Here is a check list to ensure you are ready for exhibiting at your next trade show:
1. PRE-SHOW RECOMMENDATIONS
Locate the best economical space on the exhibit floor, will it be near a high volume area with lots of well known companies to attract buyers? Ask the producers of the event as many questions as possible before you commit to the show. What kind of trade show displays will be around your space, will they block line-of-sight or have other restrictive items? Ensure your display has excellent lighting, not only in the booth but also project your brand name onto the ceiling or walk way (if allowed). One thing I noticed is that the majority of people entering a room/facility turn to the right in western nations and turn to the left in asian nations (has something to do with the way they read). Something to consider for perfect booth placement.
Get your travel agent to contact the show’s event planning department to ensure you get maximum discounts on airplane tickets, hotel rates and rental items like cars, vans and rental display items such as televisions, projectors, monitors, sound systems and models. There are always things that can be found at a reasonable price to make your trip more enjoyable.
Before you leave make sure you send out to the contacts you want to meet and do business with, some sort of promotional piece that will draw these people to your booth. A glossy brochure, catalogue, or just a quick email, will help attract customers. I recommend some sort of prize winning contest or draw to get those on-the-fence people who might not normally have time to visit your booth. Who doesn’t like to win something?
Invite clients and potential customers, and the media to drop by your booth. Ensure the booth # is clearly represented as are all the details of the event. You can also advertise in the trade show directory, in local papers that are distributed to the hotels involved with the event and on your website. Make sure you get your message out to everyone who may be interested.
By connecting and making appointments with your contacts prior to the show you reduce the amount of printed advertising, promotional material and other items that trade show attendees intended to read but usually toss in the garbage because they don’t want to carry a ton of stuff around the event floor or all they way back to their office in another city.
At the trade show keep promotional propaganda to a minimum. A two sided color page brochure with contact information and material on your product line should be enough. If anyone wants more information take their card and contact info and after the show forward exactly what they need.
2. EXHIBIT AND TEAM PRESENTATION
I highly recommend your staff wear attractive team gear that easily designates them as members of your company. If you have brands ensure that these logos are also on the clothing and caps they wear. Many times I have been looking at other booths, only to be asked where my booth is and about the products we are promoting because I was wearing a shirt with GALACTIC GLADIATORS or BRUCE LEE on it.
Be creative with your display walls by making sure your brands and company name are large enough to be read from twenty feet down the aisle. Add full color artwork on your display and show off your products every way you can. We gave away original framed line art at the end of a trade show - they were worth around $500 each and many people came to see if they won since you had to be there when the ticket was drawn. Even sold more products while people waited for the prizes.
We like to provide a musical background that attracts the walkers-by to stop and check us out. The driving beat and even noise of some sort makes people look and if they see something they like, they will come over and check your booth out.
The power of television is amazing. People love moving images and therefore you should add some form of visuals to your booth. One show I played Bruce Lee films (we produced the Bruce Lee board game) and I was surprised how often a person would stop and watch a bit, which would add curiousity to others who would stop and then a large gathering would happen. I recommend creating a short film or animation promoting your products in a light and exciting way.
I have also hired models to dress up and become characters from our entertainment projects. Having a good looking male or female dressed in costume and talking to potential clients works. Even Gene Simmons of KISS dropped by for a photograph with Tessa Guess (the hero of Galactic Gladiators). I was surprised how many people want to meet Spiderman, Batman, Harry Potter and all the other costumed stars. If you have a photo area with a cool background for taking pictures all the better. One time we had a life-size plastic tube over six feet tall with lights at the top and sounds when you got inside. When you entered this preservation pod you learned the story in a one minute and ten second musical message and Tessa might even squeeze inside with you. We even had a Ninja outside the building handing out shuriken star-shaped cards to the attendees waiting in line to get inside which directed them to visit our exhibit booth.
Give away samples of your products (if they are not too expensive) and cost-effective brochures that highlight key selling features that state how to get in touch with you after the event. You might consider giving a special promotion only offered to those that drop by your booth. Try to keep your overall presentation a cohesive color and theme combination as this will leave a strong impression on attendees and make it easier for them to recall their visit with you.
3. FOLLOW UP AFTER EVENTS
Qualify visitors into three categories: a) no interest or not likely to purchase anything; b) somewhat interested or has connections who may become interested - I also include Media and Press here; c) immediately contact after returning back to the office as they expressed interest or want to order.
Mail those in lists b and c a thank you - order now letter/ brochure as soon as possible after your show. Add these contacts to your files and ensure they are kept up to date on your company and products. It is common that a potential client may need to be contacted up to five or more times before they will purchase. Send postcards and other informative materials to keep in touch with the newly initiated. Every sales person knows it is all about the personal relationship that makes companies a success.
4. WHICH TRADE SHOWS TO GO TO?
Trade shows are an effective promotion and sales method but which ones to exhibit at? I recommend that you attend potential events prior to spending thousands of dollars to exhibit at them. This research will save you a lot of money by ensuring your company only hits the shows specific to your market. This is important to your advance preparation and how to get the maximum return on investment. Good luck and remember - having fun during these events is contagious, and if buyers see you smiling they will too!
Universal Studios = Back to the Future/Jurassic Park/etc.