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