A trade show or expo is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent trends and opportunities. Some trade show are open to the public while others can only be attended by company representatives (members of the trade) and members of the press, therefore trade show are classified as either Public or Trade only.
Planning for trade shows needs to start at least a few month in advance. Although deadline and logistical detail can seem overhelming, you can maintain control by developing a timeline to keep yourselves and your trade shows project on track while minimizing your exhibiting costs.
Below are some tips for getting maximum benefit from your trade show appearances :
Before the show :
- Evaluate and select trade shows carefully, participating in show can require a major investment of money, time and resources. So, be tough in your evaluation of a show's worthiness.
- Read the show manual, you should know everything about the show including a proposed or final schedule, registration information, forms, exhibits specification, and other important details.
- Define measurements of success, determine a way to measure your goal will success. Make these measurements as spesific as possible. You could plan to hand out a brochures, ask the exhibit experts to ease the work for you.
- Choose exhibit booth space after studying floor plans and anticipated traffic pattern.
- Write your show plan, make a list plan such as a workable schedule, the list of preparation activities, an individual assigned for each task
- Design an open inviting booth, use interesting graphics to draw people's attention. use a laptop and flat screen monitors to make an efficient-space for demos. A portable booth are the best choice to easy to set up and take down and if the space are enough, provide comfortable chairs to encourage prospects to linger.
- Plan marketing activities including advertising, pre - show direct mailers, Hotel room drops, billboards, sponsorship, etc.
- Train your exhibits staff, this is very important. They need to be briefed on all the program and the company product. They must know how to run the demos and presentations in a professional ways.
During the show
1. Set up a rotating booth schedule for your staff to have a break for lunch or relaxing.
2. Conduct daily meetings with booth staff.
3. Remind staff to record all prospect information.
4. Encourage staff to greet people warmly and smile.
After the show
- Help your prospect to the next step, make sure the send requested material within 24 hours. A quick response is a good impression for your business and give the prospect your business phone no., address or email address to easier them to contact you.
- Keep track of your prospect
- Measure and analyze the result of the show and your booth, identify if your objectives were met and if the cost attending the trade show has had a positive long term effect for your business.