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Trade Shows
Get the Most From Your Booth - Part 1
The Marketing Partner Sponsor
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Get the Most From Your Trade Show Booth - Part 1
You've committed yourself, your employees or all of you to a booth at the trade show. To get the most from your company's appearance, make sure you include the two "P's" - Promotion and Preparation - in your trade show plans.
Promotion
Stack the deck in your favor when it comes to trade show traffic. Send out one or two mailings, preferably two, prior to the show. The first should be about a month before the show, the second one about a week before.
Use the mailings to invite all your customers, vendors and prospects to the show.
Make it as easy for them to attend as possible. For instance, give them free tickets and definitely include a map of the trade show layout with your booth clearly labeled.
As for the mailings themselves:
Make sure the mailings look different but carry the same message.
Make sure the name of the show and your booth # are prominently displayed, and don't forget to include the time, date and location of the show.
Encourage your mailing prospects to attend by offering a discount, free evaluation or other incentives such as premium items or raffles/drawings.
Host a mixer one evening of the show to get everyone together. You can have your company president give an informative talk or even announce a new product or service.
Preparation
The main point here is to for you and your staff to familiarize yourselves with the booth and the products or services you will displaying and selling at the show.
Set your booth up in advance. Knowing what you need and where to display it ahead of time is a lot easier and more productive than scrambling around the morning of the show.
Make it a multi-level display by using boxes. This will add visual variety and bring certain items to eye level.
Use cloth to cover the boxes.
Make sure you have the tape, safety pins, Velcro and other fasteners you will need.
Include a bowl for drawings and gifts.
Don't forget your business cards.
Okay, the table has been set up, now look it over to see if it works well.
Is it inviting? (Yes)
Is it clean? (Yes)
Is it overwhelming? (We hope not)
Is it professional and in keeping with your products and services? (Definitely yes)
Does it flow? Will people see what you want them to see in an order that builds interest?
Will people know who you are and what you do when they glance quickly at your table? (Are signs placed logically and are they easy to read?)
Finally, make sure your personnel are trained and ready.
Explain the goals of the show: to increase awareness of your company; to get qualified leads; to get sales.
Make sure everyone knows what they are selling.
Instruct them about how and when they should approach customers. (We're taking for granted the fact that you've already told them they should approach all customers.)
All booth personnel should stand in front of the table in an open, inviting stance. No crossed arms or Adam and Eve stances allowed. AND NO SITTING BEHIND THE TABLE!!
Now, do a little role playing so everyone can get comfortable with what they have to say and sell.
Part II - It's Showtime - coming next week
The Marketing Partner comments and submissions to info@mpus.com.
Previous issues are on our website at http://mpus.com/tmp/.
Marketing Partners Incorporated
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Columbia, Maryland 21046-1561 USA
410.309.0596
info@mpus.com
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Revised July 2011
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