Show 'Em What You Got 10 tips for getting the most out of exhibiting at a trade show
By Donna Curry
Opinions expressed by BIZ Experiences contributors are their own.
Looking for a cost-effective way to introduce yourself to newmarkets? Exhibiting at a trade show is a great option to consider.Don't despair if you're new to the world of trade shows;we've got 10 quick tips that'll keep your business fromtaking a dive on the big day.
1. Remember the details.These, along with the paperwork, are a challenge for newexhibitors, says Sheryl Sookman, a principal at TheMeetingConnection.
Casey Seidenberg, director of promotions and events forGuru.com, agrees: "There are many forms and papers to weedthrough to get to the bottom of what's allowed and what has tobe done in order to receive approvals."
The secret to keeping track of all the details and paperwork?Create a trade show notebook. Use a tab system to set up sectionsfor contracts, invoices, contact names and numbers, travelarrangements, and general show information. Keep written notes ofall phone conversations, including the date, the person you spokewith, contact information, location and a brief outline of anyagreements made.
2. Set goals for the show."Develop clear goals for participation at each exhibition andwrite them down," says Seidenberg. "It's important toremember what your ultimate goals are for the show so thatappropriate decisions can be made. It's too easy to get busyand lose site of the big picture."
3. Read the exhibitor manual, cover tocover. In it, you'll find a wealth of information:forms to set up booth services (furniture, electricity, carpet andso on), show hours, sponsorship opportunities, and hotel andairfare discounts. Contact the event sponsor or exposition companyif you have questions.
4. Watch those deadlines!"Miss a deadline, and costs go up significantly," saysSookman. Setting up show services on-site is expensive, andyou'll spend lots of valuable time standing in line. Completeand submit your paperwork early for substantial discounts.
5. Pack important paperwork in yourluggage, not with the booth. This includes contracts,service orders and shipment tracking numbers. Take a backup copy ofelectronic presentations, and make sure you have the contactnumbers for any vendors you used in connection with the show.
6. Take your tools. Create ashow toolbox labeled "open first," and ship it with yourbooth. Include such items as office supplies, tools you need to setup the exhibit, a small first aid kit, preprinted shipping labels,snacks and water. Don't forget plenty of business cards.
7. Individually label eachbox. Include your company name, contact information andbooth number. Without proper identification, it's highlyunlikely the loading dock will be able to identify your shipmentand deliver it to your booth. If it can't be identified, itcan't be delivered.
8. Staff the booth; work theshow. Working a trade show booth is exhausting. Set upshifts of three or four hours each and give everyone time to takebreaks (preferably away from the booth). You should also scheduletime for your staff to walk the floor and check out thecompetition, make contacts and see what's new in yourindustry.
9. Don't let your leads getcold! Immediately contact leads and thank them fordropping by your booth. Your prompt handling of requests foradditional information will show potential clients you value theirtime and provide quality customer service.
10. Evaluate your success.Did you reach your goals? Was this the right audience? Note yoursuccesses and brainstorm for ideas while the show is still fresh inyour mind.
Donna Curry (donna@eventqueen.com) is aplanning and logistics consultant specializing in marketing eventsfor high-tech start-ups.
