Archive for August 26th, 2014

A Guide to Exhibiting at Trade Shows

A Guide to Exhibiting at Trade ShowsEvery trade show exhibitor is well aware of the stress that comes with taking part in such an event. There are many factors to take into account when preparing for trade shows in order for all the pieces to fit together just right and result in a perfectly arranged, well-run booth. The secret to a successful trade show is in the planning and the secret to planning is preparation.


Check out this easy-to-remember trade show planning list, which ensures a more structured approach rather than last-minute preparations:

• Establishing your objective is the tool that will help you to ultimately measure the success of your presence at the trade show. It is your comparison tool. You cannot know if it was a success if you didn’t set a goal in the first place. Therefore, when it comes to objectives, the big question is why you want to attend that particular trade show. The answer may vary from company to company: to increase sales, promote your business, launch a new product, generate new leads, etc. There are different valid reasons for exhibiting at trade shows, so make certain you know which one is yours.


• Knowing what your budget is beforehand sets the tone on how much you want to spend on the trade show. Although you may be tempted to believe that budgeting is all about booking a place at a trade show, it is in fact a much more complex matter. There are several things to consider and the first one is how much you want to spend. From their it makes it a lot easier to plan for the big event. It’s important to take into consideration what the potential return on your investment will be in order to avoid losses. This ensures not only a successful trade show, but can also prevent you from going over budget, which can happen very easily.


• ROI is a measure of the overall cost of the trade show against the realistic goals that you expect to attain, whether those may mean sales, public relations value, or leads. As a result, knowing your objective and budget will assist in estimating an overall return on investment. Now, the first results after putting all the data together may not be what you want or what you expect. However, the solution is not to give up but to rethink your planning, including your budget and objectives.

• Marketing and branding collateral is not just about a few brochures on a pop-up stand and a banner with a logo. The main purpose of trade show collateral is to send out the right message about you and your business. As a result, the way you represent your business across all of your marketing and branding materials is very important. Collateral is what makes that first impression on visitors and that first impression needs to be the right one.


• The sales team is also a part of that crucial first impression. It is not only about having an appropriately dressed sales team but it is also about their general behavior, demeanor, attitude towards visitors, and passion for being there and representing your company. However, your sales team, more than anything else, needs to be well prepped on your services and products. They need to anticipate every potential question of a visitor and have the answer ready. Each member of the team should know what their role is at the trade show. They should be able to rotate at the stand when it becomes crowded and should feel motivated to work towards attaining your trade show goals.