Making the Most of Your Trade Show Experience
Making the Most of Your Trade Show Experience
Very often local trade and business organizations host an annual expo of some kind. These usually offer a good opportunity to get your feet wet on a smaller scale without the flying and hotel expenses.
If you aren't already familiar with expos in your area, begin contacting business organizations to ask about regional trade shows and find one that is right for you. While you need to make sure the target audience for the show is appropriate for your business, sometimes you can find a show that at first glance may not seem like a fit but actually might be a good choice and, at the same time, provide a chance to outsmart the competition.
For example, a recent home show near me features the expected booths such as home builders, kitchen cabinet makers, garden experts, and power washing, but also on hand were two videographers who offered wedding and special occasion video services as well as the transfer of old home movies to DVD. So while their work wasn't specifically geared toward the home it was certainly of interest to many and they stood out in the crowd.
Smaller, local shows are often less expensive to 'buy into' as well. Typical smaller trade shows generally charge between $200 - $2,000 for 10 x 10 booth. For larger shows expect to spend anywhere from $5,000 - $10,000+ on the booth rental. You can also purchase several booths next to each other to create one larger booth or display area. Obviously the more space you desire, the more expensive it will be.
Signing up early can sometimes enable you to request a specific location within the trade show and may also give you the chance to take advantage of early bird discounted registration rates. Keep in mind that electrical service is often an extra cost and can run anywhere from $35 to $500.
After signing up, you should begin the process of planning the look of your booth. There are companies that specialize in trade show booth design. Depending upon your budget you may want to look into hiring one of these.
The booth should be unique enough to catch people's attention as they are walking by, but not so busy that it overwhelms the attendee. Make yourself a grid on graph paper using each block to represent one square foot and create your booth on paper first. Then you can develop what will fit and where it should go.
There are a few things to keep in mind that people are often unaware of:
- Larger trade shows usually have a media room where you can place your press kit for view by the media.
- If you are announcing a new product you can often set up a press conference to take place during the show.
- The trade show organizers will usually provide you with a media contact list for your use, before, during and after the show.
- Meeting the deadlines set by the trade show management company are crucial to being included in as many visibility opportunities as possible; for example you don't want your company to be the only one without a description underneath the listing because you missed the deadline for the submission.
- Make yourself a trade show calendar working backwards from the date to ensure that you have all important deadlines noted.
Here are some other things to remember:
- Do you have enough brochures; sell sheets, business cards, etc. to hand out? Find out how many people the trade show company expects to attend; while you don't need 10,000 pieces if they are expecting 10,000 people, you should probably plan to have 1 - 2,000 on hand.
- Have you ordered premium items to give away, such as pens, tote bags, etc.? These should be ordered three months in advance to make sure they are completed on time and you are not charged extra for rush fees.
- Do you need a banner or sign for your booth? Do you need one to hang on the back wall of the booth or to drape over a table or both?
- Have you arranged to ship these items if necessary in advance to the hotel or exhibition site?
- Have you made hotel accommodations and flight arrangements in enough time to save money and get the travel time you want?
Another consideration is to put together what I call, "The Trade Show Survival Kit." Here's what you'll need:
The Trade Show Survival Kit
extension cord
scotch tape
stapler with extra staples
paper clips
Velcro dots or strips
sewing kit
safety pins
gaffers tape
masking tape
push pins
black permanent markers, thin and thick
blue, red, and black pens
blank pads to write on
rubber bands
small hammer and screw driver
other______________________________
eye glass screw driver kit
ruler or straight edge
spare pair of eye glasses if necessary
wrist watch
aspirin or other medications
tissues
paper towels
garbage bags
hand sanitizer or wipes
throat lozenges
lip balm
eye drops for dry or tired eyes
comfortable flat shoes
extra batteries for equipment
small digital camera
other__________________________
While you can usually find most of these things somewhere on the trade show floor of in the trade show office, that requires hunting them down, returning them, etc., Better to pack your own kit and know that you have what you need on hand, when you need it.
A few last minute reminders:
- smile, people will approach your booth more readily if you look like you are inviting, but - remember that hard sells very often do not go over well
- offer a show discount to increase business after the show
- have a "data capture vehicle" such as a great prize that people can try to win by putting their business card into a fish bowl or offering an after show special for those who sign up at the show, etc.; larger shows usually offer some sort of bar code reader in the booth so that you can scan people's name tags and instantly capture their registration information for follow up
- never leave your booth unattended and therefore plan to have at least two people manning the booth
- follow up after the show is critical; now that you have invested a great deal of time and energy don't forget to follow up on the leads you have generated.
© Risa B. Hoag 2007
Making the Most of Your Trade Show Experience - To learn more about this author, visit Risa B. Hoag's Website.
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Trade shows and expos are a terrific way to showcase your business and meet new customers. Preparation, several months in advance, is the key to ensuring that you maximize the experience.
Very often local trade and business organizations host an annual expo of some kind. These usually offer a good opportunity to get your feet wet on a smaller scale without the flying and hotel expenses.
If you aren't already familiar with expos in your area, begin contacting business organizations to ask about regional trade shows and find one that is right for you. While you need to make sure the target audience for the show is appropriate for your business, sometimes you can find a show that at first glance may not seem like a fit but actually might be a good choice and, at the same time, provide a chance to outsmart the competition.
For example, a recent home show near me features the expected booths such as home builders, kitchen cabinet makers, garden experts, and power washing, but also on hand were two videographers who offered wedding and special occasion video services as well as the transfer of old home movies to DVD. So while their work wasn't specifically geared toward the home it was certainly of interest to many and they stood out in the crowd.
Smaller, local shows are often less expensive to 'buy into' as well. Typical smaller trade shows generally charge between $200 - $2,000 for 10 x 10 booth. For larger shows expect to spend anywhere from $5,000 - $10,000+ on the booth rental. You can also purchase several booths next to each other to create one larger booth or display area. Obviously the more space you desire, the more expensive it will be.
Signing up early can sometimes enable you to request a specific location within the trade show and may also give you the chance to take advantage of early bird discounted registration rates. Keep in mind that electrical service is often an extra cost and can run anywhere from $35 to $500.
After signing up, you should begin the process of planning the look of your booth. There are companies that specialize in trade show booth design. Depending upon your budget you may want to look into hiring one of these.
The booth should be unique enough to catch people's attention as they are walking by, but not so busy that it overwhelms the attendee. Make yourself a grid on graph paper using each block to represent one square foot and create your booth on paper first. Then you can develop what will fit and where it should go.
There are a few things to keep in mind that people are often unaware of:
- Larger trade shows usually have a media room where you can place your press kit for view by the media.
- If you are announcing a new product you can often set up a press conference to take place during the show.
- The trade show organizers will usually provide you with a media contact list for your use, before, during and after the show.
- Meeting the deadlines set by the trade show management company are crucial to being included in as many visibility opportunities as possible; for example you don't want your company to be the only one without a description underneath the listing because you missed the deadline for the submission.
- Make yourself a trade show calendar working backwards from the date to ensure that you have all important deadlines noted.
Here are some other things to remember:
- Do you have enough brochures; sell sheets, business cards, etc. to hand out? Find out how many people the trade show company expects to attend; while you don't need 10,000 pieces if they are expecting 10,000 people, you should probably plan to have 1 - 2,000 on hand.
- Have you ordered premium items to give away, such as pens, tote bags, etc.? These should be ordered three months in advance to make sure they are completed on time and you are not charged extra for rush fees.
- Do you need a banner or sign for your booth? Do you need one to hang on the back wall of the booth or to drape over a table or both?
- Have you arranged to ship these items if necessary in advance to the hotel or exhibition site?
- Have you made hotel accommodations and flight arrangements in enough time to save money and get the travel time you want?
Another consideration is to put together what I call, "The Trade Show Survival Kit." Here's what you'll need:
The Trade Show Survival Kit
extension cord
scotch tape
stapler with extra staples
paper clips
Velcro dots or strips
sewing kit
safety pins
gaffers tape
masking tape
push pins
black permanent markers, thin and thick
blue, red, and black pens
blank pads to write on
rubber bands
small hammer and screw driver
other______________________________
eye glass screw driver kit
ruler or straight edge
spare pair of eye glasses if necessary
wrist watch
aspirin or other medications
tissues
paper towels
garbage bags
hand sanitizer or wipes
throat lozenges
lip balm
eye drops for dry or tired eyes
comfortable flat shoes
extra batteries for equipment
small digital camera
other__________________________
While you can usually find most of these things somewhere on the trade show floor of in the trade show office, that requires hunting them down, returning them, etc., Better to pack your own kit and know that you have what you need on hand, when you need it.
A few last minute reminders:
- smile, people will approach your booth more readily if you look like you are inviting, but - remember that hard sells very often do not go over well
- offer a show discount to increase business after the show
- have a "data capture vehicle" such as a great prize that people can try to win by putting their business card into a fish bowl or offering an after show special for those who sign up at the show, etc.; larger shows usually offer some sort of bar code reader in the booth so that you can scan people's name tags and instantly capture their registration information for follow up
- never leave your booth unattended and therefore plan to have at least two people manning the booth
- follow up after the show is critical; now that you have invested a great deal of time and energy don't forget to follow up on the leads you have generated.
© Risa B. Hoag 2007
Making the Most of Your Trade Show Experience - To learn more about this author, visit Risa B. Hoag's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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