Trade Show Success – Plan, Plan, Plan

The assignment to plan and man a trade show booth might seem like a real chore, but the truth is, with a little planning, this assignment can be a wonderful opportunity. First, find out how much space you have and decide what kind of equipment you need. Several companies provide equipment to make the booth more professional, attractive and simple. For example, there are several styles of backboards. Your trade show booth can have a flat backdrop, a waved background or table top display boards. Making the trade show booth attractive will encourage more browsers to stop, the ultimate goal of the booth. One sure way to attract attention is to offer some sort of promotional item. If you hold a drawing for prizes, the information gathered can become a database of potential customers – a good way to increase your company’s profitability. One of the best things about a trade show is that people who are browsing are generally in the market for some specific products or services, but are also open to new products, services and ideas. The promotional giveaway items are one way to be sure the memory of your company stays with those potential customers, long after

the trade show ends. For example, pens or pencils, emblazoned with the company’s contact information, will be carried in purses and briefcases. Magnets will be adhered to refrigerators and desks. Probably the most important step to ensuring the trade show is a positive experience is practice. Set up the booth well ahead of time, keeping strictly to the booth size being allotted by the trade show. This will give you an opportunity to add or remove any particular pieces of equipment that just won’t work. Also, take an hour or more to actually “man” the booth, to ensure that the plan for handing out brochures, promotional items and taking customer information is truly a workable plan.