 Marketing
Best Practices
Setting the Stage
(At Your Next Trade Show)
By Dale W.
Hutchings
Published: February / March 2008
Are you planning to go to one or more trade shows this
year? If so, and you go about it right, a trade show can
produce a windfall of new business opportunities. But
exhibiting at trade shows isn’t cheap. Therefore, it is
important to take steps prior to, and at the show, to
give you a better chance of trade show success. What are
some of these steps? Here are several smart things I
would recommend you do for any trade show. No
guarantees, but I’m willing to bet if you do all or most
of these things you will have a very good chance of
making your next trade show a truly worthwhile endeavor.
1. Do Your Homework Before You Commit To A Show. Not
every trade show, no matter what industry you may be in,
is going to be right for you. So do your homework in
selecting trade shows. Ask yourself: Is this show going
to attract my target audience on a scale that makes it
worth me participating? Is the show’s venue easily
accessible for those attending? Is there adequate
parking? Is there ready access to public transportation?
Is the show being promoted well? Have vendors who have
participated at this show in the past had good results?
Don’t be afraid to call previous vendors or ask these
questions of the show’s organizers before you sign on
the dotted line and commit.
2. Make Sure You Have A Professional-Looking Display.
Whatever you have to invest (and it doesn’t need to be a
lot of money), make sure you have a truly professional
display. There are many different companies that
specialize in creating trade show displays (that are
reasonably priced). Furthermore, they can design
something to meet your needs that will be quick and easy
to set up for exhibit purposes, while being simple to
transport.
3. Always Have Show & Tell. Make sure that whatever it
is you are trying to sell, you are able to demonstrate
it at the show and/or explain it quickly and concisely
to those attending. Plus, make sure you have enough
promotional literature on your product or service to
hand out to those visiting your booth. Again, like the
display, make sure the printed literature, CDs, DVDs, or
whatever you are handing out, has a professional look.
No faded photocopies, no handwritten corrections on
business cards, brochures and other materials, no
specialty items with old phone numbers and addresses;
you get the picture.
4. Do Plenty Of Pre-Show
Promotion. Let potential customers know well in advance
that you are going to be a show exhibitor. Help to
ensure the most traffic to your booth by sending out
mailings and announcements inviting customers and
prospects to stop by your booth. To further entice them
to visit, create incentives such as having a drawing for
the chance to win something of significance at the show,
informing them about a new product or service your
company will be introducing at the show, etc.
Other ways you can promote before the show would include
making note of your show participation on your Web site,
putting an insert announcement in with bills you send to
existing customers, or running ads in trade publications
and other appropriate advertising venues near the show
date.
5. Have A Giveaway Or Attention-Grabber, Better yet,
both. When you do a trade show you want as many people
as possible to visit your booth. Therefore, always have
a giveaway or a gimmick (attention-grabber). The
giveaway doesn’t have to be anything special, just
something to make people remember you. Think of
something people always need or use in their daily lives
that you can have imprinted with your company’s name,
phone number or Web site, such as note pads, pens, jar
openers, key chains, etc. Even something as simple as a
large bowl of bite-size chocolates can entice people to
your booth.
6. Keep Notes Throughout The Show. During the event you
will meet all kinds of people and get involved in all
kinds of conversations. To help you remember these
encounters, jot down notes on the back of their business
cards or on a notepad so you can follow up with these
people after the show. (And follow up as soon as
possible once your return home – don’t wait weeks or
months on these hot leads. By then they likely will be
one of your competitor’s customers.)
7. Train Those Working Your Booth. Be careful when
choosing people to staff your booth. Make sure they
understand the products or services you offer, that they
know how to deal with the public, and dress and conduct
themselves professionally. Remember those attending the
show likely will not know you or your company; hence,
your image is on the line.
Now go out and have a great trade show!
Dale W. Hutchings, APR,
specializes in “out of the box” marketing and has more
than 30 years of Public Relations, Marketing and
Advertising experience. Known for his outstanding
brainstorming ability, and excellence as a copywriter
and marketing consultant, Dale has had his own practice
since 2001. He can be reached at
hutch7@verizon.net,
www.dalewhutchings.com.
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