Trade Show Success: Part One

It’s Showtime, and getting the most out of your trade show investment involves a lot more than just showing up with a booth. Attending a trade show can be quite expensive; not just in the out-of-pocket expenses, but also in time away from the office. The good news is that with a little planning, having a great show can be as easy as 1 – 2 – 3! Here's Part One.

Before the Show
1. File contracts and make travel plans early for maximum savings - Your show package will list available show properties that offer special discounts and amenities. There is usually an official show travel agency that can help with booking flights or ground transportation. Like any business travel, though, the longer you wait, the higher the premium you're likely to pay.

2. Plan a pre-show mailing to customers and pre-registered guests to drive traffic to your booth - Trade show coordinators love to have you help drive traffic to their event. Often, you can obtain a list of last year's registered attendees at no cost. Merge and purge with your own in-house database to get the broadest coverage possible. Don't rely on others to make sure you have a great show.

3. Budget advertising that will promote your attendance and show specials in appropriate trade publications - Even though you may not have a large advertising budget, there are lots of opportunities around shows. Look for things like New Product Showcases, door hanger programs where you can add your literature of ad specialty, on-site banners, literature racks. You may even consider hiring someone to walk the aisles and pass out literature for you. Think out-of-the-booth!

4. Find out if there is a pressroom available and make up some PR kits - These don't have to be fancy, just provide legitimate newsworthy information about new products, employee promotions, awards, hiring decisions, and don't forget to offer details on your show specials.

5. Get advance shipping destination/dates for booth and samples - This information will be found in your show packet, and adhering to deadlines can save you a small fortune in freight.

6. Make sure your booth operates as it should and looks its best - You don't want to find out that parts are missing or in poor repair after you've arrived.

7. Set specific goals so you can measure your success - Is success measured in dollars, number of leads, number of orders, or by some other metric? What ever your standards, know what constitutes a successful show before you step out of the office.

Starting out with a solid foundation will save time, money and aggravation, and prepare you to get the most for your trade show investment.

Need help coordinating a US trade show? Contact us. We want you to succeed.