The Newbie Guide to Trade Show Success

by Jon Bell, Portable Display Success

So, you’re thinking about exhibiting at a trade show? Sounds like fun doesn’t it? Traveling to an exciting city, meeting all kinds of new people and making tons of easy money off of countless sales leads.

Well, back up the bus for just a second, because if you think that’s all it takes to pull off a successful trade show, you’re in for a real surprise. “I think people are under the illusion that a trade show is this magic thing,” says Susan Friedman, aka “The Trade Show Coach,” a consultant, author and speaker who’s worked in the trade show industry for more than 20 years. “They think, ‘Oh, I’m going to see all these people in a short amount of time and I’m going to get rich quick,’ like it’s some sort of get-rich-quick scheme. Those people will get very disillusioned very quickly because it just isn’t that.”

Exhibiting at trade shows takes a lot: a lot of time, a lot of effort, and, oftentimes, a lot of money. Many exhibitors start planning their displays and show schedules a year to 18 months in advance. Depending on the kind of display you take to a trade show, costs can run from just a few hundred dollars to the tens of thousands. And don’t forget shipping costs, union laborers, exhibit space rental, staff wages and accommodations, transportation, giveaways, and a whole host of other expenses that have a way of adding up fast.
There’s also pre-show marketing, travel arrangements, staff training, lead follow-up and on and on . . . and on.

If you’re new to the trade show scene, exhibiting at one can seem a little overwhelming. But fear not. With the right goals, the proper preparation and some real attention to detail, even the newbie can find success at a trade show.

“Trade shows can be a bit overwhelming for anyone, especially someone who’s just getting into the game,” says Friedman. “People shouldn’t be afraid though. If they know what they’re doing when they get into it, trade show exhibiting can be can be a great way to promote your company.”

Square One

The very first thing to think about when you’re considering a trade show is to figure out what show you’ll attend – and why.

“People have to know and understand why they’re going to the show and have real goals for going,” says Friedman. “If they don’t know why, they could be wasting a lot of money.”
Companies should consider how a trade show fits into their overall marketing strategy, who is likely to attend the show, and if that audience fits within the company’s target. Research trade shows and even consider attending some to get an idea if it’s the right one for your company.
Once you find a show to attend, set measurable goals, such as sales figures or a certain number of leads you’d like to generate.

Display Design

For many companies, a 10’x10’ or 10’x20’ space at a trade show is plenty of space for an effective display. Ideal displays for these spaces are portable displays comprising a range of elements, including banner stands with customized, interchangeable graphics, fabric or carpet popup booths, brochure racks and tables draped with companythemed throws. Other accessories often include customized carpets, chairs, tabletop displays, drapery banners and more.
Erica Kiefer, marketing manager for Imagetek Inc. (www.image-tek.com), a document and data storage management company in Grimes, Iowa, says her company has started small in terms of displays but plans to enlarge them over time. Imagetek recently purchased a retractable banner stand from PosterGarden.

“What’s nice about banner stands is that we can build as we go,” Kiefer says. “So by the time we get to the point where we’re attending some of the big national shows and we really need a large presence, we’ll have a multitude of banners that can make up an entire display or be pieced out for smaller
shows.”

Friedman says it’s important to make sure your display conveys a bold message not only about your company and brand, but about any new products you might be unveiling at the show. Consistency and clarity are key, she adds.

Lori Halsey is production manager and art director for Moose River Publishing (www.mrpllc.com), a Vermont-based magazine publisher. Although not new to the trade show scene, she says her company recently decided to transition to portable displays because they’re easier to use, more lightweight and more cost effective than bigger custom displays. Her design advice for newcomers? “Keep your display lean and simple,” says Halsey, who recently helped design Moose River’s new banners from PosterGarden. “If there’s too much going on, it’s too much for people to focus on as they’re going by.”

Before You Go

Because every trade show, every convention center, every city, is different, it’s important that newcomers arm themselves with as much knowledge as possible prior to a show. That includes doing online research about the show and the venue. It also means reading from cover to cover the exhibitor manual that every exhibitor has access to in advance.

These show-specific bibles, many of which are available online these days, are full of valuable information for exhibitors, from show dates and locations to contractors, services, venue maps, supplier lists, shipping information, after-hours events and more.

Friedman says it’s also important to contact the show organizer with any specific questions or concerns about the show.

“The organizers really should be exhibitors’ first port of call,” she says. “And if the show organizer isn’t willing to help you, then they’re not much of a show organizer and you should stay away from the show.” In addition, don’t forget how important it is to properly train your best employees in advance before sending them off to the show. And make sure you begin marketing your appearance at the show long before opening day. Invite existing and prospective customers, contact local media and add your trade show information to your marketing materials.

On the Floor

When you’re at last exhibiting at your trade show, there are more than a few things to keep in mind to ensure your time is well spent and that your show is successful.

Among Friedman’s nuggets of advice:

• Make sure your booth staff knows to ask engaging, open-ended questions that elicit valuable customer information and not just a drab “yes” or “no.” Also, ensure they’re recording customer information.
• Booth staff have a short window of opportunity to assess if visiting attendees are sales leads or just passersby. Don’t be pushy; be polite and welcoming, ask a few introductory questions to assess the visitor’s intent, and proceed accordingly.
• Walk around during the show, see what other exhibitors are doing. Not only will you gain some valuable ideas for future exhibits, you may even get an in on your competition.

In addition, Peter LoCascio, a trade show consultant with more than 35 years of sales and marketing experience, recommends reviewing sales leads at the end of each show day to determine what action needs to be taken.

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