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