Tips for Effective Trade Show Exhibiting

Choose the right display

You need to set your annual display budget based on your corporate branding goals and guidelines. If you want to position your company as “the leader” in your industry, you’ve got to go with a larger space and a custom or high end modular exhibit.  If you’re shooting for “the technology leader,” you’ll probably want to keep your display fresh, updating components with the latest and greatest on a regular basis. If one of your main messages is “customer service” be sure the display has open areas for visitors to sit or feel comfortable as you either talk or present information with AV equipment or a laptop.  If you’re small, or a startup on a tight budget, there are creative options like retractable banners, or even an inexpensive popup.  If you sometimes exhibit in smaller venues, consider a display with components that easily convert from a large to a smaller configuration.

Use effective display graphics

Great graphic design is critical if you want graphics on your trade show display that beckon visitors to walk from the aisle, into your booth.  Here are some important tips to consider:

• Use the “less is more” rule – include the least amount of words, and the fewest number of pictures that are absolutely necessary to convey your message.

• Make sure all logos and text can be clearly read from a distance of 15 feet.

• Limit bullet points to 10 words or less.

• Include colorful visual images to catch the eye.

• Make sure your company logo is easy to spot even from a long distance.

Take advantage of integrated marketing communications

Successful exhibiting incorporates other marketing communications elements like advertising, direct marketing, PR, corporate communications and the Internet. When used together, the combined efforts of all marketing tools produce better results than when they’re used individually. When trade shows are integrated into the overall marketing mix, far better results are achieved.

Choose the right space

Consider seating, hospitality, demonstration, office, storage areas and in-booth promotions. Allow floor area for everything, which will drive your booth size requirement.  Visitors enter an exhibition and turn right, because we drive on the right. If you want visitors to see your display first, then the right-hand side of the exhibition is best. Corner booths and those fronting major features like the entrance and restaurant are the most visible.

Initiate pre-show promotions

Research reveals that exhibitors who initiate pre-show promotions to bring quality visitors to their booth improve results by 300%. Determine who you would like to visit your booth then target them with all pre-show promotions. Numerous options are available depending on your  budget:

Invitations – Often, the show organizers will supply you with complimentary invitations to the trade show. If not, create your own and customize it by promoting any new technology or products you’ll be exhibiting at the show.

Show features in trade publications - Many major trade shows are promoted before and after the event in trade publications whose audience heavily attends.  Advertise in the pre-show issues, and be sure to pitch any new technology or products you’ll have on display to the publications’ editors.  Those publications will also usually be distributed at the show, so you’ll get double exposure.

Competitions - Launch a competition where visitors have to visit your booth to enter.

Free service or product - Offer a free service or product to all show visitors, which the organizers are usually happy to promote in their pre-show promotions, or in the Show Dailies.

Internet - Most show organizers have a web-site for their trade shows and if it includes an exhibitor listing, make sure your company is included with a link to your Home Page if possible.

Direct marketing, mail or email - Include a special offer that can only be taken advantage of if the visitor registers at your booth or a giveaway that they can collect from your booth. The quality of your list, whether email or contact name and physical address, is the most important factor in optimum results.

Actually read the Exhibitor Information Manual

All professional trade show organizers supply exhibitors with an Information Manual, which contains all the necessary information for successful exhibiting. Rushed sales/marketing executives rarely read the exhibitors manual from cover to cover, but may run into problems or lose opportunities as a result.  The manual contains information such as:

Service order forms – Including needs for electricity or water to your booth, furniture rental, AV equipment rental, carpet rental, and many others.  They usually either have discounts for early submission or penalties for late orders. Some trade shows have compulsory contractors for supplying services, so you’ll need to check this for each show.

Advertising opportunities - in trade show catalogs or show dailies and supplements which would receive much wider circulation and attention then individual advertisements. Free editorial in the trade show catalogue is offered by many show organizers. Trade show catalogs are kept for a long time after a show as they serve as a valuable reference resource. This can generate sales and leads for exhibitors long after the trade show is over.

Free signage - if included as part of your booth rental, the organizers need to know what company/brand or product name you require on the provided signage. Tickets, passes and badges - are normally linked to security procedures so you must be aware of the rules and how many you are entitled to. Check how many invitation tickets you will receive to accompany your pre-show promotions. If more are required, then contact the organizers.

Rules and regulations - absolutely vital to know and may include height restrictions, signage requirements, and other vital information.

Shipping information – the shipping details vary by show and are critically important for a smooth event. Depending on how early you send your booth and materials you may need to ship to a special designated “early shipment” address instead of the standard exhibition hall address.

Utilize industrial P/R

Many large trade shows have a press room in which exhibitors can place “press kits.”  These are generally folders that include recent announcements, press releases, or other collateral that may be of interest to the trade media covering the show.  Consider sending out press kits to key editors prior to the show.  That way, there’s no guessing as to whether or not they’ve picked up your materials in the press room.  Also, if you have a new product or technology you’re introducing at the show, contact them prior to the show and ask for an interview at your booth. If you don’t have the time to focus on this important element yourself, consider hiring an industrial P/R consultant to manage all aspects of your trade media relations prior to, during, and after the show.

Train your booth staff

Booth staff are a critical ingredient to a successful event. If you think of the venue as the theatre, the show as the play, and the display as the performance space, then your booth staff are the actors - and we all know how bad actors can ruin a good play!

Make sure your “actors” know their lines.  What are the main messages you want to communicate at the show?  If there’s a new product or technology you’re highlighting, make sure everyone can discuss its unique features and benefits.  If you’re targeting a newer market or type of customer at the show, make sure everyone knows the sales pitch for that specific type of customer. If you want to get across a corporate message, such as a recent acquisition or alliance, make sure everyone knows the details.  Don’t just assume everyone knows what’s in your head!

Nothing communicates “stay away” like a booth full of people who are chatting on their cell phones or with each other.  Your booth staff should be concerned at all times with making eye contact with visitors as they pass by, and appearing open to conversation.

It’s smart to communicate what you expect of your booth staff in writing prior to the show. Some items may be:

• Booth staff schedule - The volume of visitors at trade shows makes staff rotation important. Make sure the booth is manned with the number you set at all times, giving everyone breaks and opportunities to walk the show floor.  This is another great way to get leads!
• Attire for booth staff – Whether you want your booth staff dressed casually in matching golf shirts with a company logo or in suits and ties, a consistent appearance communicates professionalism and makes it easier for visitors to identify who to go to for information.
• Themes or messages to communicate at the show – a written “speech” for each item you want to promote will be helpful for newer employees, or staff that is not as familiar with this target audience.
• Lead qualification – Particularly if you have newer employees in your booth, it’s good to have written criteria for what constitutes a “hot,” “warm,” and “cold” lead.  If everyone is using the same criteria to quality leads it will make follow-up an easier process.
• Booth promotions – Make sure all booth staff know ahead of time if there will be any show promotions and the rules for each.

Have a plan for lead management

Everything you do for your trade show exhibit is aimed at generating the greatest number of quality leads but without a plan for managing, processing and converting those leads to business, the money spent on the trade show will be wasted.  The manager in charge of the show should set criteria for qualifying leads prior to the show, monitor lead processing during the show, and manage follow-up after the show.  Statistics show that casual handling of show leads and late (or no) follow-up is the most common reason for poor results from trade shows.

© 2009 Marketects, Inc. – www.marketectsinc.com