Getting Ready for a Trade Show
You have made your investment in a booth; have decided
how your booth sign will look, and what your "tag line" will
say. The application to be an exhibitor had been reviewed
and completed, and you have submitted this information
along with your check for your booth space. You are now
ready to exhibit at one of the major shows in your industry.
Or are you?
The above takes place almost every day all over the country if not the world. But the experienced trade show exhibitor knows that there is more to a trade show beside a sign or graphics, a tag line and a booth.
The following are a few of the tasks that should be
considered when you exhibit at a trade show.
- Invitations: Have you contacted your clients to invite
them to this show? What about your list of present
prospects and suspects? You should plan to send e-mails
blasts, snail mail and make telephone contact with clients
and prospects that you would like to invite, to have them
stop by your booth. Many people do not attend trade
shows because they are not invited.
- Letters & E-mails: Develop letters and e-mails that
can be sent to your clients, prospects and suspects both
pre show and post show.
- Show Theme: A trade show should be an experience.
It should reflect a positive attitude about your company,
products, people, and what to the future holds for your
- Company Booth Script: Everyone representing your
company, and standing booth duty should be telling
the same story about your company, products, delivery,
pricing and service.
- Literature & Handouts: 72% of the literature collected at trade shows is thrown away before the attendee leaves to go home. If you want to hand out literature make it inexpensive, general and include something that the attendee can use while at the trade show.
- Opening Active Question: An opening active question cannot be answered with a yes or a no, and should cause the prospect to stop in order to respond and hopefully ask more questions.
- Qualification Form: You need more information than
the attendee's name, title, company, and telephone
number to determine if this person is a worthwhile
- Elevator Statement: Your elevator statement should
be general enough to give a good understanding to the
listener as to what your company does and the products
and services offered.
- Booth Etiquette: Be prepared to do business. Treat your
booth as you would your home. Make the space inviting,
and your introduction pleasing.
- Client Profile: The profile of your client determines where your focus will be and how you should proceed.
- Set Goals & Objectives: If you do not set any goals or objectives for your company at the trade show, you are just an attendee not an exhibitor.
Trade shows are growing at a rate of 7% to 10%
a year. A company should include trade shows as part, if not the main focus, of their marketing program. If planned correctly, trade shows can be the most cost effective and expeditious way to generate qualified sales opportunities.