Trade Shows are a big investment in terms of your time and money… You better get it right!

• Set clear goals of what you should achieve at the Trade Show.

Sell products to end customers (like in a Home & Garden show)? Find new, qualified leads? Launch a new product to existing clients?

• Know your booth.

What’s the exact location? who is exhibiting next to you? Where is the food, the bathrooms, the exit? How big is your space? Do you need an electrical outlet or WiFi?

• Advertise to your existing & potential clients that you will be exhibiting at the show.

Send them complimentary entry tickets or lure them by your booth with a raffle for free gift cards or merchandise.

• Design your trade show display.

Attendees will have as much as 3 seconds to look at your display and realize what you do. Therefore, I strongly suggest having your logo and a good, descriptive tagline followed by photos.

In the case of a back wall, less is more: less text and more photos allow your audience to focus on your booth more.

• Give Aways.

Give out only things that will bring QUALIFIED leads to your booth. In other words, do not spend the time and money on giving our promotional items that will not bring you, potential clients.

• Marketing Collateral.

Make sure you have plenty of business cards and flyers to give to everyone that comes by the booth. Once you have a conversation with them and you think they could be a potential client, then give them a more sophisticated brochure or folder with your company literature.

• Etiquette.

Sorry honey, but exhibitors do not sit down. During a trade show, you better be on your feet welcoming people into your booth. Anticipate questions you may get from visitors and know the answers. Always greet visitors into your booth with a smile.

Do not eat at your booth, but do offer bottled water and coffee, if available, to the show attendees.

• Have Samples.

Have samples of your products, testimonials of your existing clients, data sheets on what you produce or sell. You must be able to demonstrate what your company does.

• Gather Contact Information.

Have a fishbowl ready to collect business cards from the people who visit your booth. If possible, write their interests on the back of their card so you remember how to follow up with each person.

Put together a contact database as soon as you get back to the office and send a Thank you note to all people who stopped by your booth.

• Golden Rule:

Follow Up, Follow Up, Follow Up!