TRADE SHOW LOGISTICS | How-to Guides for running your business from Business.com

This is meant to provide some of the most important information to help get you started planning for a trade show. Outlined are informational tips on how to help you get the utmost benefit from your trade show appearances.

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

Choose the trade show that will best increase your company proceeds!

Carefully select the venue that best suits your target audience! Scrutinize the show's worthiness.

I recommend: Be positive that the attendees of this show will be your organization's most likely clientele.

Obtain a copy of the show manual and more importantly - read it!

It will outline everything you need to know about the show. Registration information, forms, floor plans, exhibit specifications, a schedule and all other pertinent details.

I recommend: Create a check list to ensure accurate and timely completion of all tasks and deadlines.

Plan early!

Attending a trade show requires extensive advance preparation. Reserve booth space in advance and keep in mind costs differ depending on size and location in the exhibit hall.

I recommend: Start planning and coordinating your ideas at least a few months in advance.

Identify your goals!

Specific goals are imperative.

I recommend: Make sure you are focused and clearly distinguish what it is you aspire to achieve as a result of participating in the show.

Create a strategy - write a show plan and stick to it!

Outline a comprehensive timeline including booth schedules and a list of preparation activities. Assign responsibility to individuals for each task.

I recommend: Make sure the show plan clearly outlines the objectives and everyone is working toward the same goal.

Implement a key message for your exhibit and create an open, inviting area.

An open and welcoming design, one that is free of clutter will produce a more inviting atmosphere. It will also allow more prospective clients to walk through easily.

I recommend: Create a comfortable more relaxed and inviting space so potential customers feel welcome and want to spend time learning more about what you have to offer.

Train your exhibit staff before the show!

It is very important that each and every staff member knows exactly what is expected of him or her. Be sure they practice their presentations. Presenters need to be rehearsed, well informed and up to date on all new programs and initiatives.

I recommend: Make your booth representatives easily identifiable and add a sense of professionalism to your exhibit by deciding on appropriate attire for your staff.

Supplies, marketing materials/informational brochures.

Make sure all of your printed marketing material and other collateral is accurate and up to date.

I recommend: Don't risk not having your most current information available to hand out! More importantly make absolutely certain it does not contain any errors or omissions.

Evaluation - What Worked and What Didn't

After each show, assess what went well and more importantly what didn't. Evaluate every facet of the show.

I recommend: Encourage and be open to all feedback and comments from staff members and outside sources. Analyze opinions pertaining to how well you were perceived by prospective customers.

Tips & Tactics
Helpful advice for making the most of this Guide

If you want to have a considerable presence at an innovative or influential show be sure to plan and design a booth layout that is visitor/customer friendly.
An organized exhibition area will attract more dynamic prospects into your booth.
Be sure to advertise your show participation indicating the dates of the show and always be sure to include your booth number.
Make sure your logo is unobstructed and prominently displayed.
Create short/easy and to the point forms to capture potential prospect information.
When preparing for your next trade show be sure to review prior show evaluations to help improve your overall performance.
Consider giveaways to generate attention and a sense of fun! They don't have to be expensive! Promotional items are useful links to better promote your company. Always attempt to find the one that'll make you the talk of the show! There is no limit to the level of success imprinted promotional products can help you achieve! Work with a good, reliable and responsive promotional company to help you decide on just the right custom product for you, your budget and your audience! They will be able to help you figure out which items will bring you the best return of investment. Choosing the right promotional gift or tradeshow giveaway can be a very difficult task. The item(s) you choose could end up being the difference between success and failure. The promotional company will help develop a program to organize your branding and merchandising efforts and revolutionize your promotional giveaways to make sure you get the most bang for your buck.

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