Action Steps
The best contacts and resources to help you get it done

Contract a display service that will help with your booth and marketing from start to finish

Many trade show display companies do more than design and construct exhibits. Their in-house art departments can help you create eye-catching graphics, pick colors and create a simple flow for your booth that will appeal to potential customers walking the show floor. Also inquire about services like marketing, business strategies, exhibitor ideas and event planning that can improve your show success.

I recommend: In addition to booth design and construction, ExpoMarketing will also help you create large-format graphics for banners, tabletop displays and light boxes. The company will also brainstorm and implement a pre-show promotional campaign with mail programs, giveaways and advertising. Apple Rock Displays can design a custom conference display, help you coordinate promotional products to distribute during the show and even help you coordinate and schedule the trade shows that you want to attend throughout the year.

Use a company that will ship, assemble and disassemble your corporate trade show displays

The time you'll save working with trade show display services that also offer installation and disassembly options is worth the added cost, particularly if you've got a lot of presentations, individual displays and product samples to set up for each show. Having the booth ready and waiting means that you'll be able to concentrate on customer service from the moment you arrive at the event.

I recommend: Trade show display company Absolute Exhibits provides customized trade show booths, rentals and display items like banner stands, counters and chairs. The company also provides installation and dismantle services, shipping and warehousing through its Absolute I&D branch. Get shipping services, booth storage in a climate-controlled warehouse and online scheduling for show installation and dismantle through E&E Exhibit Solutions.

Take advantage of programs that repair and refurbish your conference display systems

Save money in the long run by signing up for services that can keep your booth, signs and displays in tip-top shape. Using trade show display company inspection and maintenance programs, you'll be able to avoid the cost of total replacement if you plan to use the exhibit for several years. Look for firms that routinely check each component before and after each event.

I recommend: Thompson/Kerr Displays not only provides booth and graphics design and management services like storage, shipping and installation, but also offers booth repair and refurbishing. Also, check out the company’s training seminars for your show staff. Exponents will help you customize an effective conference display and inspect, repair or refurbish it to make it show ready before each event.

Helpful advice for making the most of this Guide

• •  Whether you'll be storing your trade show booth on your own or contracting to have it warehoused with the tradeshow display service provider, inquire about hard-sided trade show display cases that can protect your booth components from shipping damage.

Guide to Trade Show Selling Techniques

Reach the right people with the right message for maximum impact

By Frances Sharpe, freelance writer/editor

1. Increase your market share among existing customers.
2. Successfully launch new products and services.
3. Introduce your business to a new market.

Action Steps
The best contacts and resources to help you get it done

Create a trade show sales and marketing plan

Draft a marketing plan for upcoming trade shows that includes your sales goals and outlines specifically who you want to reach and how you want to reach them.

I recommend: Find out how trade show exhibitions can help your marketing efforts by browsing trade show research and trends online courtesy of the Center for Exhibition Industry Research (CEIR).

Announce your attendance

Prior to attending a trade show, create a buzz with existing clients and potential customers by informing them-via e-mail, direct mail or press release-of your show agenda. Preview new products, tease show discounts and push other promotions that will drive traffic to your booth on show day.

I recommend: Send formal trade show invites to current customers and prospects. Touchpoint will help you design, print and distribute professional invitations.

Train your sales team

Trade shows offer unique opportunities for making large sales to new customers. As such, your sales team should be specially trained to flourish on the trade show floor.

I recommend: Learn the fine art of trade show sales from trade show experts Christine Corelli and Susan Friedmann, who regularly counsel small businesses on trade show sales techniques.

Make your booth beautiful

Your booth is among your most important sales tools. Use your space at the show to make a strong statement about your brand and your products.

I recommend: Get tips for solid booth design from EXHIBITOR magazine or enlist design services from companies like ExhibitQuest and Nomadic Display.

Offer incentives

The most successful booths at trade shows lure in potential buyers with free tchotchkes, special giveaways or on-site discounts.

I recommend: Purchase promotional products and gifts branded with your company logo — such as hats, T-shirts and pens — from CoolPromoProducts.com, Empire Promotional Products or Motivators Promotional Products.

Follow up on sales leads

After a trade show, pursue potential sales leads promptly by phone and e-mail in order to seize opportunities while they're still fresh.

I recommend: Following a show, send handwritten thank you notes — NISA offers customizable corporate cards — to customers who did business with you there. If you collected prospects' e-mail addresses, send them an e-card from BigDates.com, which has a selection of greeting cards designed especially for trade show follow-up.

Helpful advice for making the most of this Guide

• •  Don't wait for customers to come to you. If you see attendees walking down the aisle near your booth, approach them with a simple greeting and invite them to browse your merchandise.
• •  In conversations with attendees, be able to quickly determine who is a potential customer and who isn't; spend your time and energy on prospects rather than fellow exhibitors and salespeople.
• •  Be willing and able to make sales on the trade show floor; it's not bad etiquette, it's good business.
• •  Trade show attendees have short attention spans, and selling to them requires you to generate fast, reliable leads. Being clear, concise and confident will sell more products than any gimmicks you might have up your sleeve.

Action Steps
The best contacts and resources to help you get it done

Join exhibitor groups to discover show strategies and find trade show exhibit service consultants

Industry associations put you in touch with direct sources for news on exhibit layout trends, new sign and font styles and marketing ideas that turn customers off. Use the groups to network with other retailers or company representatives and get the names of their tried-and-true conference display service or tradeshow display company.

I recommend: The Trade Show Exhibitors Association provides information and education for trade show exhibitors and consultants. Discover show marketing strategies and ways to work with trade show display services companies to promote your business. Join the International Association of Exhibitions and Events to communicate with companies that plan, produce and provide services for the trade show and convention industry. Get news updates on customer service trends, discuss tradeshow display services and find reliable resources to help with your exhibit.

Read articles on display service trends and companies to keep your marketing fresh

Frequently updated tradeshow display services websites are an excellent news source for information on service providers, upcoming shows and emerging exhibit trends. Look for tidbits on effective booth layouts, graphics and lighting that you can discuss with your consultant before designing your booth.

I recommend: Read the blogs, newsletter and news stories on Tradeshow Week to discover details on the tradeshow services industry, successful tradeshow exhibitors and the strategies tradeshow consultants use to make your booth stand out. Find a wealth of trade show display services news and tips at TradeShowNews, which updates its site daily with relevant information relating to the trade show industry. It also offers a trade show products and services directory, searchable by category. For more tradeshow exhibit news, see Exhibit Builder Magazine, Exhibitor Magazine and Exhibit City News.

Study each conference display and exhibit at industry events to uncover effective booth styles

Walking a show or conference floor is the easiest way to gather ideas for your conference display or show booth. Note trends in booth layouts, such as colors, carpeting, lighting, fonts and displays. If you find a particularly eye-catching exhibit, don't be afraid to ask for the name of the trade show display company or designer, so you can arrange a consultation.

I recommend: AllConferences.com is a directory of trade shows, conventions, conferences and more that users can search manually or by industry or region. You can include search parameters such as city, country, date or a combination of keywords to find the events that best suit your needs. Search TSNN.com (Trade Show News Network) for applicable trade shows by event, venue or supplier. The company also features a free price quote service for trade show and display materials.

Helpful advice for making the most of this Guide

• •  When walking a tradeshow floor, don't just seek out exhibits that promote merchandise similar to yours. Make note of attention-grabbing colors, high-impact graphics and comfortable, customer-oriented booth layouts regardless of the product type. Show these ideas to your tradeshow display service provider to try to adapt the concepts to your signage and displays.

Action Steps
The best contacts and resources to help you get it done

Graphic design

Graphic design is the art of visual communication of ideas through a combination of images, text and color. For trade show displays, graphic design is executed in the form of signs, banners and display products.

I recommend: See some examples of how graphic design is used for trade shows at Tradeshowdirect.

Booth design

Professional booth design services will provide you with a custom-made trade show display booth that highlights your business' strengths and serves the overall mission of your business.

I recommend: Search through the custom design gallery of the Godfrey Group to see what can be accomplished with custom designed booths.

Trade show management

Trade show management refers to the full range of trade show display services, including advertising, marketing and promotional campaigns for your business prior to the show.

I recommend: Learn more about trade show management services from Expo Marketing.

Promotional products

Giving out branded promotional products that underline your business efforts at a trade show can be an effective marketing tactic. Some trade show display services include promotional items.

I recommend: Have a look at some promotional items offered as part of the trade show display booth services from Apple Rock Displays.

Booth installation services

Booth installation services include booth assembly, disassembly, packing and shipping. This is a valuable service when time or manpower is lacking.

I recommend: Absolute Exhibits offers booth installation as part of their trade show display services package.

Display booth repair

Some trade show display service companies may offer display booth repair services, including refurbishment, maintenance, inspection and replacement of extras (like posters or banners).

I recommend: Read more about booth repair services offered by the San Diego Sign Company.