Archive for December, 2016

What If You Just Don’t Know The Answer?

You’ve been preparing for the trade show for months. You’ve gathered all your trade show materials, purchased the banner and flags, and put together pamphlets and slide shows that will expertly explain your company’s mission and goals.

No matter how much you prepare for a trade show, however, there will still be some times when you don’t know the answer to a customer’s questions. When these situations arise, what do you do? Here are a few tips to keep in mind:

Find A Way To Get The Answer

If someone visits your trade show kiosks and asks a tough question about your products or services, you should try to find the answer if you don’t know it. Let customers know that you’re working on getting a solution. Talk to an expert in your field, via chat or in person, and bring along team members who are skilled in particular areas. For instance, bring along a team member from the tech department to answer troubleshooting issues. Ask someone from your artistic team to come to the trade show and answer creative questions. When you have a live person on hand to answer questions, your company looks especially reputable and customers are more likely to remember how you handled what could have been an awkward situation.

Take To Social Media

When attendees have challenging questions and you want to get feedback from other customers and supporters, you can post the question on social media. This is a great way to keep people talking about your business while exhibiting customer service. You can also ask other industry professionals for pointers on the best way to handle customer issues and concerns via a virtual Q&A. This can also serve as a way for you to further market your business, since you can include the links to your website and other social media pages in your responses. You can also include a section on your website for people to post their questions and get answers from other members of the online community. This will also serve as a great reference tool when you need to find the answer to a question right away.

Offer To Get The Information

There will still be times when a person asks a question and there may not be anyone at your trade show kiosks to answer right away. When this happens, you should find a way to get the information as quickly as possible. Take down the attendee’s name and contact information and get back to the customer as soon as you find a solution. When you contact the attendee with your answer, be sure to include additional incentives like a coupon code or a feature on social media.

Remember, if you don’t know the answer to an important question right away, the best thing you can do is to assure the attendee that you’ll find a solution as soon as you can. Customers will respect you when you’re truthful about not having the answers, but they will also appreciate the fact that you are as prepared and informed as possible during the trade show.

Long-Term Benefits Of Capturing Qualified Leads

As you’re interacting with attendees at your next trade show, it’s essential that you make these potential customers feel comfortable sharing their contact information with you. The right leads can lead to sales for your company, which can boost your business’ reputation and increase the chances that more customers will spread the word about your company through word of mouth advertising.

Here are some things to keep in mind when you’re gathering leads that will prove to be beneficial long after the trade show is over.

You’ll Build Relationships

When you capture qualified leads at the trade show booth, you’ll be building beneficial relationships that can serve you well in the future. Many of the attendees who visit your booth are also connected to reputable companies, and may want to do business with you on a large scale, or partner with you, for professional events. When you capture great leads and follow up with these leads, you’ll not only make a profit when those leads purchase your products and services, but you’ll also put yourself in a position to do more networking at future marketing events, which can lead to more customers.

You’ll Enhance Your Customer Service Skills

Getting as many qualified leads as possible at your trade show exhibit helps you to practice your customer service expertise. The more leads you capture, the more people you’ll need to contact when the trade show is over. This prompts you to personalize your customer service messages and ensure that each of the trade show attendees feels that you took the effort to contact them and keep them updated on your products and services. When your marketing tactics are effective, you’ll get more people talking about your business and your next trade show will be even more successful.

You’ll Reach More Customers

When your leads are qualified, you’ll be reaching more attendees who will turn into actual customers. This helps you to make the most of your marketing efforts and keeps you from promoting your services and products to people who aren’t ready to buy. These qualified leads are also more likely to tell other valuable leads about your company, which serves as a free form of marketing for you.

You’ll Improve Your Reputation

Overall, you’ll improve your reputation at the trade show when you take the right steps to gather qualified leads. Make sure that your trade show exhibit doesn’t have too much signage asking people to leave their contact info. This can come across as desperate and may lead attendees to believe that your business is not very established. If possible, ask people to leave their contact info in a paperless fashion, such as adding to a tablet or monitor featured at your trade show booth. This makes it easy for you to keep track of the info and eliminates the need to file paper documents.

Getting all the qualified leads you need can also lead to a collaboration at future trade shows. When you build up a trust with other organizations and companies, you may be able to come up with unique trade show ideas that will make your time at the show especially worthwhile.

How Much Does It Really Cost to Rent An Exhibit?

One of the most common questions you’ll likely ask your team when you decide to attend a trade show is how much the trade show materials will cost.

The cost for most of your trade show materials are clear cut. For instance, a price for the table covers for your trade show booth, along with the signs and banners are usually clearly stated. However, you’ll also have to take costs for graphics and flooring into consideration. There may also be a cost for additional accessories and furniture that you’ll need to keep in mind when you’re preparing for the trade show.

Exhibit Prices

Keep in mind that the average price for a trade show display is about $100 to $500 per square foot. That means if you have a 20×20 exhibit, you’ll be paying between $40,000 and $50,000. If you rent an exhibit, you’ll be paying around 35% of the hardware price.

Additional Costs

Even after you get the trade show materials you need, you’ll still need to set aside money for other aspects of the trade show. To rent an actual space for your trade show exhibit, you’ll need to reserve about 33% of your budget, and the booth and the graphics that you’ll use to showcase your exhibit will cost an additional 18% of your total trade show budget.

Shipping and promotions should be considered as well, since this may or may not be part of trade show booth rental. Make sure that you set aside about 2% of your budget for miscellaneous costs as well. If anything goes wrong with your trade show exhibit or your need replacement parts, having this money set aside will definitely come in handy.

Organizing Your Budget Even More

The total cost of the trade show can be figured out when you multiply the cost of the exhibit space times three. On average, floor space costs about $21 per square foot. That means a 20×20 floor space rental will cost around $8,400 and the total budget for the trade show will be $25,500. This is why the decision to attend a trade show is a huge one for your company.

Additional Considerations

In addition to creating trade show kiosks that will bring customers in and pique their interest in your company, you’ll also need to think about the cost of marketing materials and games that will make your trade show exhibit more interesting. Think about how much it will cost to have a raffle or drawing and give away prizes at your booth. Consider the cost of giving away practical marketing materials like t-shirts or duffel bags to promote brand recognition. You can also cut costs when you’re planning your trade show budget by advertising on social media as much as possible. Be sure to interact with potential attendees and customers before the trade show. This will draw clients and you will get a great turnout as a result, making the trade show materials you’ve purchased well worth it.

Great Ways to Ruin a Beautiful Trade Show Display

When you’re putting together a trade show display and want to make sure that your exhibit will grab the attention of attendees in a matter of seconds, there are some major things to avoid. Even if the color scheme and materials for your trade show booth are professional and appealing, there are things you can do to ruin the look of your display and reduce customer appeal. Here are a few things to avoid.


Clutter is one of the quickest ways to ruin your trade show display. Tell your team members to leave jackets, notebooks and other trade show materials that aren’t directly related to the display off the main table. It’s a good idea to set up a small table behind your booth to store office supplies, and a chair for jackets and coats. When your display is too cluttered, it gives attendees the impression that your company is unprofessional and unorganized. Also, make sure that your team members are not eating at the booth. Make a space behind the main table for eating, or ask team members to eat in the common area of the trade show venue. This reduces clutter and keeps your booth from having strong food aromas that can be overwhelming.

Not Delegating Tasks

When you’re planning your trade show display, make sure that you have specific staff members taking care of certain tasks. Someone should be in charge of all signage. Marketing materials such as pamphlets and white sheets should be the responsibility of another team member. Ask another employee to organize the games, raffles and prizes that attendees will receive. When you don’t have people taking care of specific tasks, your trade show booth will be unorganized and there are tasks that won’t be accomplished during the event. You’ll also be so concerned with trying to get things in order at the booth that you won’t have time to engage with customers or provide information about your company that may lead to sales.

Not Planning Ahead

When you organize your trade show booth, you should know how much space you have and how many materials you can bring to the venue. Measure your signage and table before bringing it to the venue. No matter how colorful and professionally constructed your display materials are, you won’t be able to properly display them if you don’t plan ahead. This can ruin the trade show display. It will require you to make changes to the setup that will effect the way attendees see your booth and interpret your company’s culture.

Finally, remember to bring a few extra items to the trade show so that you can keep your exhibit intact. Make sure you have a stapler, small hammer and nails, tape and glue so you can put different parts of your booth together quickly if something falls apart. Small replacements like table signs and covers are also best to have on hand so you can keep your exhibit intact throughout the day.

Are You Giving Attendees What They Want?

As you’re setting up your trade show kiosks and trying to connect with customers, it’s important to make sure that you’re actually giving attendees what they want in terms of customer satisfaction. Many people are coming to trade shows to make purchases or check out trade show materials for new purchases. The trade show can also be a great time to make a first impression on attendees who are learning about your company. If you’re not sure whether attendees are going home with your products and services on their minds, here are some tips to think about.


Technological advances can attract more people to your booth and make your business one to remember. Make sure that attendees know that your company has an app, and bring along a tablet or monitor so people can access your app’s feature from your trade show booth. Tech-savvy attendees will want to know that they can access the online features your company provides quickly and easily. It’s also a good idea to make your company technology interactive, and to provide several places for feedback so that you can continue to improve your company’s online presence.


Give attendees what they want in terms of information as well. Make sure that your signage is descriptive and appealing, and give out trade show materials that will make the mission and objective of your company clear. People want to know that you’re providing them with all the information they need to make informed purchasing decisions. The history of your business, along with the expertise of your staff and the benefits of your products will help to boost your company’s reputation.

Free Stuff

It’s no secret that trade show attendees love getting free stuff, especially if it’s useful. When you’re composing your trade show supplies list, include free marketing materials. Give out supplies that attendees will enjoy, such as food samples or coupons to local businesses. In addition to getting free gifts, attendees may also enjoy playing for prizes. Gift cards that can be redeemed online or at local businesses are ideal prizes as well. The more activities you have planned for your booth, the more likely it is that attendees will remember what you had to offer and become customers.


Finally, are you giving attendees what they want when it comes to incentives? Make sure that potential clients have a reason to come to your booth and spend a considerable amount of time there. Let customers know that they receive a discount on their first purchase. Or, live stream the trade show and feature attendees who are also promoting their companies. Interact with customers on social media during the trade show. Let attendees know that discounts and promotions are available for customers who refer friends and associates. The more incentives attendees have to patronize your company, the more likely they are to tell other potential customers about what you have to offer.