Why

Trade shows are unique 3D marketing events that generate outstanding results because all of the participants are pre-screened. In addition 79% of exhibit attendees have purchasing influence within their company. It's an advertising gold mine!

Some Facts:

54% of all trade show leads get closed without a personal sales call. The average lead takes only 0.8 calls to close - the average closing rate for in the field calls is 5.5! Ninety-two percent of the people attending a show haven't been called on by your company in at least one year (Trade Show Bureau).

That's a lot of potential customers in one place! In fact according to "Business Marketing" trade shows rank second only to specialized business publications in overall marketing effectiveness.

Where

Trade shows are ongoing events in convention halls around the world. Some have an industry scope, while others have a regional approach. Industry associations are a good place to find the major shows in your field. Sources are also available for help in finding other shows that will open new markets or assist in establishing a presence in a new area.

How

Once you've found a show what is the next step? First you will want to contact the show organizer and get a list of available booth areas and prices. Picking out an appropriate booth slot can be critical to your show's success. It is better to be located near natural areas of heavy traffic. Being near the entrance, the food court, the restrooms etc., will provide you with better visibility than the back corner. Another good approach is to examine the booth slots already taken and situate yourself next to or near complimentary businesses. Obviously you don't necessarily want to be right next to your biggest competitor but such a location might bring people in that might not have thought about using your products or services. Remember that you will be limited by slots already taken and by cost. High traffic areas are more expensive than center isle and are usually reserved for larger booths. However, with 40% of your tradeshow budget (International Exhibitors Association) being spent on show real estate, you want to make it work for you as much as possible.

Next you should decide what products or services you will be promoting. Trade shows are a great place to release new products or run specials. If you have a large product line, consider highlighting a few items in your presentation. Too many items in a booth can be overwhelming and drive people out. Pre-show promotion campaigns advertising your booth are particularly effective. Mail to current clients as well as prospects and make appointments with them for at the show.

If you have a display - get it out and take a look at it. Is it ready to go? Are the graphics up to date? If not consider purchasing or renting one for the show, but leave room in the budget for booth graphics - they are what really make the difference. If you need help in selecting a booth see our Systems section for a detailing of the different types available.

Worth 1000 Words

When considering your company's trade show presence keep in mind these "boothsmanship" pointers:

• Consider how to get your message out in "10 words or less".
• Lead with your strongest feature.
• Keep it simple. The less you say the more impact you have. "Bigger than Life" photos, charts and visuals are easier to read and have greater impact. Try to keep your copy panels limited to 5 points.
• Your graphics are most likely attached to your booth with Velcro, providing you the ability to change it around. Use different signs on different days to keep interest fresh.
• Use color to accent and emphasize. Color is most effective when it doesn't dominate.
• Be careful not to create a barrier to your booth. Tables out front may be useful but they keep people out. You want an inviting atmosphere.
• Never sit or eat while in your booth.