Trade show participation and positive results require passion and passion can be bought at the price of proper preparation. If you’re contemplating participating in a trade show and you just don’t know if you want to spend the money; forget it. You can’t afford to be there with that attitude. Your decision is going to be reasoned by talking to the Trade Show sponsor/manager and this takes initiative and asking intelligent questions. |
Here are a few poignant questions to ask the Show manager/sponsor:
1)As a first-time participant do I have to be assigned a space in the far back of the exhibit hall OR can I get a more advantageous space near one of the entrances? 2) If I’m assigned that far back space this first time can I get a better position next year? 3) Do they (show manager) compute the space base on the industry standard of 10’ in width and 8’ in depth? OR is it something else? If it is something else; INSIST on the industry standard. NOTE: Ten feet is ten feet; you can only see one or two persons in your space at one time. If you can afford to participate in this trade show; consider a 20’ space. You have much more room to display your products and services and you AND your staff has the space to discuss the wants, needs and desires of more than one prospect or suspect at a time. [Think about it] 4) What services do they offer? The bigger shows will allow you to send your display ahead of time and will store it for you until you retrieve it at the appointed hour to install it. The bigger shows will have a full-time person assigned to attend the thousand details that crop up at the last minute. If the show manager is paying attention; they’ll treat you like gold if not; you can place their service in your memory bank for the decision next year, if that’s important to you.
BUT if you decide to attend the trade show AND participate then you better be prepared and here are some helpful suggestions:
1) Pick the shows that offer maximum exposure to your target market(s). You’ll recognize these because your prime competition will already be signed up and has probably been attending for many years. 2) Choose the individuals to ‘man the space’ that can best answer the anticipated questions your customers, prospects and suspects will ask. [This MAY NOT be your best sales persons.] Think about it. [Maybe your customer service reps?] 3) Consider featuring the products and/or services that will meet the expectations of your most demanding customers. [These may or MAY NOT be the latest and greatest product and/or services your organization has to offer] You can NEVER overlook the ‘latest and greatest’ but the ‘old stand by’ products and services may be just what someone who knows little or nothing about your company is looking for. Think about it. [Will you have the complete catalog available to discuss the prospects or suspect’s specific need, whether it be your latest or greatest OR the products that made your company what it is today?] 4) Consider the back drop or display that will present your company or organization in its best light. Sure, this is a blinding glimpse of the obvious; but you’ve seen a ton of displays that are so unprofessional and cluttered; you wonder why anyone in his or her right mind would stop at the space at all. If your organization screams ‘Custom’ then by all mean go there and produce the best possible ‘custom’ booth you can afford. If, however, your organization wants a high degree of portability and ‘no union labor’ to install or dismantle then consider a Pop-Up with the best graphics package you can afford.
This alternative can be as much as 75% less expensive than a Custom display.
5) Finally, select the graphics that will be so compelling, long-time customers as well as first-time prospects and suspects will be driven to see what you have to offer. For all the helpful tips you need to know to design your graphics OR for a free consultation regarding the design, visit www.showstopperexhibits.com or call (888) 440-0377 and ask for Jim Deady (Day-de).
For more information about Trade Show Booths and Trade Show Displays please visit: http://www.showstopperexhibits.com/
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