marketing tips for trade show success
DESCRIPTION
Need Trade Show Help? Use these insider tips to help you save money, save time and take advantage of free stuff. For more marketing tips, follow me on Twitter @LisaMasiello.TRANSCRIPT
44½
TipsforTradeShowSuccess
Great
Need Trade
Show Help?Use these insider tips to
help you save money,
save time and take
advantage of free stuff.
44½ Great Tips for Trade Show Success
Whether you’re just starting out and new to trade show management or you’re a
seasoned professional with trade shows as part of your marketing strategy, these
insider tips will help you save money, save time and take advantage of free resources
you shouldn’t overlook. They’re divided into pre-show activities, things you should
do at the show and post show follow-up activities.
44½ Great Tips for Trade Show Success
1. If You’re Given A Pre-Registered List,
Use It.
Depending on the type of show you’ve chosen to attend and the package, sponsorships
and booth size you choose to purchase, you may be given the list of pre-registered
attendees by the show organizers. Use it!
Market to these people both before and after the show. Before the show, create an
email campaign or direct mail piece with a very specific call to action―inviting the
attendees to stop by your booth with a special offer code or to bring the actual piece
that they received to get something special in your booth. You’ll attract additional
attendees to your booth and better understand the success of your campaign by the
number of people who stopped by.
This pre-registered show list should also be made available to your sales team to
follow up with phone calls before and after the show.
Pre-Show Tips
44½ Great Tips for Trade Show Success
2. A Shipping Alternative.
If you have a small table top or 10x10 booth that fits into 1 or 2 plastic cases, why pay
for expensive shipping through a trucking company or FedEx, UPS, DHL or some
other carrier?
To save money, you can bring these items with you to the airport and check the cases
as luggage. There will be a cost to do this but certainly nowhere near what it would
cost you to have a shipping company send your cases. If you're willing to schlep the
cases around yourself, it can save you significant money.
Pre-Show Tips
44½ Great Tips for Trade Show Success
3. What’s A Show Decorator And Why
Should I Care?
The show decorator is the company that has been hired by the convention center, expo
hall or large hotel to manage all aspects of the show. Well known show decorator
firms include GES and Freeman, among many others. They normally provide the labor
you see moving boxes to your booth, exhibit hall decorating, shipping and receiving,
booth assembly and dismantling, signage, furniture rental, electrical, custom booth
rental and cleaning services.
As soon as you’ve reserved your space for the show, it’s important that you thoroughly
review your show decorator’s “Exhibitor Guide.” This is the master document (usually
a pdf file) that contains all of the details that you need to know about the show
including deadlines, discounts on renting materials, special requirements and so much
more. It’s important to remember that every show is different so even if you’ve
managed many shows in the past, be sure that a review of the Exhibitor Guide is one
of the first things that you do.
Pre-Show Tips
44½ Great Tips for Trade Show Success
4. Should We Exhibit Next Year?
Having a sales person say that they thought it was a "good show" is not good enough
to determine if you should spend the money, time and resources to exhibit at the show
again next year.
Setting specific, measurable goals for qualified leads, new customers and increased
revenue will help you make a more informed and financially responsible decision as to
whether or not to attend again in the future.
Pre-Show Tips
44½ Great Tips for Trade Show Success
5. What’s Your Plan B?
The key take away here is to plan, plan and plan some more. You may have done
everything perfectly―gotten fantastic tchotchkes to give out at your booth, secured a
speaking spot and have 250 people confirmed to attend your networking event.
But what happens if your literature doesn't arrive, you forgot to order electricity or,
god forbid, a section of your booth goes missing? What if one of your employees gets
sick and can't go to the show? What’s your backup plan?
Even those of us who have managed lots of shows get blindsided every so often by
things that are out of our control. How quickly you can think on your feet and
whether you have a backup plan can make all the difference and ensure that you have
a successful show.
Pre-Show Tips
44½ Great Tips for Trade Show Success
6. Give A Presentation.
Participating in speaking sessions where subject matter experts discuss relevant
topics or provide educational instruction can be a great benefit to a company looking to
break into a new market or position itself and the speaker as an industry leader.
Other than the travel expense for an out of town event, the opportunity to speak is
often free (although not always). There are generally 3 primary ways in which you can
speak:
1. Free and open to anyone:
Some shows open this opportunity to anyone who wants to speak on one of the topic
categories chosen by the show management. When reviewing a trade show’s website,
find out if they’re accepting speaker abstracts or there is a “call for papers” and when
your submission is due. The abstract, which is usually a 1 or 2 paragraph overview of
what you will speak about and what the attendees should expect to learn, will need to
be submitted with the application. Approximately 4-6 weeks later you’ll be notified if
you’ve been selected.
Be careful if you’re accepted: some shows will allow you to substitute the speaker you
originally submitted for someone else in your company if the original speaker is unable
to attend. Some shows will not allow this and could eliminate your session, replacing
it with another company/topic if you attempt to switch speakers.
(continued on next page.)
Pre-Show Tips
44½ Great Tips for Trade Show Success
6. Give A Presentation.(continued from previous page.)
2. Pay to play:
Some shows offer a speaking opportunity only to those companies who have purchased
a large booth space or a sponsorship package. This is usually listed as part of the
sponsorship description. If the show is very important to your business and you would
consider purchasing a large booth or sponsorship anyway, then this is a good
opportunity for you. If you would only pay the extra cost to be able to
get a speaking spot then you need to decide if the added expense is worth it.
3. Invitation only:
For other shows, the ability to speak is by invitation only. This is frequently the case
for shows run by large companies, like Microsoft, for example, where the event may be
specifically targeted at vendors, channel partners or customers.
If you have a relationship with the company managing the show, and have not already
been approached about speaking, discuss your participation at the event with your
account manager or other contact. They may not be able to give you your own session
but may be able to add you to a panel discussion which includes other vendors,
customers or partners.
Pre-Show Tips
44½ Great Tips for Trade Show Success
7. Exhibit or Bust? Maybe Not.
Are you on the fence about whether to exhibit at a specific show?
It seems like the right audience. There’ll be thousands of attendees and we’re trying to
grow our business in this market. But is it really the right show for us?
Why not send 1 or 2 people to the show as attendees to gain an insiders perspective as
to whether it’s really appropriate for your business? If it is, you’ve hopefully made
some initial contacts and will be better prepared to exhibit next year. If not, you’ll
have saved a lot of money by learning that this show isn’t really the one for your
company.
Pre-Show Tips
44½ Great Tips for Trade Show Success
8. So Sorry Your Poster Is Damaged.
To ensure that posters and other graphics will get to your booth in one piece without
bent corners or other damage, you may want to consider designing your show graphics
as you normally do and then uploading your files to the FedEx Office Print Center,
FASTSIGNS, Staples or other printing company that has an office near the convention
center where the show is taking place. You can place the order online and you or a
member of your team can pick up the graphics when you arrive in that city to set up
your booth before the show.
There are benefits and drawbacks to doing this:
1. Benefit: This will save on shipping costs and ensure the graphics are not
damaged along the way. Just take into consideration the size of your graphics and
how you will physically get them to your booth if they are not shipped with the rest
of your materials.
2. Drawback: Graphics that are too big for you to handle yourself may require you
to hire people to bring it from the printer to the hall. This additional cost may wipe
out the savings that you got from not shipping the graphics.
Just know that the ability to design your graphics locally and have them printed in the
show city, possibly thousands of miles away, is available to you. You’ll have to weigh
the pros and cons for yourself. It’s also an excellent option if you need to have
something created last minute and won’t have time to ship it.
Pre-Show Tips
44½ Great Tips for Trade Show Success
9. What Are You Doing For Your
Customers?
The intent of most exhibitors is to engage prospects, qualify leads and close new deals.
But, don’t forget about the customers you already have.
Take the opportunity in whatever city the show is located to reach out to and engage
your current customers in that area or those you know will be attending the show.
Before the show, do a search of your database for customers within a 100 mile radius
of the convention center. Let them know that you will be at the show. Send out
invitations to an after hours networking reception or a customer appreciation dinner.
This will give you additional face time with customers and enable you to gain valuable
insights by talking with them about your products/services, what they think your
company is doing well and what you could be doing better.
Members of your sales team can also arrive at the show a day or two early or stay
after the show has ended to have in-person meetings at your customers' offices.
Don’t ignore this opportunity to personally engage your existing customers and show
them how valuable they are to you.
Pre-Show Tips
44½ Great Tips for Trade Show Success
10. Help A Reporter Out.
Every show usually includes some members of the press whether reporters, bloggers,
analysts or other industry influencers who come to check out what’s new and different
in the areas in which they write.
Some shows provide exhibitors with a pre-registered attendee list which includes
names of the press. Others set up a networking website where all attendees and
exhibitors can network online to schedule meetings at the show. Take advantage of
this huge opportunity and reach out to reporters who you feel would be interested in
learning more about what your company is doing, new product announcements, a
sneak peak at new technologies, etc.
Invite them to your booth, to a networking event, reception or even just a cup of coffee.
It doesn't have to be a formal sit down interview with an article posted the next day,
although that would be great. At least introduce them to your company, your team,
your products and how you stand out from your competitors. Offer to be their go to
contact when they have general questions about your industry or are looking for an
alternative opinion when writing about a topic you’re expert in. Meeting in person at
the show may possibly garner immediate press but, more importantly, can lay the
groundwork for long term relationships and many future press opportunities.
Pre-Show Tips
44½ Great Tips for Trade Show Success
11. What If Marketing Can’t Attend?
It's usually the responsibility of the trade show manager or a marketing team member
to manage the company's participation on-site. If you won’t be sending a marketing
person to the show, be sure to designate another person from your company as the
show manager. They should be able to arrive before the show begins to manage your
booth’s installation and able to stay after the show ends to manage the shipment back
to your office or exhibit house.
Be sure to give them copies of everything―from electrical, carpeting and furniture
forms, to the name and phone number of the shipping company, hotel reservation
numbers, cell phone numbers of all employees, extra company-branded shirts for
exhibit staff, booth duty schedule and a company credit card number for additional
expenses.
There’s no detail that’s too small. Make sure they have all of the information at their
finger tips and don't have to call or email back to the office which may cause delays in
resolving issues.
Pre-Show Tips
44½ Great Tips for Trade Show Success
12. For Immediate Release.
Are you speaking at an upcoming show? Will you be launching a new product or
service? Are you a conference sponsor? Let people know.
Write and distribute a press release 3-4 weeks before the show takes place. This will
generate additional pre-show interest, enable attendees to add your activities to their
calendar of things to do at the show before it fills up and will assist in online
marketing efforts (SEO) by having your information appear in search engines when
online searches are done for a particular show.
But don't stop there. Write and distribute a media alert 1 week before the show begins
highlighting a specific activity you will be participating in or something you will be
featuring in your booth. Be sure to quickly get across the who, what, where and when.
Many reporters, bloggers and others watch for these announcements and may reach
out to you for a larger story―or to at least stop by to learn more.
The show daily, a small publication or online magazine which includes a wrap-up of
what happened at the show on the prior day and previews what will be happening at
the show on that day, may also include your information in their publication, resulting
in additional attendee traffic to your booth or speaker session.
Pre-Show Tips
44½ Great Tips for Trade Show Success
13. Need Money To Exhibit?
Do you resell products or services of a larger supplier or manufacturer? Does that
company offer co-op marketing funds or MDF (market development funds) to
assist you in selling their products/services? If you’re unsure, reach out to them and
ask. If they do, talk to them about your interest in participating in a specific show.
Depending on the location, attendee demographics, key messages and other criteria,
they may encourage you to participate by agreeing to pay for a portion of your booth,
the booth space, tchotchkes, signage and other items needed for the show. They may
also provide additional products for you to raffle off as prizes during the show or even
send their own employees to help you sell in your booth.
The more of their products you sell at this show the better for them as well, so it's a
win-win situation for both of you.
Pre-Show Tips
44½ Great Tips for Trade Show Success
14. Shipping Wars.
Each exhibitor is given a window of time in which to set up their booth before the show
begins. Depending on the size of your booth, it could be a few hours or a couple of
days.
Working with a trucking company.
If you’re working with a trucking company, it would be to your benefit to tell them
that the truck must be at the convention center as soon as the hall opens on the day
that you are scheduled to move in (normally 8:00 or 8:30am).
As trucks arrive at the convention center they’re all sent to the marshalling yard and
called to the convention center’s loading dock one by one. If your shipper doesn’t
arrive early so that it is one of the first in line, you run the risk of having your booth
wait for hours until the driver is called to the loading dock and the booth is unloaded
and additional time before it’s brought to your space in the hall.
Even though your booth setup time may be from 8:00am to 7:00pm, you could end up
only having a couple of hours to set up your booth due to all of the delays that can
occur along the way. Giving your driver an earlier arrival time should ensure that you
have more time to work on your booth rather than having to scramble at the end.
(continued on next page.)
Pre-Show Tips
44½ Great Tips for Trade Show Success
14. Shipping Wars.(continued from previous page.)
Carrying Your Booth.
Some companies with small 10 x 10 booths that fit into a couple of plastic cases send
the cases with employees as luggage to cut down on the high shipping costs. This can
be a good option but be sure to review the rules and regulations of the show decorator.
Every city and convention center has different rules related to how much and how
large the materials can be that you, as an exhibitor, personally bring into the hall.
Labor union requirements are different from city to city so it’s important to look into
this for every show. If you’re seen arriving with your booth plus large, oversized
graphics, the union may require you to turn your materials over to the show decorator
and they will charge you to bring it to your booth.
Last Minute Shipments.
If you have to ship something last minute and send it directly to the hall, understand
that you will incur the shipping cost as well as the cost for the show decorator to bring
it to your booth from the loading dock.
Pre-Show Tips
44½ Great Tips for Trade Show Success
15. What Magazines Will Be At The Show?
Trade magazines often partner with or participate in many of the shows you may be
interested in attending and distribute their magazine free to all show attendees. This
can often add another 1,000, 5,000, 10,000, 20,000 or more readers to the normal
circulation.
You’ll find the names of the participating magazines on the show’s website. Once you
know who they are, go to their individual sites and review the magazines’ editorial
calendar. You’ll learn what topics they will focus on during the month in which the
show is taking place. You may be able to submit an article, reach out to a reporter to
provide expertise on a certain subject or be interviewed for inclusion in the article.
This is an opportunity to get free press coverage and your message will reach
additional readers who may never have picked up the magazine before.
This is also the case if you choose to advertise in the publication. You'll get more bang
for your buck by advertising in the magazines with additional circulation at the show.
Pre-Show Tips
44½ Great Tips for Trade Show Success
16. Coordinating Your Vendors.
When planning for your booth to be assembled in the hall, think about all of the items
that need to be installed and the order in which it must be done. There are often
different vendors providing multiple services and coordinating their arrival at your
booth for installation is critical to avoid delays, additional expenses or possible
damage to the booth structure.
For example, if you plan on hanging a large banner from the ceiling over the center of
your booth, remember that a forklift will be needed to secure the sign. And, it will
need to be installed before any of the booth structure is assembled.
Are you considering bringing a car or other type of vehicle into your booth? That
opens a whole new set of issues that need to be taken into consideration. You’ll need
to work closely with the show decorator on their requirements and safety
considerations.
Bottom line: Understand all of the components of your booth and the order in which
they must be installed. Keep in communication with vendors so booth installation
goes smoothly and is completed on time.
On-Site Show Tips
44½ Great Tips for Trade Show Success
17. Easy Access To Your Graphics Files.
We’ve already talked about an alternative to shipping trade show
graphics/posters/banners by sending the electronic file to a printer near the convention
center for pick-up there. But what if you did ship all your graphics to the show and
something is damaged beyond repair?
It’s also a good idea to bring the graphics files with you on a thumb drive or place
them in a cloud storage service like Box or Dropbox that can be easily accessed from
anywhere on any device. If a poster/banner/sign doesn’t arrive or shows up damaged,
you’ll need to have another one printed quickly and immediate access to your
electronic file is key.
On-Site Show Tips
44½ Great Tips for Trade Show Success
18. I Gave A Great Presentation. Now
what?
A few of the people that come to hear you speak may stick around afterward to talk
with you personally. Most will not. Don’t let those people just walk out the door. Give
them an incentive to stop by your booth.
Include a special offer at the end of your presentation and tell the attendees that if
they stop by your booth and mention that they were at the presentation, they’ll get
something for free or a special discount only available to presentation attendees.
That’ll give your booth staff another opportunity to engage attendees who have
already been warmed up by the speaker presentation.
On-Site Show Tips
44½ Great Tips for Trade Show Success
19. Here’s A Free Pass.
Depending on the type of show and the size of the booth you select, you may be given
one or more “full conference passes” in addition to the passes you will receive for those
people manning your booth. This frequently includes free access to all meetings,
educational sessions, keynote speeches, exhibit hall and possibly all meals as well.
Check to see if the purchase of your booth space includes this. If it does, you’ll save
money by not having to buy a full conference pass for one of your employees.
On-Site Show Tips
44½ Great Tips for Trade Show Success
20. Check Out The Competition.
Be sure to check out your competition. The show is a perfect opportunity to learn more
about your competitors and what they’re talking about in their booth. Ask questions
and see how they answer them. How does your company differentiate itself from
them? What are the key messages they’re presenting to attendees? Are they doing
product demos? Do they have special offers or are they giving away prizes? Are they
speaking at the show? On what topic?
Don’t wear any clothing that includes your company logo when visiting a competitor’s
booth. You’ll have more success in gathering information if you look like you’re just
another attendee.
Turn your exhibitor badge upside down or switch badges with someone you know from
another company so they don't see you’re a competitor.
On-Site Show Tips
44½ Great Tips for Trade Show Success
21. We’ve Got Beer.
If the show has a "booth crawl" type of sponsorship, consider participating.
A booth crawl, conducted in the expo hall normally on the first night of the show,
includes a number of exhibiting companies who have agreed to pay for the privilege of
having hors d’oeuvres, beer/wine and other goodies placed in their booth. Attendees
are given a list of those companies and make their way from one booth to the next to
eat, drink and have their list stamped by the companies they’ve visited. Once all of
the booths are visited, the attendee is often entered into a drawing for a prize given by
one of the participating companies.
This will guarantee booth traffic and enable you to talk with more people as they come
through but you'll need to decide if it is worth the additional cost to your company.
On-Site Show Tips
44½ Great Tips for Trade Show Success
22. The Trade Show Vacation.
So many companies send employees to shows with no requirements for individual
goals or objectives. Although there are opportunities to relax and have fun, ensure
that your employees don’t see a company paid trip to a trade show as a vacation.
They’re being sent to generate qualified leads, bring on new customers, meet with
business partners and vendors, gain industry insights, learn about new technologies,
etc. Set clear expectations for each person and follow up after the show on whether
those goals and objectives were met.
On-Site Show Tips
44½ Great Tips for Trade Show Success
23. Get A Room.
The hotel next to the convention center or in very close walking distance is often
selected as the "show hotel." This means that the show management has made
arrangements with the hotel to set aside a large block of rooms at discounted prices for
people coming into town specifically for that show. The show's website will have
information about that hotel and should enable you to make a reservation right on
their site.
There’s usually a deadline to get the reduced rate but, more often than not, the rooms
fill up so fast that you’ll see a notice that there aren’t any more rooms available. If
that's the case, call the hotel directly. They always set aside rooms for regular
customers who will be coming into town for other reasons and there may still be rooms
available, just not at the discount rate.
The time savings in getting to and from the convention center each day and the
savings from not having to take a taxi or rent a car to drive from a hotel 5 miles away,
may offset the full room rate at the hotel next door.
On-Site Show Tips
44½ Great Tips for Trade Show Success
24. As Seen On TV.
Planning on having a product demo or playing video games in your booth to attract
people as they walk by? Why not kill two birds with one stone and save money as well.
Don't rent a TV or monitor from the show decorator. Consider buying it from an
electronics store near the convention center. Use it during the show and then raffle it
off at the end. This "prize" will be another reason for people to stop into your booth and
you’ll have saved money by not having to rent a TV and buy a separate prize to raffle
off.
On-Site Show Tips
44½ Great Tips for Trade Show Success
25. Office Supplies.
An important component of any successful trade show, yet one that can be so easily
overlooked, is the office supply kit. Here is just a small sampling of things that should
be included. What else can you think of?
• Pens, highlighters, paper clips, a stapler, staples and pads of paper.
• Business cards of key employees who are NOT attending the show so you can
distribute their cards if needed.
• Fabric cleaner to remove spots and an iron to get out wrinkles (The iron can also be
borrowed from your hotel if you have one. Just remember to return it.)
• Packing tape to pack up boxes to ship home and return shipping labels.
• Extra trade show shirts with you company logo. You never know which employee
will forget to bring their shirt.
• Extra extension cords.
• Extra light bulbs if one should blow out on your booth.
On-Site Show Tips
44½ Great Tips for Trade Show Success
26. Protect Your Valuables.
Don't forget about trade show security. Do you have valuable demo equipment?
Computer systems? Does your booth contain lockable storage? Is it big enough to hold
everything? Are you ok with leaving valuable items in your booth overnight or would
you feel better taking them back to your hotel room? Should you consider hiring a
security firm to place a guard in your booth overnight? Although the show itself does
provide security which walks through the hall after show hours, you may decide that
your equipment or other items require additional levels of security. Just another thing
to think about.
On-Site Show Tips
44½ Great Tips for Trade Show Success
27. Impossible To Connect.
If you choose to order an internet connection from the show organizer because you
have a demo that requires it or would like to surf the web from your booth, have a
backup plan. With attendees and exhibitors all trying to use the internet, you have to
assume that there will be speed and/or connectivity issues. Think about what you’ll do
if you can’t get a connection or it’s extremely slow.
On-Site Show Tips
44½ Great Tips for Trade Show Success
28. Have I Got A Space For You.
A lot goes into selecting the perfect location for your booth―the layout of the hall,
entrance location, food and bathroom locations, where your competitor's booths are
located, if there are companies you want to be near for strategic business reasons? No
matter what area of the hall you select, always try and have as many sides of your
booth open to the aisles as possible to enable attendees to easily see and enter your
booth from multiple directions.
• 10x10 - Even if you’ve selected a 10x10 in-line booth, look for a Corner booth space
at the end of an aisle which will allow you to have 2 sides of the booth open to 2
intersecting aisles.
• 10x20 – The best option for you will be an End-Cap booth space which will enable
you to have 3 sides of your booth open to the aisles. This is positioned at the end of
in-line linear booths.
• 20x20 or larger – A Peninsula booth (similar to an end-cap but larger in size) or an
Island booth where you have all 4 sides open to aisles would be your best bets.
Some shows do charge extra for corner or end-cap booths but the increase in foot
traffic often makes it worth the extra cost.
On-Site Show Tips
44½ Great Tips for Trade Show Success
29. Which Way To The Press Room?
Most trade shows will have a room set aside for the press―usually called a press room,
media room or press kit room. It's a place for exhibiting companies to put their press
kits for reporters to pick up, for journalists and companies to meet for interviews and
a place for reporters, bloggers and others to write their stories.
This is another opportunity for you to get your company/product announcements and
other press information into the hands of people who will write about you. Make your
press kit stand out among the rest of the press kits which will all be laid out in the
same area. Make sure that the reporter understands at a glance what your company
does.
Some shows have now created online press rooms where you can post press releases,
information on your company and products/services, photos, etc. Whether available at
the show or online, take advantage of this free PR distribution opportunity.
On-Site Show Tips
44½ Great Tips for Trade Show Success
30. What Does Your Booth Look Like To
Attendees?
The expo hall usually opens to exhibitor staff one hour before allowing conference
attendees into the hall. Use this time to enter the hall when it's quiet and approach
your booth with the mindset of an attendee. What do you see? How does the booth
look? Does it invite you in? Does your key message(s) stand out and come across
quickly and succinctly? Will attendees understand what you do without knowing who
you are? Scrutinize your booth through the eyes of an attendee rather than as an
employee of your company.
On-Site Show Tips
44½ Great Tips for Trade Show Success
31. Time Off For Good Behavior.
When developing your booth duty schedule, it’s also important to set aside time for
everyone to have the opportunity to walk the show floor. This includes the marketing
team as well as the sales, technical and product teams. Check out other companies.
How does their booth look? How are they bringing people into their booth? Do they
have a contest or show prize? What’s their theme? What are they doing that really
makes themselves stand out? Collect any giveaways, collateral or other materials that
you think are well done. Bring them back to your office as examples of things you
might consider doing in the future.
On-Site Show Tips
44½ Great Tips for Trade Show Success
32. I’m So Hungry.
Handing out food or drinks is always a good way to get people into your booth. But, be
careful. Review the show’s exhibitor guide on their rules for distributing food or
beverages (even small bags of nuts and bottles of water) from your booth.
In most cases, you’ll be allowed to distribute food with no problem. However, you may
incur a fee which you’ll need to pay to the convention center or show decorator based
on the amount of food you’ll be distributing. Any exhibitor handing out food is
considered a competitor to the hall’s food concession, taking away potential revenue
from them by giving out free refreshments to attendees.
Giving away free food will certainly get people into your booth. Just understand that
you may have to pay extra to do that.
On-Site Show Tips
44½ Great Tips for Trade Show Success
33. Reserve Next Year’s Show Now?
While you’re at your show, the show management may schedule a meeting for you to
come to the sales office and select your booth space for next year's show. This enables
the show to lock in commitments a year in advance, allows you to get an early pick at
a good booth space for next year and gives you a discount for reserving your space
early.
As an exhibitor, you want the time to be able to get back to your office, speak with
your team, follow up with the prospects you met, close some deals and better
understand the true ROI of this event to determine whether it will be worthwhile for
your company to exhibit again next year. The show, on the other hand, wants you to
sign up now and get your money so you're locked in.
Cancellation policies vary from show to show. Some give you a 30 day cancellation
clause which enables you to cancel up to 30 days after the current show is over
without any financial penalty. Other shows require an up front percentage of payment
and if you cancel you will receive X% back (never the full amount).
If you’re certain you want to exhibit the following year then sign up during your sales
appointment at the current show. You’ll get a discount and your ability to pick a better
booth location for next year is greater because booth spaces for next year become
available first to current exhibitors. If you’re uncertain about next year's participation
but are able to cancel without financial penalty up to 30 days after the current show,
then sign up and make sure that you evaluate the return on your show investment
within that time.
On-Site Show Tips
44½ Great Tips for Trade Show Success
34. A Customer Video.
This can’t be said enough…Don't forget about your current customers who may be
coming to the show. Think about how you can take advantage of them being there.
Customer testimonial videos are becoming a larger and more valuable piece of a
company's marketing strategy. While your customer is visiting your booth, take a
quick video of them talking about why they think your company and product or service
are so great. It doesn't have to be an expensive, high quality production. It just needs
to be genuine. Honest and natural comments from current customers go a long way in
convincing prospects of your value. And, it's easier to corral a customer into creating a
video when they're in your booth then when they're back at their office.
On-Site Show Tips
44½ Great Tips for Trade Show Success
35. Can I Offer You A Chair?
This should seem obvious but I don't know how many shows I’ve attended where a
company's exhibit staff is sitting in their booth. Do you know how that looks to the
potential customer walking by? That you are disinterested in what's going on. That
you're tired. That you can't be bothered with me. That your comfort is more important
than what you’re there for.
Get the point? Sitting in your booth, unless it’s a separate area specifically set aside
for sit-down meetings, is a no-no. It sends the wrong impression to the people you’re
trying to attract.
On-Site Show Tips
44½ Great Tips for Trade Show Success
36. Should We Rent A Car?
Before you go online to rent a car, check into the transportation options that will be
available at the show and take some of these things into consideration:
• How close is the convention center or hall to your hotel?
• Where are the restaurants and additional conference facilities located in relation to
each other? Are they within walking distance?
• Is public transportation available and how late into the evening does it run?
• Can you quickly and easily get a taxi when you need one?
• Does your hotel have a free shuttle to the convention center and any other locations?
Depending on the size of the show, the show management itself may also be providing
free shuttle service between all of the venues, popular sites and restaurants around
the city.
One Important Caveat: Although a free shuttle, public transportation, a taxi or other
means of getting around may be a less expensive option than renting a car, think
about how much stuff you’ll be carrying to the convention center yourself. Remember
those booth graphics that you’re having created at the local printer? How big are they
and how are you getting them to the hall? The amount of stuff that you personally
have to bring to the hall may ultimately be the deciding factor in which mode of
transportation you choose.
On-Site Show Tips
44½ Great Tips for Trade Show Success
37. Drayage. An Unexpected Expense.
When calculating expenses, be prepared for a number of additional costs that you may
not have expected if you’re new to trade show management. Drayage is one of those
things that’s often overlooked and can be a bit of a shock when you get your final bill.
Trade show drayage primarily refers to the handling of your booth materials before,
during and after the show. This cost is in addition to the shipping cost that you will
incur to ship your booth and materials to and from the show.
It will include (but may not be limited to):
• The processing of paperwork to allow your booth to enter and leave the convention
center or hall.
• The physical movement of your company's materials from the loading dock to your
booth space before the show begins and from your booth back to the loading dock for
pickup after the show is over.
• The delivery of any packages to your booth while the show is taking place.
• The storage of your crates, boxes and any other containers while the show is taking
place.
On-Site Show Tips
44½ Great Tips for Trade Show Success
38. You’re Not Working In Our Booth?
Your sales people are most likely attending the show to work in your booth, qualify
leads and bring in new customers. Senior executives, vendor relations managers,
product managers and others may be attending to conduct meetings with customers,
vendors or other exhibiting companies and may not have time to work in the booth.
Don't assume that everyone from your company will be available to you. Assigning
booth duty to people who will be unable to work the booth may cause you to have too
little representation and not allow your team to take lunch breaks or walk around the
hall to network or pick up competitive intelligence. Understanding everyone’s goals
before the show will eliminate confusion and aggravation during the show.
On-Site Show Tips
44½ Great Tips for Trade Show Success
39. How Many Leads Did You Get?
How are you going to collect leads? Will you rent a device from the show decorator to
scan attendee badges?
You have many options. Here are just a few:
• Rent one from the show.
• Purchase the device from an office supply store so it can be used for multiple shows.
• Build your own online lead form which can be accessed over the internet from any
tablet or laptop.
• Create a traditional paper lead form.
Of course, if you create your own online form or paper form you’ll have the ability to
customize the information you gather to pre-qualify the attendees for your sales team.
Providing hotter, high quality leads is always a good thing but be careful that you
don’t ask so many questions or require so much information that the attendees are
turned off and walk away.
If you’ve decided to rent or purchase a device, read the directions. They will come with
a pre-installed list of questions but you should have the ability to modify them
somewhat to tailor them to your company.
On-Site Show Tips
44½ Great Tips for Trade Show Success
40. Thank You.
Here’s another one of those things that seems so simple but is so often overlooked:
Send a follow up email to all of the people who came to your booth. It should thank
them for stopping by and let them know how great it was to meet them.
You may want to include a photo of your booth so it reminds them of your company
and the conversation they might have had with your team. Did you have a contest or
give away prizes? Include photos of the winners and messages of congratulations.
This email should really be sent out within 3 days of the show ending and the list
should be given to your sales team with instruction to call every person. The fact that
the person was at your booth and was sent a follow-up email, gives your sales team an
easier "foot in the door" when introducing themselves over the phone.
Post Show Tips
44½ Great Tips for Trade Show Success
41. Write A Blog Post.
You’re probably always looking for new topics for your company blog. Why not write a
blog post about your experiences at the show? But, don't talk about your product or
service. Talk about how it was great to see so many friends and customers at the show
and meet so many new people. Talk about the show’s host city. Did you do any team
building activities before the show or maybe offer your time to a local charity in that
city? If so, talk about how great it was to be able to give back.
Focusing on the people behind the company and not your product will go a long way in
building relationships between your prospects, customers and employees.
Post Show Tips
44½ Great Tips for Trade Show Success
42. Missing Pieces.
It’s the same at every show…it takes a certain amount of time to set up a booth and
half that time to take it down. Why? Because everyone’s in a race to get out of the
hall to catch a plane or go sightseeing before they head home. The booth is shoved
back into whatever boxes or crates are most handy. Because of that, pieces are lost,
damaged, misplaced and just plain forgotten.
Once the show is over, it’s easy to stick all the boxes in a closet or spare room and
forget about them until a few weeks before the next show. Resist this urge. If the
boxes have come back to your office, find some out of the way place where you can
reassemble the booth and check it out thoroughly. Is it damaged? Are pieces missing?
Should graphics be replaced? Could you use it again in its present condition at the
next show?
If you had a larger custom booth built by an exhibit house, most likely the booth will
go back to them and reassembly after a show should be one of the things they do as
part of their contract. They will send you a complete inventory of what needs to be
replaced and the cost to get the booth back into shape for the next show.
Whether the booth returns to your office or the exhibit house, it’s important that this
step be done when things are more calm after the show is over or you’ll be scrambling
to get it done right before the next show begins.
Post Show Tips
44½ Great Tips for Trade Show Success
43. What’s Our ROI?
There are different reasons why companies go to trade shows.
• To establish a presence in a new industry.
• To solidify a leadership position among a number of competitors.
• To generate more leads.
• To signup more customers.
• …and many more.
Whatever the reason, it’s important that you sit back and objectively evaluate whether
the show was a financial success. At the end of the day, that’s what really matters.
Remember, when calculating the return, to include T&E expenses, drayage and
additional costs that you won’t know until after the show is over to ensure that you
have an accurate and complete view of the success of your show. This will help you
determine if you should exhibit again next year.
Post Show Tips
44½ Great Tips for Trade Show Success
44. Where Did Those Business Cards Go?
So many business cards and lead forms get stuffed into filing cabinets and never
looked at again after the show is over.
If this was the first time that someone learned about your company, they’re most
likely not going to purchase immediately until they learn more about you and have a
specific need. Make sure you continue to reach out to them over the weeks and months
following the show.
For those leads that are deemed to be “colder,” add them to a marketing nurture
campaign of emails, webinar invitations, videos, white paper or eBook downloads. It’s
important to be top of mind when someone’s ready to purchase and they may not be
ready until months after the show.
Post Show Tips
44½ Great Tips for Trade Show Success
44½. Lace Up Those Shoes.
I call this tip 44½ because it only applies to us women. Yes ladies, I’m talking to you.
As much as you might want to, don't wear 3 inch spike heals―even if your booth is
incredibly well padded. You’ll be standing on concrete for hours on end (remember,
there should be no sitting in your booth). It also doesn’t look very professional to take
your shoes off and walk around your booth barefoot. Flats or low heals are the way to
go.
Booth setup, before the show begins, is also not the time or place to wear heals. Large
crates and trash litter the aisles so you may have difficulty climbing over and
maneuvering around obstacles. Lace up those sneakers and you’ll be good to go.
Post Show Tips
Written by Lisa Masiello.
Lisa MasielloContact Lisa at [email protected]
Connect with her on LinkedIn at /LisaMasiello
Follow her on Twitter at @LisaMasiello
TECHmarc LabsContact us at [email protected]
Visit us at www.TECHmarcLabs.com
Follow us on LinkedIn at /techmarc-labs
Follow us on Google+ at /+TECHmarcLabsCommunity
L a b s
TECHmarc© Copyright 2014 by Lisa M. Masiello
The mention of specific companies in this document in no way represents an endorsement of their products or services.
These companies are included only as examples of companies who provide the products/services discussed.