| Whether you are a seasoned trade show exhibitor or | | | | pre-mailers and email alerts, you can build on-site traffic |
| a neophyte, whether you know the basic trade show | | | | to your trade show booth with a dramatic, |
| exhibit rules by heart or are learning them for the first | | | | attention-getting hanging sign. Upon entering the trade |
| time, by following four essential trade show display | | | | show exhibit hall the first thing trade show attendees |
| fundamentals you will be better able to make your | | | | do is look up -Your overhead sign can be a beacon |
| trade show exhibit experience a success. | | | | with its unique design, shape and movement. Gobo |
| The steps are logical and they work. If you follow the | | | | lights traveling across a tension fabric can provide |
| guidelines you will succeed at your next trade show | | | | changing color and mesmerizing interest. New |
| whether you select a custom trade show exhibit, a | | | | technologies bring high drama to your trade show |
| custom modular trade show display, or a trade show | | | | booth such as 3D video/laser image displays |
| booth rental. Here they are: | | | | suspended above, your own interactive Website on |
| Trade Show Rule Number 1. Know why you are | | | | large screen, robotics, holographics, and waterscreen |
| exhibiting at a trade show | | | | projections. Take advantage of your trade show |
| Ask the question --is your trade show display the | | | | exhibit supplier's expertise on graphics, portability and |
| launch site of your most significantnew product or | | | | cost management. Use tension fabrics, woods, colored |
| business service? Do you have a cutting edge industry | | | | metal, layered graphics that use fewer shipping |
| breakthrough? Do you need to herald a major change | | | | containers, have a current design trend look, and save |
| in strategy for your company due to a merger or | | | | on operating costs. |
| acquisition? Or do you merely want to make sure that | | | | Trade Show Rule Number 4. Know first how to qualify |
| your company is noticed and included in your industry's | | | | leads and then how to follow up on your qualified leads |
| key networking trade show so as not to be left out of | | | | for maximum ROI. |
| the competition? | | | | Make sure your trade show booth staff is well trained |
| Once you are clear on why you are exhibiting and | | | | in how to accurately qualify and measure the return on |
| what your trade show objectives are, make sure your | | | | your trade show exhibit investment. Take advantage |
| trade show exhibit reinforces your overall marketing | | | | of software packages that allow you to identify a half |
| objectives. Set goals that are attainable, share them | | | | dozen weighted multiple choice questions in advance |
| with your trade show exhibit team, and set up | | | | that will determine how viable a client prospect is. You |
| systems to measure your results and validate your | | | | need to identify buyers, filter out those who are not |
| objectives. | | | | qualified, and measure results. Rank your prospects as |
| Trade Show Rule Number 2. Know who your | | | | highly qualified, somewhat qualified, or poorly qualified |
| audience is at the trade show. | | | | prospect. Have your sales force follow up on highly |
| Enlist informed trade show exhibit staff that is | | | | qualified leads immediately. Measure the results of |
| competent and able to connect with and educate your | | | | these leads in stages from the number and dollar |
| trade show booth customer prospects. Make sure you | | | | amount of proposals made to monies received from |
| have your most qualified trade show exhibit team | | | | actual sales. After the trade show is over, be sure to |
| available to meet with key prospects. At the trade | | | | follow up immediately on your top level prospects. |
| show booth, give an informative presentation that will | | | | Then, once your highly qualified prospects are |
| then lead your prospects to the appropriate company | | | | contacted, go on to the next level prospects. Have in |
| spokesperson for additional information. Match up your | | | | place a well-planned strategy to close sales with these |
| representatives well with the positions of those who | | | | prospects. |
| visit your trade show display. For example, if engineers | | | | Remember, if you stay focused and follow the rules, |
| visit your booth engage them with your engineer | | | | your trade show display experience will succeed at |
| personnel. Also, prepare your trade show exhibit staff | | | | what it is you have set out to do. By having a highly |
| on how to engage, identify and qualify important trade | | | | organized trade show exhibit experience, you will be |
| show leads and how to courteously dismiss those | | | | grateful that you had your plan in place. This is true |
| who are not qualified business prospects. | | | | wherever you exhibit-be it the McCormick Convention |
| Trade Show Rule Number 3. Know how to attract | | | | Center in Chicago, the Kaiser Convention Center in |
| key prospects to your trade show booth. | | | | Oakland, the Moscone Center in San Francisco, the |
| There are many good ways to attract trade show | | | | Santa Clara Convention Center or the San Jose |
| attendees to your trade show display. In addition to | | | | McEnery Convention Center. |