Trading Spaces From start to finish, these "booth basics" will help you make the most of that first trip to the trade show floor.
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You're about to attend your first trade show to promote yourcool widgets and to generate leads. So what can you do to make itan unforgettable sucess? Keep in mind, your first foray into atrade show is your introduction to the business community. Ifyou're planning to find great leads--and if you hope to makeyour trip worthwhile--then listen up. Susan Friedmann, founder ofcoaching firm The Tradeshow Coach in Lake Placid, New York, andauthor of a library of how-to books for trade show exhibitors,shares her insights on exactly what goes into a successful tradeshow.
Before you go, Friedmann says, make sure you're attendingthe appropriate trade show for your product or service. Will theshow attract your target customers? Does the show have goodattendance--enough to merit your investment? Call past exhibitorsto find out what kinds of people attend the shows, and ask how wellthose exhibitors did.
"The most common mistake is that [businesses] don'tunderstand the significance of trade shows," according toFriedmann. Before you even complete your registration, establishyour goals for the event. Ask yourself why you are exhibiting at aparticular show and what you want to come away with specifically.Set quantifiable goals. Just saying "I want a lot ofleads" is not enough--set a number.
Also, think carefully about what you want to exhibit. Accordingto Friedmann, many first-timers make the mistake of bringing everyitem in their line to the show, instead of focusing on the few mostexciting products. "Seventy-five percent of people going toshows are looking for something new," she notes.
During the show, project a professional image and demeanor. Thismeans arranging for someone else to cover the booth if you need toget food or take bathroom breaks. It could be a friend or even atemp if the trade show is out of town. Be sure, though, to trainany fill-in person to answer prospects' questions, notesFriedmann.
Remember, you're there to sell products or services, butit's essentially about making human connections. Ask questions,collect quality information, and find out as much as possible aboutyour prospects. As you're speaking with each prospect, takenotes on a small notecard and ask them how they would like you tofollow up. This simple action puts the prospect in a comfortzone.
After the show, says Friedmann, "deliver on any promise youmade on the show floor." Use the notecards you wrote duringthe show to help jog your memory and to make sure you've hitall the bases. Evaluate the show and your participation. Did youget a return on your investment? Says Friedmann, "It'sattention to detail--not just buying the booth and showingup."
