| According to a survey by market research firm | | | | booths can be obsolete because they are |
| Exhibit Surveys Inc., trade shows are | | | | expensive to handle due to heavy weight, |
| critical to marketing-oriented companies. | | | | require larger size and number of crates to |
| Trade shows attract decision-makers, | | | | ship, and they are not consistent with |
| influence purchasing decisions, provide a | | | | current design trends.Build Traffic by Being |
| point of contact for new customers, and make | | | | Creative- Start with a dramatic, |
| a lasting impression.Think of your trade show | | | | attention-getting hanging sign. Upon |
| display as the grand launch of your most | | | | entering the trade show exhibit hall the |
| valued | | | | first thing attendees do is look up -Your |
| | | | overhead sign should have a unique design, |
| new product or business service. Give | | | | shape and movement to it. Gobo lights |
| customer prospects your best look and greet | | | | traveling across a tension fabric can provide |
| them with your most competent sales | | | | changing color and mesmerizing interest. |
| staff.Here are the tips on how to succeed at | | | | New technologies bring high drama to your |
| your next trade show:Pick the Right Shows - | | | | booth such as 3D video/laser image displays |
| Select the trade shows that your targeted | | | | suspended above, your own interactive Website |
| market prospects and competitors attend. | | | | on large screen, robotics, holographics, |
| Check out trade show directories on the Web. | | | | waterscreen projections. Take advantage of |
| Get statistics for show attendance and a | | | | your trade show exhibit supplier's expertise |
| profile of attendees. Talk to former | | | | on graphics, portability and cost |
| exhibitors about their | | | | management.Recruit the Right Booth Staff - |
| | | | Although the sales function of your firm is |
| trade show experience at the shows you | | | | usually fundamental to trade show exhibit |
| select.Plan Ahead -Determine the space size | | | | booth staffing, you'll want to make sure that |
| and dimensions of your trade show booth. | | | | you have representatives who match up well |
| Reserve a good location early for your booth | | | | with the positions of those who visit your |
| by studying the floor plan. Avoid dead-end | | | | booth. |
| aisles, freight doors, poorly lit corners, | | | | |
| obtrusive columns. Attendees usually turn | | | | If engineers visit your booth engage them |
| right when they first enter the trade show | | | | with your engineer personnel. Also, make |
| exhibit hall and they look up so be sure to | | | | sure your staff knows how to engage, identify |
| make your booth visible with dramatic | | | | and qualify attendees as important leads, and |
| overhead signage. Once you nail down your | | | | dismiss those who are not key business |
| trade show booth number on the show | | | | prospects.Send Pre-Show Notices to Attendees |
| management map, be aware of any booth rules | | | | - Trade show exhibit surveys report that |
| and regulations that apply such as height | | | | three quarters of show attendees make out |
| limitations and any obstructions on show | | | | their schedule for exhibit visits and seminar |
| floor before planning your booth design.Allow | | | | attendance in advance. Set up meetings with |
| enough time to select, design and build a | | | | clients, prospects, and press ahead of time. |
| trade show display and take advantage of | | | | Contact them months ahead through direct |
| early show services discounts. You will be | | | | mail, email and personal phone calls. Give |
| able to avoid costly rush charges and you are | | | | them your trade show booth number and |
| better able to insure against glitches. | | | | location and have an incentive at your booth |
| Identify the date of the trade show and also | | | | that will be of value to them. Link your |
| the move in date for your trade show | | | | incentive to a direct prospect benefit and |
| display.Set Objectives For Lead Development - | | | | make it redeemable only by visiting your |
| Set trade show exhibit goals to reinforce | | | | trade show exhibit. One example is to cut a |
| your overall marketing objectives. Make sure | | | | numbered gift certificate in two and send |
| the goals are reasonable and attainable, | | | | half of it in advance and have the remaining |
| share them with your trade show exhibit team | | | | half available only at your booth.Understand |
| and set up systems to measure your results | | | | Show Services - You will need to have |
| and validate your objectives.Accurately | | | | supplemental assistance from show services at |
| qualify and measure your Return On | | | | the trade show exhibit hall. These are |
| Investment. There are software packages that | | | | representatives and union laborers who |
| allow you to identify a half dozen weighted | | | | provide a range of support services which |
| multiple choice questions in advance that | | | | include installation and dismantling, |
| will determine how viable a client prospect | | | | carpeting, furniture, lighting, phones, |
| is. You need to identify buyers, filter out | | | | drayage and security. If you are aware of |
| those who are not qualified, and measure | | | | the nuances of these services and plan in |
| results. Rank your prospects as " A" (highly | | | | advance you can save money while avoiding |
| qualified), " B" (somewhat qualified), or "C" | | | | numerous pitfalls.Control Costs - Consider |
| (poorly qualified) prospect. Have your sales | | | | weight when buying a trade show display. You |
| force follow up on "A" leads immediately. | | | | save substantially on trade show exhibits |
| Measure the results of these leads in stages | | | | using lightweight materials that reduce the |
| from the number and dollar amount of | | | | size and number of shipping crates.Follow Up |
| proposals made to monies received from actual | | | | Immediately -The hard work doesn't end when |
| sales.Build a Dramatic Display - Before | | | | the show closes - this is when you have to |
| deciding on what type of trade show booth you | | | | diligently follow up on all those sales |
| need, determine your space size requirements | | | | leads. It's best to respond to your top level |
| and determine the number of trade shows you | | | | " A" prospects immediately after the show. |
| will be exhibiting in the next 12 months. | | | | After the "A" prospects are all contacted, go |
| This information will help you decide whether | | | | on to the "B" level prospects. Be sure to |
| to buy vs. rent. If you buy, there are three | | | | have a well-planned strategy to close sales |
| categories of trade show booths: custom, | | | | with these prospects. Tradeshow industry |
| custom modular, and portable. Check out | | | | research shows that sales leads from a |
| advantages and disadvantages of each. Light | | | | tradeshow are closed in half the time and at |
| weight materials are less expensive to | | | | almost half the cost as leads from other |
| operate than the traditional all- wood | | | | sources.Dick Wheeler, is President of |
| displays. Use tension fabrics, woods, | | | | Professional Exhibits & Graphics, |
| colored metal, layered graphics that use | | | | headquartered in Sunnyvale, California. The |
| fewer shipping containers, have a current | | | | firm is a full-service premiere trade show |
| design trend look, and save on operating | | | | exhibit, graphics ,and management services |
| costs. Older traditional trade show exhibit | | | | company. |