NFIB

Get into Gear Months in Advance to Profit From a Trade Show
04/ 25/ 2003

by Jeffrey Moses

Many companies attending shows put quite a lot of time and expense into creating highly visible, interesting booths. These may include display towers and lecterns (sometimes elaborately designed and coordinated), creative signs, multi-media presentations, employees (or even hired models) in costume and free giveaways.

To compete with these without spending a fortune, itÆs important to start far enough in advance so your creativity can take up any slack in finances. Here are some of the best ways to create a successful booth on a budget.

1. Prepare your employees so that they know exactly what to say to attendees passing by.

Your staff should be like actors with a script, able to express the gist of the boothÆs presentation in one or two sentences when they begin a new conversation. Have numerous meetings with the employees who will be attending the show, focusing on the specific products/services that will be presented and defining the goals of the booth (immediate sales, making contacts for follow-up, etc.). Expensive signs and multi-media presentations wonÆt yield as much success as employees who are able to intelligently inform attendees about your companyÆs offerings.

2. Offer refreshments.

Because food courts are often in other areas of the building, attendees at a trade show always seem to gather at booths that offer food or drinks. These donÆt have to be expensive or elaborate. Juices or snacks such as cookies or brownies may be enough to attract a crowd, especially as the afternoon winds down and everyone starts getting hungry.

3. Create the seminar or workshop, and notify organizers well in advance so it will be included in the showÆs information package.

Hosting a seminar or workshop on a topic of interest to attendees can be a low-cost way to present yourself as an expert in your field--and help direct attendees to your booth.

4. Try to arrange booth location so that you can set up comfortable nearby seating for attendees.

Feet get sore walking around on concrete all day, and the chairs near your booth will be a welcome sight by the second day of the show.

5. About a month before the show, mail out invitations to all attendees.

Send out a flyer or postcard including information about your company, your booth number and an invitation to any special seminars or events youÆre hosting. The show organizers might be able to provide you a list of attendees. Sometimes, however, the organizers donÆt know whoÆs attending until the last minute. When this is the case, ask for a list of the previous yearÆs attendees. There may be a fee for the list, but it could be well worth the cost if it directs a high percentage of attendees to your booth.

6. At least two months in advance of the show, send press releases to all appropriate industry publications about your booth.

Since you can never be certain that magazines and journals will use your press releases, also consider taking out an advertisement inviting readers to your booth and/or any special presentations youÆre hosting. Ads can be expensive, but may be considered a necessary cost of attending a show.

Arrange with the organizers of the show to be included in all media coverage and informational packages about the show. Again, this may require paying a fee or taking out an ad, but attendees often read information packages carefully and will take note of your booth.

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