I apologize for the long delay between posts. I have been busy with a few things. I need to put this blog on priority. I hope that I can keep this blog as a regular task for myself.

This part 2 of the last series of Trade Shows - Exhibiting at a Trade Show - Part 2, The Event. I will discuss some tips I have found in Exhibiting at a Trade show. I have had experience exhibiting trade shows in Los Angeles, Chicago, Atlantic City, San Diego, Las Vegas, Toronto, Orlando, Taipei, and Hong Kong. I have exhibited Educational Services, Pet Products, Computer Products, Housewares, Vision Care, and Kitchen & Bathroom Products.


At the Event
A. Manning the Booth
Make sure that you have enough people to properly man the booth. This means that you should have at least two people at all times for a 10x10 booth. Then for a larger booth, you might want to go up with the same ratio - 2:10, 4:20, etc. As a rule of thumb, it is always better to be better prepared than under-prepared. Obviously booth babes don't hurt to help either. If you are choosing to hiring booth babes on a temporary basis - which you can find almost anywhere, make sure you train them properly. Perhaps this can lead to a hire of a sale rep.

B. Offer Giveaways or contest
Another key task that I like when I have a booth is offering giveaways. If you can spend for few cents per item - such as a pen, small sticker, magnet, etc, this can help create the first step in interacting with potential clients. I like to be pro-active in going out to meet people. Sometimes you see booth with people waiting for people to come up to them. But if you are a new and up & coming company with a great product/service - this method can help greatly. By having a couple of people at the front of the booth just hand out these pens or magnets, you get people to say thank you and more often than not, they will ask more about you and your company. These are what you call hooks. And that's your opening! If you can purchase 10,000 logo'd pens, you can find this use to help in gaining the first step.

In addition, contests and drawings also help in building you list of potential customers as well. If you can collect business cards and can scan people in, you can see you list quickly grow. In this manner, you can have you people just talk to passerbys and offer them to enter in a free contest givaway/drawing.

C. Ready to do purchase orders
Offer trade show specials. Offer incentives if they place the order now or within 1 week of the trade show. Make sure when you are at the show that you are willing and able to take new orders. Even if you don't have credit checks in hand for new clients, at least they can fill out orders and fill out other necessary documents when they return home. Make sure you have plenty of your forms, catalogs, line sheets, credit application handy when you are at the trade show.

D. Joint Efforts and Marketing
Consider working with complimentary products and services in your industry. Look for exchange marketing. Perhaps you could put some of your brochures at their booth or during their seminar and vice versa. Maybe one of your staff could be at their events to talk about integrating their products and services together.

Long term deals could include packaging your products/services together. And at the end of the day, this type of agreement or joint effort is something larger than just putting brochures at another's booth.

E. Walk Throughs
You should, personally, walk through the entire trade show, at least once. You and your staff can get ideas about booth design, what to do next year, and how to improve your own message/marketing. In addition, you can also gauge your competition.

Attend seminars in your industry, competitors, and of potential clients/partners.

F. Next Year's Space
Arrangements for next year's trade show should be made at this years. Persuade them to get better booth locations by purchasing advertising and other marketing that they offer. Maybe getting a larger booth space will help in getting better positions on the trade show floor. Trade shows are all about location, location, and location. Secure spots strategically near high traffic areas.

G. Dismantle Arrangements
Often times at these large trade show venues you'll be forced to work with Unions in dismantling your trade show booths. Talk to them early to get them to dismantling your booth carefully. You might have sensitive material and or important images & marketing materials that need careful handling. Tip them in hopes that they will take special care.

Attending a Trade Show - Part 1, Preparation
Attending a Trade Show - Part 2, The Event
Attending a Trade Show - Part 3, Follow Up

Exhibiting at a Trade Show - Part 1, Preparation
Exhibiting at a Trade Show - Part 2, The Event
Exhibiting at a Trade Show - Part 3, Follow Up