Secrets to Trade Show Success

Growing your business is all about making the right investments in the right places. One of those investment choices is trade shows--exhibiting can be a huge cash commitment. Do you or don't you exhibit? It can pay off substantially if you do your homework. That means choosing the right venue and taking care of details before, during and--yes--after the show.

Decision-Making Tools
Research the shows you want to attend. Find out how many people attended previous shows. Select shows that your buyers will attend. Ask event organizers whether they will be making any changes in the format this year. Speak with previous attendees and exhibitors to find out their experiences.

To really get a feel for a show, sample it as an attendee before becoming an exhibitor. See the crowd it draws. Note what booths appealed to you and which ones failed to draw your attention. That way, if you do exhibit, you know what setup will work for you.

The Buildup
If you decide to be an exhibitor, work closely with the tradeshow organizers to develop an effective booth in that particular venue. They want you to succeed as much as you do. Find out what your booth rental includes (e.g., tables, backdrops). Ask about restrictions on the type and height of signage. Also, many trade show organizers offer discounts if you sign up early, so be prepared to act.

When it comes to setting up the booth, think clean and lean. Graphics should be simple and easily read from a distance. Include your tag line in your banner and advertising materials. Your logo, colors and tag line should be consistent on all of your marketing materials and displays.

Submit press releases and notify customers that you will be exhibiting in their area. Also, provide an enticement for them to come in and visit your booth.

Showtime
Arrive in plenty of time to set up the booth, including extra time for unexpected hassles.

Your booth should be attended at all times, so bring the troops. Have enough staff to handle visitors while allowing breaks for everyone so they remain fresh. Make sure helpers are well-versed in your product or service. Recruit people who are outgoing, personable and a good reflection of you and your company. Prior to the show, it may be beneficial to do some role-playing with anticipated questions.

Since traffic is so important, create a contest or drawing to attract people and create excitement around your booth. Have people complete a prepared form or submit a business card to enter. This allows you to gather their contact information for future marketing efforts.

Time to Go Home
You may feel relieved because your hard work is finally finished, but don't rejoice too soon. Yes, you've invested a lot of effort to get the booth organized, set up, staffed and run. Your work, however, has just begun.

Immediately after the show, you'll want to follow up on all the leads you've collected. If there's time during the show, write key words on the back of visitors' business cards so you'll remember who they are and what they do. This will help you write personal follow-up notes.

Trade shows are a lot of work, but they are an investment worth making. They get your product or service in front of your target market, and they are lead generators when done well. If you do your homework and then follow up, they'll pay off handsomely.