5 Keys for Exhibitors to Have a Successful Trade Show

There’s a sign hanging in a barber shop I once frequented that read, “If You’re Looking For A Helping Hand, Look Down At The End of Your Arm.” Truer words have never been spoken when it comes to exhibiting at a trade show. Here are five ways to help you enjoy a successful and profitable trade show experience.

1. Plan Your Work and Work Your Plan.

Open the show manual and calendar important deadlines on Outlook with reminders one week out. Seriously, you should read through the exhibitor manual when it’s received. You’ll save money.

2. Be Part of the Solution

Help show management eliminate tire-kickers by only credentialing booth staff. If vendors, customers and investors want to attend, have them register as legitimate attendees under their proper category. If your college roommate or boot camp buddy wants to attend, explain why they can’t or approach show management with an honest request for guest credentials.

3. Don’t Be Pennywise and Pound Foolish

Book your hotel rooms through the official show housing block as soon as it opens. There are a lot of poachers out there offering deals too good to be true. That’s because they are too good to be true. Booking in the block provides you with rate protection and helps the show organizer avoid attrition. I know of two major exhibitors who fell victim to these scammers and lost over $20,000. In one instance, the scammer went to jail, but the exhibitor was still out $12,000.

4. Close the Loop

Follow up on leads generated at the show. It seems so simple, but time and again attendees say that there is little follow-up post show. I mean, you rented a badge scanner, so why wouldn’t you send literature and have a sales rep contact an earnest prospective customer?

5.  Be As Loud As Spinal Tap

Don’t be another band with the volume on 10. As my colleague Bill Dunn says, turn it up to 11. Plan your pre- and in-show promotion. Use direct mail, email and social media channels to entice attendees to your exhibit. Use the show hashtag. Tell them about new products, show specials, contests and celebrity appearances.

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.