Come Into My Lair!

TRADE SHOW 101
by Karen Marino, VOLLMER Dallas

As you develop marketing plans for the coming year, remember that trade shows are a great way to reach client prospects, industry contacts and suppliers all under one roof – if strategically planned and implemented well. So, how do you get your monies’ worth? Here are a few guidelines:

Get started. First, you need a strategy for your trade show program. Start by asking yourself a few key questions. What do you want to accomplish? Who are you trying to reach? What action do you want your targets to take? How will you track leads / results? Once you’ve answered these questions you can develop an overall approach and select the industry shows and conferences that are right for your needs.

Book it and build it! The earlier you book your space the better. Many shows offer special “early bird” rates. You’ll also have a chance to choose from the best spots on the floor.

You’ll need a booth set up to display and demonstrate your product or service, meet with potential customers and showcase your brand. Your booth can be as simple as a 10’ X 10’ “pop-up” booth that costs anywhere from $500 to $5,000 or a spectacular set-up that can run into six figures. Determine your booth budget and go from there. Also, keep in mind how the booth can be transformed to fit other conference needs in the future. When choosing a company to construct your booth, review a portfolio of their previous work and be sure to ask for references.

Design to sell. Set up your booth in a way that’s easy to meet with prospects. First, you have to attract their attention. One VOLLMER client that was promoting “mini” labels displayed a Mini-Cooper in its booth and conducted a drawing to give the car away. You may not have the budget or space for such a prize, but you can come up with something just as creative. Try attracting attendees with an interactive element such as a hands-on demonstration or game.

Also, your booth should be set up for maximum traffic flow. Space out your furniture and displays so that attendees have access to all elements. If they can’t get in easily, they’ll just move on. Have a few chairs around a table where you can meet with serious prospects. It will keep you from being interrupted when you are in the middle of making a sale.

Kick the tires. When your booth is complete, schedule a date to view it completely set up and conduct a thorough inspection. This is the time to find errors and correct them. In a perfect world, this viewing should be at least three weeks before the show to allow for any necessary adjustments, packing and shipping to the show site.

Mind your messages. Think about what will happen in your booth. What will you say to prospects? What type of product literature will you give them? You should emphasize a few key messages again and again, whether it’s through simple conversation or printed materials. If needed, consider having those working the booth get advance training on how to best communicate what’s important and how to “ask for the sale.”

Get the right giveaways. Promotional products can enhance your trade show presence and help you stay top of mind with prospects long after the show is over. Consider pens, pads, koozies or flash drives – the choices are endless – but make sure such promotional items are tied in someway to the booth theme or to a company slogan.

Add the finishing touches. An important component of exhibiting at a trade show is what’s known as show services. Every show has an exhibition company that provides support such as booth installation / dismantling (usually you’re not allowed to do this yourself), draping / carpeting and access to Internet, phone and lead retrieval services. These items can quickly add up, so be sure to factor them into your overall budget. And make a point to learn and understand union rules in the state the show is in!

Ready – set – show! It’s show day. Your booth is set up and your sales force is ready to go. In addition to seeking out prospects, keep an eye out for reporters from industry publications. Offer your expert opinion on issues impacting the industry and you might gain valuable exposure in a post-show article. And if there is a press room onsite, be sure to place company materials there daily.

That’s a wrap. Your booth has been shipped back and the crowds are gone. Now it’s time to organize your leads and determine how you’ll follow up. Don’t delay. To get the best return on your trade show investment, you should connect with prospects while the show is still fresh in their minds.

VOLLMER has a creative services department that can help with every aspect of coordinating a trade show including concept development, booth and collateral design, staff training, media outreach and on-site assistance. Visit out website at www.vollmerpr.com.