Secret Tips for Creating a Successful Trade Show Display
Exhibiting at trade and consumer shows can be extremely rewarding - or extremely costly. This is the first in a series of articles exploring what it takes to make "shows" really work for you - and some things to avoid too! The information is as relevant and effective in London, New York, Sydney or Auckland as it is in Beijing, New Delhi, Abu Dhabi and Buenos Aires.
1. Establish your purpose for exhibiting at a trade show.
Take time to sit down and think about why you are exhibiting and what you hope to achieve from the trade show. Make sure that all of the people working on the booth are aware of your aims and that you set out a plan for all to follow.
2. Choose the right trade show.
Don't just go to any trade show. Does the show attract the correct people for your products or services? Does it have the proper attendance to justify your costs? Call the trade show promoter to obtain a list of previous show attendees. Call a small sample (5-10) of your target accounts to see if they will be going the show. If all the answers are positive, it is might be worth your time.
3. Set your trade show budget and how you will use it.
Work out how much your business is willing to spend, prepare a written budget and record your expenses for review after the trade show.
4. Let people know that you are attending the trade show.
Depending on your budget, contact potential target companies, as well as current clients before the trade show. Send a quick note letting target companies know your company will be exhibiting, what the booth number is, where your trade show booth is located and what their benefits will be if they stop by your booth.
5. Create an effective booth.
Talk to a specialist trade show display company like Exhibitek Displays for advice on what sort of display or display packages could be put together to best display your business to potential clients. Choose effective banners, images, graphics and headlines. Your business will have only a few seconds, sometimes as little as 10 seconds, to catch the attention of a show visitor. Make it easy for visitors to enter your booth space and obtain the information they need.
6. Visit your trade show booth before the show starts.
Think like a first time visitor and "visit" your booth just like a trade show attendee will do. Take an objective look at your booth and ask yourself if you would be attracted to the display and would you actually remember your booth.
7. Record visitor interest and important contact information.
If you have successfully attracted people to your booth, you need to record their contact information and what they were individually interested in, especially as it is one of the products or services your company offers.
8. Don't forget to follow-up your trade show leads.
Far too many companies fail to follow up every lead they get at a trade show exhibition. How many times have you left your card and never had a call back? It's insulting and you certainly aren't going to ring them if they were supposed to ring you first.
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