There is so much to do before stepping out on the show floor. Once you find an appropriate show to exhibit at, the fun really begins!
PRE-SHOW MARKETING
- Research shows in your industry. There are many free sites available to do this. We offer two sites on our e-calendar at the bottom of the page to help exhibitors research shows by region, industry, date. http://www.exhib-it.com/pages/calendar.html
- Research Exhibitors from past shows. Call a few of the listed exhibitors from the past and ask them their opinion of the show in past years to get the inside perspective.
- Ask Show Management. Be sure to not only ask Show Management for the stats from the prior show but ask for the REAL Show Audit from a third party source for attendance numbers.
- Read the show rules and regulations completely- By being familiar with guidelines, it helps keep you from violating show rules with deadlines set in place. This is especially true for pre show warehouses, ordering electrical or other services; you can save yourself money by meeting those deadlines. Fees
tend to skyrocket for late orders. - Define Show Objectives: Determine how trade shows can strengthen your present marketing strategy. Do you want to:
- Increase existing products/services in existing markets?
- Introduce new products/services into existing markets?
- Introduce existing products/services into new markets?
- Introduce new products/services into new markets?
- The exhibition space;
- The display (estimate 60% for structure and accessories and 40% for graphics); \
- Show services including shipping, set-up and dismantling and utilities;
- Transportation;
- Pre-show, at-show and post-show advertising;
- Promotions and special events;
- Personnel expenses including travel, accommodation, daily expenses and time value.
- Rent or Purchase- Talk with an exhibit company to see which option will best fit your needs. You no longer have to sacrifice quality or appearance when renting a trade show display.
- Who will set up the display? If your display will require labor to set it up, be sure to order it early.
- Keep it simple- Brochures, flyers and other hand outs will contain the bulk of information about your company. Keep the text to a minimum on your display graphics.
- Make your display multi-functional- Add technology or meeting spaces to your booth to encourage relationship building with booth staffers.
- Less is More- Current trade show display designs are minimal and feature lots of fabric and large impact graphics.
- Think outside the box- How can you use your display to draw attention to your company at the show?
- Establish a Realistic Budget. There are many different expenses involved in exhibiting. When putting your budget together, consider the following:
- Marketing- Don’t leave show marketing up to the show managers. Yes, its important to exhibit in shows that you know is well marketed but it is equally important to do your own marketing. Ways you can do pre-show marketing:
- Social Media
- Live Blogging
- You Tube
- Send out invitations with an offer.
- Direct Mail Campaign- Still a great way to reach targeted prospects, rather than sending a postcard or letter send a gift, preferably something in a box or odd shaped package. Consider your industry and think outside the box so you get the attention of your prospects.
- Display Selection- Think of your trade show display as a mobile office. This is the first impression of your company that many people will see. When designing your display, keep the following in mind:
- Pre-show Briefing. Put together the show plan for the entire staff to be in the know for:
- Show description
- Quantified exhibiting objectives
- Booth overview
- Booth staff schedule
- Understand staff’s strengths
- Lead generation guidelines
