade show meetings and decisions within your organization.

Store your trade show booth components and literature away from cigarette smoke to prevent fabrics and paper from absorbing smoke odors. Customers subconsciously use all five senses at your booth, and unpleasant smells can affect their perception of your business.

Be certain everyone at your booth has scrupulously clean hands and fingernails. People notice your hands during presentations, and form impressions about your business based on what they see.

Depending on your products and the nature of your business, your trade show booth may be more successful if your staff members wear unusual clothing instead of business attire. For example, a sunscreen and suntan lotion company will be more credible with booth personnel in tropical-print camp shirts and dresses than in business suits.

It's not always necessary to use a persuasive presentation at your trade show booth. Many times potential customers are already sold on your product or service when they come to your booth, and your time is better spent in building a relationship with them than boring them with a presentation. For these customers, good strategies are to let them guide the conversation and to discuss topics about which you already agree strongly.

Plan ahead to have a mental outline of information you'd like to cover with any potential customers you treat to dinner at the end of the exhibit day. And be sure to let the meal be an opportunity to get better acquainted with the customer, spending plenty of time listening to their needs and concerns as well.

When packing up your trade show booth displays at the end of the exhibit, have a cleaning rag handy. You can wipe your displays as you take down your booth, cleaning off any dust or other grime accumulated during the show to prolong the life of your booth components.

One way to make your trade show booth displays a lasting business tool is to choose exhibits that can be used in more than one way. Reconfiguring your components can give your booth a fresh look every year without the expense of purchasing new displays.

You can avoid extra fees for exhibiting in a trade show by ensuring that you don't miss any of the deadlines related to registering and exhibiting. Costs go up by a hefty percentage after the registration and payment deadlines pass. It's worthwhile to submit your application as early as possible and to keep good files on each trade show.

Even with a small booth, you can build the image of keeping on top of the latest technology and trends in your industry. Using computer-generated presentations and graphics can keep your costs down while demonstrating how you use the most recent technology to operate your business.

When getting ready to travel to a trade show, pack your displays and booth items with quick setup in mind. The things you'll need first for setting up your trade show booth should be on the top when you open your boxes. At the bottom of your boxes should be the last things you'll need for setting up.

Focus your customers' attention by displaying only your most exciting or original products. You can bring samples of your entire product line, but keep most of them put away out of sight unless a customer asks about one of them.

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