Take your marketing to the next level by setting up an exhibit at a lighting trade show. Typically well attended, more than 80% of trade show attendees possess some level of buying power. Lighting trade shows let your potential customers compare you to your competition under one roof. A trade show exhibit lets you maximize the ROI on your exhibit by exposing your  business to many potential customers at every lighting trade show in which you participate.

Preparing for a lighting trade show requires lots of time, thought and sizeable investment. As you research the possibilities, keep the following in mind:

1. Ensure you meet advance order deadlines for discount rates on lighting trade show services like electrical, Internet, lead retrieval, carpet/flooring and furniture rental and booth cleaning.

2. Save shipping and insurance costs by building your entire lighting trade show exhibit around only one or two of your most innovative products. Prepare 'sight-sellers' to show potential customers color photographs or videos of your company’s complete product line.

3. Ensure the success of each lighting trade show you attend by following up on leads in order of priority — hot, medium and cold leads.

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

Locate lighting trade show information about upcoming events

Choose among numerous lighting tradeshows offered throughout the year to make sure you reach the potential customers right for your company.

I recommend: Make sure you participate in the annual LIGHTFAIR International, the premier annual event for architectural and commercial lighting products and services in North America. The InterNATIONAL ASSOCIATION OF LIGHTING MANAGEMENT COMPANIES has their annual convention and tradeshow annually in October. It's an all-inclusive lighting tradeshow, and includes specialty lighting distributors, electrical contractors utilities and is a family-friendly event that is often held at resorts. Pencil in the next Lighting+Building trade show if you want huge exposure. This show brings together all facets of building design, specifically lighting, electro-technology and building/house automation. The 2008 show filled 10 halls, each with 2 or 3 floors, and more than 2,000,000 square feet.  Consult a lighting trade show directory like the one at Trade Show News Network's website TSNN.com for additional lighting trade show information

Consider extra lighting for your lighting tradeshow

You plan to display all your innovative lighting ideas at an upcoming trade show, but you still need to think about whether you'll actually have the appropriate lighting in place for your exhibit's overall look. Not only will the right lighting help visitors read or view literature or other visual displays at your booth, but it can also create depth, color and excitement for your exhibit.

I recommend: Get trade show lighting fixtures and lighting trade show advice for lighting from experts who deal with trade show exhibits every day like Brightman Design and MODdisplays. If you already have an idea of what type of lighting you'll need or still want more resources, order what you need from Pegasus Associates Lighting or Trade Show Shop.

Invest in relevant giveaways for the lighting trade shows you attend

Instead of giving away letter openers and pencils at the trade shows where you maintain a booth, consider ordering lighting-related giveaways with your company's logo. Prices will go down if you order larger quantities, and you can use leftovers for multiple trade shows, events and even at your place of business.

I recommend: Order the squeezable foam light bulb stress reliever from Pinnacle Promotions or the light bulb magnet from Quality Logo Products.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  In addition to your actual product displays, create a lighting trade show guide or brochure describing your products and processes that you can distribute to visitors along with your business cards.