Trade Show Tips for Successful Exhibiting

Before you head out the door and hop on the plane or jump in your car to your next trade show, make sure you're prepared!  Below are some tips and tricks I've learned throughout my marketing career.  They've certainly helped prevent many catastrophes!

COMPILE A SURVIVAL KIT:
Pens
Markers
Highlighters
Notebook
Scissors
Packing tape
Scotch tape
Velcro strips
Binding clips
Snacks
Cash for vending machines
Extra business cards, brochures, etc . . .
Pain medication
Antacid
Lots of patience!

MORE TIPS:
If you have a list of the show's attendees, send them an invitation with an incentive to stop by your booth.  For instance, if they print out the invitation and bring it with them, you can offer a small prize or extra time to play a game.  They'll remember the invitation and they'll be thinking about stopping by your booth to get your special offer.  It's a great "first touch."

Label your boxes with your company name, box #, booth assignment, show name, show address, and YOUR phone number.  For instance:

Adams Marketing - Box 1 of 5
Booth #46
TOAL Show
123 Anystreet
Anytown, CA 92126
972-555-1234

Flying back home?  Make sure you bring return shipping labels for the boxes that will be going back with you.

If you need electricity or Internet, take care of the payment prior to the show!  I can't tell you how many people were unprepared and surprised by the extra charges when they checked in.


Wear comfortable shoes!  You're going to be doing a lot more standing than sitting!  Some exhibitors even give out padded shoe inserts.  Sure you want to make a good impression, but when you're faced with a long day of meeting leads, comfort takes precedence over fashion.

The venue that held the TOAL Show did not have, nor did they offer, carpet and padding.  After 5 hours of standing, my back was aching.  If possible, bring your own padded carpet, even if it's just a small rug.  Your back will thank you for it.

I usually bring snacks with me, but I thought there would be a buffet at the venue.  Turns out that it was a buffet of just sweets - cookies, ice cream, and brownies!  And I got food poisoning!  Moral of the story: bring your own snacks.  Even if there is a great assortment of food, you may not be able to break away from the booth to eat a good meal.

REMEMBER TO . . .
Come prepared . . . don't wait until the last minute to set-up your booth . . . and RELAX!  When you're relaxed, you smile more and that's a great first impression when you're trying to attract leads into your booth. 

Make sure your booth staff is properly trained with a 30-second pitch.  Each of them should be able to talk to your potential customers about your company's products and/or services.  Look your visitors in the eyes, welcome them by their first name, and give a hearty handshake.  Use the back of their business cards to take great notes - when you follow-up with them after the show, they'll appreciate your attention to detail. 

If your conversation with your co-worker can wait, let it wait.  One thing I hate is seeing a booth fully staffed with people talking amongst themselves and noone greeting attendees as they walk by . . . and the attendees keep walking by! 

Walk the show floor to see who the other exhibitors are and what their booths look like.  You want to know your competition and how you stack up against them.

AFTER THE SHOW
Upload your leads into your CRM as soon as possible and follow-up with them within two weeks.  If the show was big and lasted several days, allow up to two weeks for the attendees to settle back into the office before calling or emailing them.  Chances are, they've got tons of work to catch up on and they'll appreciate your consideration.

Hold a post-show meeting with your booth staff and coordinators within a week after the show. Talk about what worked, what didn't work, and what you'd do differently. Do you want to go bigger next year or scale down?


Keep track of the solid leads you've received as a result of the show.  Look over your total show expenses.  Was it worth it?  If you said "yes," you should be thinking about participating in the show again next year.