Peelseek.com

Pre-Show Preparation

1. Formulate written objectives.
2. Drive qualified attendees to your booth;
   i.  through direct invitations with free passes;
   ii.  pre-show promotion "visit our booth for an opportunity to WIN ,"Dinner for Two" or some other item of perceived value

At the Show: CLARITY, CLARITY, CLARITY

Clarity is the most important point. You want to make it very clear...
      ·     WHO you are;
      ·     WHY you are there, and
      ·     WHY someone would want to stop and talk to you.

Within 4-7 seconds of spotting your booth people should know exactly
            · WHAT is in it for them, and
            · WHAT the heck it is that you do

• Create your own unique space... use a table top display or a large 10" X 10" format print image as a backwall

•  The job of the backwall is:

1.  To attract the attention of people passing by
2.  To project an appropriate image for your company,
3.  To impress people and provide a quick glimpse of what you offer

• The initial outlay for a Trade Show booth may seem expensive, but remember this is an investment and can be used again and again.  If portable you can carry this in your trunk and set it up wherever and whenever the opportunity arises. …Board of Trade events, Exhibitions, Trade Shows, Conferences etc.

• Be creative; you want to people to look and say WOW!

• Keep it simple …you want to keep the set–up and take down to a minimum; this is another reason to purchase a proper display; portability and WOW at the same time.

• Most Trade Shows have a specified move in and move out, date and time. You must adhere to the Rules of the Event or you may not be allowed to set up. Arrive at the event early. When you are sure your booth is ready take a walk around the event floor.  Be your own critic…..Can your booth and signage be spotted from across the room?  Does your space shout…WOW!! or is it only a "whisper"?  Does it look attractive, snappy and funky? Ask a fellow exhibitor's opinion.  Does he know instantly who you are and what you do?

• Remember the 4 to 7 second rule…that is how long you have to catch someone's attention.

• Now that you have people at your booth

Smile, engage them in conversation, you are the host welcoming them to your show, have a give-away (the best give-away is something that will not only get used again and again but will be visible to other people) something that stays on the desktop, mugs,  pens, or something people will wear such as caps; Also popular are cloth bags that people will carry to the market again and again and continue to advertise for you; anything with your logo and contact info on it.  Remember that brochures usually get thrown out but people will hang onto something that is useful.

• Have a Large Gift Basket for a door prize

or if the door prize is a "Dinner for Two" you will want to have a large visible sign announcing this; provide a bowl or somewhere for attendees to deposit their business card.  This will also help to ensure that if you are busy when a potential customer stops by then at the very least they will leave their card and you can follow up with them after the show.

If you have chosen the right show the $100 or $200 you spend for the "PRIZE" will pay for itself again and again.  If you neglect to collect business cards you are defeating the whole purpose for being at the Trade Show.  99% of the time the one and only reason anyone Exhibits at a Trade Show is to collect qualified leads that you can later convert to sales.  

STAFF

You will need at least two people to staff the booth during busy times and to allow for coffee and lunch breaks since staff should not have drinks or snacks at the booth.

• Wear comfortable shoes.

• Remember why you are there!

Carol D'Alessandro is VP, Business Development of Logistics Associates.  Logistics Associates are specialists in transporting trade show booths and other freight to and from the Trade Show venues. Logistics Associates offers air, ground or ocean based shipping solutions for:  Trade Shows / Exhibitions/ Concerts/Stage Shows/Conventions and Conference. If you have a logistics question, call Carol at 905-861-9600 or e-mail cdalessandro@logisticsassoc.com  or visit http://www.logisticsassoc.com