Tradeshow Tips

Consider the Show that best suits you and decide on your site preference (and size)

Tradeshows are a significant investment, not only in the cost of booking the stand, but also in the cost of creating your stand, sending your products/people and promotional items to the stand and covering for personnel while they are away at the Show. As such, it is important that you weigh up your tradeshow options and choose the show that is most relevant to your product/service and most likely to be attended by your target audience. When making your decision to attend, ask whether you can afford to be there, and perhaps more importantly, whether you can afford not to be there!

Exhibit Design
A well-designed exhibit can be so effective at cutting through the trade show clutter and 'visual noise' and getting your message to your target audience. When you consider that the average trade show attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days, this leaves about 5 to 15 minutes per visit. This gives you only 5 to 15 minutes to make a lasting impression that will give you an edge over the competition.

• Make your exhibit inviting with big colourful images - simple and bold is best (like a billboard).  
• If you add words to your image, then be concise. Fewer words = more impact. Let's face it, no one is going to walk by your booth and read posters with lots of copy. The key to attracting traffic to your display is to use eye-catching images and short, compelling messages (like a billboard).

Getting there, and setting-up
Wherever possible and practical, we recommend taking lightweight portable displays that can be rolled up or packed up, and shipped in a case in extreme cold and heat, then set up at the show, again and again and again.

Accessorise
Think of your backdrop as the beginning, not the end of your exhibit architecture. Accesories such as lighting, attachable tables and counters, and other display components designed to attach to a pop-up can create a more unique architectural look.

Staffing  
More important than the display are the people standing in front of it. Get the right people, make sure that they're dressed for success, and train them to engage people and sell within the trade show environment.  

• Going offshore? If your people don't speak the language, then consider hiring personnel who can fluently speak and understand the language of the local nationality.  
• Make sure your team are positive in their communications - it is bad taste to bad-mouth the competitors and this can turn off many site visitors.  
• Always talk to show goers - most visitors will keep on walking uness you reach out and engage them.  
• Make sure that the people on your stand know their stuff - they should be able to run demos, answer questions and focus on the individual they are talking to, without losing the interest of others who stop to listen in.  
• And remind your staff to get the contact... shake hands, get the person's card and contact information. Then follow up on that contact.

Promotions and Marketing Collateral
Take plenty (as much as you carry in your suitcases). It's far better to haul literature, samples or freebies home after the show than to have to apologise that you ran out. Bad business and Murphy's Law that the one prospect who gets this excuse will turn out to be the head buyer from your main prospective target customer.

In summary, tradeshows are good business. From a local Chamber of Commerce function to the big-time national and international shows, it's an ideal opportunity to meet the consumers who use your product or service. Take it seriously, and you'll reap serious benefits.