Successful Trade-Showing 101

Yes, it’s here again: the busy, profitable Trade Show Season. Are you ready?

Pull up a chair, enjoy an iced coffee, and let’s talk about how to effectively make the trade show work for you.

Why a trade show? Trade shows enhance your image and put your name out into the playing field. They offer a brief, organized period of intense connecting with potential customers. It’s also a vital time to build current customer relationships. Networking and connecting are keywords. A dynamic exhibit cements your presence into the minds of your customers, competition and suppliers.

But, how do you do it effectively? Attentive, strategic trade show planning saves you time and money.

From the beginning, you need to have The Big Picture in mind: How does this trade show fit into my business plan, my overall sales and my marketing strategy?

After you figured out how the trade shows fit into The Big Picture: Plan, plan, and plan. Your planning needs to incorporate everything from the design of your booth, materials offered, and organizing the practical logistics. Keep in mind the demographics, your target audience, and your motivation behind the trade show while planning.

The day arrives of your trade show. You’re there, ready to make the most of the day. Here are tips to make it the most successful trade show ever:

• 1. Be right there at your booth. If you keep walking away from it, you give the impression that what you have to offer isn’t very interesting or worthwhile. Treat your booth like it’s the candyland of all exhibits. Your enthusiasm will catch and ignite throughout the tradeshow, creating a buzzing crowd around your exhibit.
• 2. Show hospitality during the show. Be there for the people. Don’t sit down and look bored, waiting to be approached. Be out front, talking, visiting. This is your opportunity to shine. (The human touch, remember?)
• 3. It’s true: First impressions count. The visual impact of your exhibit must arrest people’s attention and make a healthy, memorable impression. Graphics and signage are a must. Table-top displays, panel displays and pop-up displays bring in people. Banners are often used. And, remember, never run out of literature!
• 4. Take notes about the people you meet. You will have dozens of conversations and may forget their names and information. One good method is to jot down their information on the back of their business card. It’s crucial to have fast follow-up with these people. Your deadline to make these contacts into warm prospects and hot leads is 72 hours.

Trade shows are worth all the planning and organizing. You establish a presence in the marketplace, define your image, and network with many people. It’s an exciting time for you to both personally meet many people and to  also get a better feel of what’s going on in your special market niche.  Trade shows are a win-win situation.

We’ll see you at the trade show!

Click to download a PDF of a Trade Show Check List. It’s a handy, organized way to make sure you are getting the most your trade show experience.

About Lauren

Lauren Mong is a writer for Rosewood. She lives in Ephrata, Pennsylvania. Exploring the world, little kids, hospitality, people, and charity work energize her. Lauren loves the challenge of creating something out of nothing, whether it's an article, a copywriting project--or supper.

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