Why Participate In A Trade Show At All?
Trade shows are an excellent opportunity for your business to
get concentrated exposure in front of a targeted audience.
Asking the right questions about the trade show to make sure
the event is a good fit for you and your company, the
appearance of your trade show display, and how you decide to
set up your space will all determine whether the trade show is
a wise investment for you.
If your company or organization is only half-heartedly
considering participation in a trade show you've heard about or
attended once or twice, forget it. Participating in a trade show
and getting positive results from it require passion, which can
be bought at the price of proper preparation.
If you're contemplating participation in a trade show and you
just don't know if you want to spend the money, forget it. You
can't afford to be there with that kind of attitude. Your
decision to participate in the trade show is going to be
reasoned by talking to the Trade Show sponsor/manager and this
requires taking initiative and asking intelligent questions.
Here are a few questions to ask the Show manager/sponsor:
1) As a first-time participant do I have to be assigned a space
in the far back of the exhibit hall OR can I get a more
advantageous space near one of the entrances? Location is
everything, so try and get the best space possible for your
trade show exhibit. Some of the bigger shows place the
first-time participants anywhere they can. Ask for a space near
the front at the entrance(s) and if declined, then ask to be
placed on an aisle that is adjacent (or in close proximity) to
your competition. But, if all else fails, don't be discouraged
- take the space offered and (if it's a good show) bargain
intensely for a better (or the best) space next year.
2) If I'm assigned the far back space this first time can I get
a better position next year? Participants who have attended the
show in the past may get more prominent placement than you -
but that doesn't mean you can't think forward for next year.
3) Do you (show manager) compute the space based on the
industry standard of 10' in width and 8' in depth, OR do you
follow a different standard? If they respond that they don't
follow the industry standard, INSIST that they do. Ten feet is
ten feet - you can only see one or two persons in your space at
one time. If you can afford to participate in the trade show,
consider a 20' space. You have much more room to display your
products and services and discuss the wants, needs and desires
of more than one prospect or suspect at a time. Think about it.
4) What services do you offer? The bigger shows will allow you
to send your display ahead of time and will store it for you
until you retrieve it at the appointed hour to install it. The
bigger shows will also have a full-time person assigned to
attend to the thousands of details that crop up at the last
minute. If the show manager is paying attention, they'll treat
you like gold. If they don't, you can place their lack of
customer service in your memory bank for the decision next year
- if that's important to you.
If you decide to attend the trade show AND participate then you
better be prepared. Here are some helpful suggestions.
1) Pick the shows that offer maximum exposure to your target
market(s). You'll recognize these because your prime
competition will already be signed up and has probably been
attending for many years.
2) Carefully choose the individuals who will 'man the space.'
You need people there who can best answer the anticipated
questions your customers, prospects and suspects will ask (this
may or MAY NOT be your best sales persons). Think about it.
3) Consider featuring products and/or services that can meet
the expectations of your most demanding customers. Keep in mind
these products MAY NOT be the latest and greatest products
and/or services your organization has to offer. You can't
overlook the 'latest and greatest' but the 'old stand by'
products and services may be just what someone who knows little
or nothing about your company is looking for. Think about it.
4) Consider the back drop or trade show display that will
present your company or organization in the best light. Duh.
But you've seen a ton of displays that are so cluttered and
unprofessional you wonder why anyone in his or her right mind
would stop at the space at all. If your organization screams
"custom" then by all means go there and produce the best
possible custom booth you can afford. If, however, your
organization wants a high degree of portability and "no union
labor" to install or dismantle your trade show display, then
consider a pop-up with the best graphics package you can
afford. This alternative can be as much as 75% less expensive
than a custom display.
5) Finally, select graphics that will be so compelling,
long-time customers as well as first-time prospects and
suspects will be driven to see what you have to offer. For all
the helpful tips you need to know to design your graphics OR
for a free consultation regarding the design, visit
http://www.showstopperexhibits.com or call (888) 547-0377 and
ask for Jim Deady (Day-de).
About The Author: Jim Deady is a seasoned ad guy who has run
his own advertising agency for 33 years. But when it came time
to retire, he couldn't quite do it. So he took his agency
online, specializing in http://www.showstopperexhibits.com/
get concentrated exposure in front of a targeted audience.
Asking the right questions about the trade show to make sure
the event is a good fit for you and your company, the
appearance of your trade show display, and how you decide to
set up your space will all determine whether the trade show is
a wise investment for you.
If your company or organization is only half-heartedly
considering participation in a trade show you've heard about or
attended once or twice, forget it. Participating in a trade show
and getting positive results from it require passion, which can
be bought at the price of proper preparation.
If you're contemplating participation in a trade show and you
just don't know if you want to spend the money, forget it. You
can't afford to be there with that kind of attitude. Your
decision to participate in the trade show is going to be
reasoned by talking to the Trade Show sponsor/manager and this
requires taking initiative and asking intelligent questions.
Here are a few questions to ask the Show manager/sponsor:
1) As a first-time participant do I have to be assigned a space
in the far back of the exhibit hall OR can I get a more
advantageous space near one of the entrances? Location is
everything, so try and get the best space possible for your
trade show exhibit. Some of the bigger shows place the
first-time participants anywhere they can. Ask for a space near
the front at the entrance(s) and if declined, then ask to be
placed on an aisle that is adjacent (or in close proximity) to
your competition. But, if all else fails, don't be discouraged
- take the space offered and (if it's a good show) bargain
intensely for a better (or the best) space next year.
2) If I'm assigned the far back space this first time can I get
a better position next year? Participants who have attended the
show in the past may get more prominent placement than you -
but that doesn't mean you can't think forward for next year.
3) Do you (show manager) compute the space based on the
industry standard of 10' in width and 8' in depth, OR do you
follow a different standard? If they respond that they don't
follow the industry standard, INSIST that they do. Ten feet is
ten feet - you can only see one or two persons in your space at
one time. If you can afford to participate in the trade show,
consider a 20' space. You have much more room to display your
products and services and discuss the wants, needs and desires
of more than one prospect or suspect at a time. Think about it.
4) What services do you offer? The bigger shows will allow you
to send your display ahead of time and will store it for you
until you retrieve it at the appointed hour to install it. The
bigger shows will also have a full-time person assigned to
attend to the thousands of details that crop up at the last
minute. If the show manager is paying attention, they'll treat
you like gold. If they don't, you can place their lack of
customer service in your memory bank for the decision next year
- if that's important to you.
If you decide to attend the trade show AND participate then you
better be prepared. Here are some helpful suggestions.
1) Pick the shows that offer maximum exposure to your target
market(s). You'll recognize these because your prime
competition will already be signed up and has probably been
attending for many years.
2) Carefully choose the individuals who will 'man the space.'
You need people there who can best answer the anticipated
questions your customers, prospects and suspects will ask (this
may or MAY NOT be your best sales persons). Think about it.
3) Consider featuring products and/or services that can meet
the expectations of your most demanding customers. Keep in mind
these products MAY NOT be the latest and greatest products
and/or services your organization has to offer. You can't
overlook the 'latest and greatest' but the 'old stand by'
products and services may be just what someone who knows little
or nothing about your company is looking for. Think about it.
4) Consider the back drop or trade show display that will
present your company or organization in the best light. Duh.
But you've seen a ton of displays that are so cluttered and
unprofessional you wonder why anyone in his or her right mind
would stop at the space at all. If your organization screams
"custom" then by all means go there and produce the best
possible custom booth you can afford. If, however, your
organization wants a high degree of portability and "no union
labor" to install or dismantle your trade show display, then
consider a pop-up with the best graphics package you can
afford. This alternative can be as much as 75% less expensive
than a custom display.
5) Finally, select graphics that will be so compelling,
long-time customers as well as first-time prospects and
suspects will be driven to see what you have to offer. For all
the helpful tips you need to know to design your graphics OR
for a free consultation regarding the design, visit
http://www.showstopperexhibits.com or call (888) 547-0377 and
ask for Jim Deady (Day-de).
About The Author: Jim Deady is a seasoned ad guy who has run
his own advertising agency for 33 years. But when it came time
to retire, he couldn't quite do it. So he took his agency
online, specializing in http://www.showstopperexhibits.com/
posted by Peter Smith at 11:26 AM
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