| p>Think of the last time you were on the | | | | give out a promotional item to get trade-show |
| midway at a state fair. Every booth was brightly | | | | zombie-people into your booth. If you do, then |
| colored, full of interesting things to see, do, and | | | | make sure it stands out-that it's not just another |
| win. Hawkers yelled: "Step right up!", "Three tries | | | | pen or mini candy bar. |
| for a dollar!", "Win a stuffed bunny for the lovely | | | | Standing out doesn't mean that an item needs to |
| lady!" Lights flashed, kids ran around, and | | | | be expensive. Some of the best and most |
| everyone seemed to be talking at once. | | | | sought-after items I've seen at trade shows have |
| A trade show is like the midway at the state fair. | | | | included hand-held paper fans (it can get hot in |
| There may not be quite so many stuffed bunnies | | | | convention halls), massage lotion to soothe tired |
| at a business trade show, but the level of noise | | | | feet later that evening, and good-quality bags to |
| and distraction is just about the same. There are | | | | hold all the "stuff" people tend to accumulate at |
| lots of other businesses competing for your | | | | these events. |
| customers' attention, all with product | | | | Just make sure that whatever you give away |
| demonstrations, service information, and free | | | | has some value to your booth visitor and makes |
| giveaways. On top of that, there may be | | | | sense for your business. That way, it will be less |
| speakers, new technologies to play with, raffles, | | | | likely to be thrown out after the show and more |
| food booths, and networking opportunities. | | | | likely to make you memorable. |
| How do you make sure that your company | | | | 5. Wrap it all up with your booth design. There will |
| doesn't get lost or overlooked in all the noise and | | | | be visual chaos at the show. The lighting will |
| commotion? | | | | probably be less-than-ideal. So you'll want to |
| And how can you make sure that your | | | | design graphics and signs for your booth that are |
| (not-small) investment of time and money will pay | | | | easy to see, easy to read, not too busy, and that |
| off for your company? That you won't end up | | | | reinforce your brand. |
| sitting alone in your booth for hours, wishing that | | | | Your first step is to ask the organizers if you |
| someone would stop in and talk to you? | | | | need to bring a table and booth structure or if |
| The answer is in the pre-show preparation. | | | | one is provided. If you need to bring one, be sure |
| If you're setting up a display at a trade show, | | | | to source supplies and make delivery |
| you have to do more than just pay for a booth | | | | arrangements well in advance. If one is supplied, |
| space, put on a nice outfit that morning, and walk | | | | ask about attaching signs, banners, and graphics |
| in the door for your company to get real results. | | | | to the structure. Ask if materials to hang them |
| You have to think about how you'll cut through all | | | | will be provided and if there are restrictions on |
| the "noise" to get in touch with your target | | | | attaching stuff to the booth. You don't want to |
| audience. | | | | show up with a roll of duct tape and discover that |
| What do you have to do to prepare? | | | | you'll be charged a big damage fee if you use it. |
| 1. Create a strategy. Saying "I want to go to this | | | | Then, plan to print large-format graphics for the |
| trade show and get customers" is fine, but that's | | | | booth. You'll want to include your logo and simple |
| every vendor's goal. You need to create a real, | | | | text about your offering. Keep this very |
| measurable goal for the show before you even | | | | simple-most people won't slow down while walking |
| sign up. | | | | by, so you won't have long to catch their |
| Ask yourself things like: Why am I here? Am I | | | | attention! You can also consider using photos, but |
| promoting a particular product or new service? | | | | you'll need very high resolution pictures to get |
| Am I trying to grow into a particular target | | | | good printing results on large graphics, and that |
| market? How many people do I want to connect | | | | can be expensive. Be sure that your booth |
| with? What types of people do I want to talk to? | | | | graphics match your Visual Vocabulary as well. |
| Then, check the show you're thinking of against | | | | Also, consider using freestanding or tabletop |
| these goals. You'll want to make sure that enough | | | | easels and printing posters. Get the posters |
| people will be there, that they're in your target | | | | mounted on foam core board and display them |
| audience, and that you have a reasonable | | | | around your booth. These are especially effective |
| expectation of getting a good return on your | | | | near the front of the booth for visitors who can't |
| investment. | | | | read text that's far away. |
| 2. Determine the one (or two) things you really | | | | Decide the marketing materials you'll bring with |
| need to tell people about. The people you meet at | | | | you. Again, base this on your goals and the one |
| the trade show will be distracted. They'll be tired | | | | or two things you need your visitors to know |
| (or soon-to-be tired). They may be far from | | | | about at this show. Don't take every piece of |
| home. Their feet will probably hurt, and their arms | | | | collateral you've ever created and spread it out |
| will be full of promotional trinkets, brochures, and | | | | on the table, because that will only make visitors |
| paper they're planning to recycle just as soon as | | | | uncomfortable. |
| they can find a bin. | | | | Don't forget about decorating the top of your |
| These are definitely not ideal conditions under | | | | table. Ask the organizers if tablecloths will be |
| which to meet new prospects. Don't freak them | | | | provided, and if so, what color they'll be. If they're |
| out further by trying to tell them everything you | | | | not provided or the color doesn't compliment your |
| can do for them and every detail of your offer. | | | | brand, you'll want to get a tablecloth for your |
| Decide before the show what might be most | | | | booth. Consider putting a nice vase of fresh |
| appealing to the show's attendees-you should be | | | | flowers on the table top, or a bouquet of balloons |
| able to get demographic information about them | | | | to add inexpensive color. |
| from the show's organizers when you sign up. | | | | Think about how you'll display your marketing |
| Then plan your strategy and marketing materials | | | | materials and promotional items. Should you lay |
| for the show around promoting that one aspect | | | | them flat? Stand them up in acrylic holders? Fan |
| of your offerings. | | | | them out or stack them up? You may want to |
| 3. Set the stage for follow-up. You probably won't | | | | try several arrangements until you find the one |
| make a big-ticket sale at a trade show. You'll be | | | | that's most visually pleasing. |
| lucky to make a small-ticket sale unless you're | | | | Also, think about how you're gathering follow-up |
| selling products, but even then, it can be hard to | | | | information-do you need to highlight a fish bowl |
| get prospects' attention long enough for them to | | | | for business cards or display a stack of response |
| pull out their credit cards. | | | | cards? Choosing the right place and way to |
| Instead of aiming for an immediate sale, set up a | | | | display these items can really affect your |
| system to get your visitors' contact information | | | | response rate. |
| and follow up with them later. This may be as | | | | Finally, consider how the booth will look throughout |
| easy as a fishbowl drawing for a prize with a | | | | the course of the event. As people take |
| disclaimer that all entrants will be subscribed to | | | | marketing materials, pillage your candy bowl, and |
| your email newsletter. Or you could offer short | | | | pick up promotional items, your booth may start |
| free consultations to those who sign up. You could | | | | looking messy. Straighten it up from time to time |
| also give away an article or report to be emailed | | | | to keep it looking professional. |
| to visitors after the show. | | | | These 5 preparatory steps will help you cut |
| Any of these systems is inexpensive, gives you a | | | | through the craziness and clutter at your next |
| way to get visitors' emails and/or phone numbers, | | | | trade show. And, then instead of wishing for |
| and provides you with an excuse to follow up | | | | visitors, you'll find that your booth is packed like |
| later to talk about your product or service-when | | | | the "win a bunny" booth on the midway at the |
| your prospect is less distracted and overwhelmed. | | | | fair! |
| 4. Consider a promotional item. You may need to | | | | |