BUSINESS MANAGEMENT
Secrets to a Successful
Trade Show
Exhibitors can improve the results of trade shows by avoiding
these mistakes.
by Susan Friedmann
We all make mistakes, however, if we are aware of
the pitfalls that can occur, there is a better chance we can avoid
errors that, more often than not, can be fairly costly.
The following are 10 of the most common mistakes exhibitors make
pre-show, at-show and post-show.
PRE-SHOW
1. Failing to set exhibiting goals.
Goals, or the purpose for exhibiting, are the essence of the whole
trade show experience. Knowing what you want to accomplish at
a show will help plan every other aspect—your theme, the
booth layout and display, graphics, product displays, premiums,
literature, etc.
Exhibiting goals should complement your corporate marketing objectives
and help in accomplishing them.
2. Forgetting to read the exhibitor manual.
The exhibitor manual is your complete reference guide to every
aspect of the show and your key to saving money.
Admittedly, some show management make these easier to read than
others. Albeit, everything you need to know about the show you
are participating in should be contained in the manual or brochure—show
schedules, contractor information, registration, service order
forms, electrical service, floor plans and exhibit specifications,
shipping and freight services, housing information, advertising
and promotion. Remember that the floor price for show services
is normally 10 to 20 percent higher, so signing up early will
always give you a significant savings.
3. Leaving graphics to the last minute.
Rush, change and overtime charges will add significantly to your
bottom line. Planning your graphics in advance—six to eight
weeks before show time will be less stressful for everyone concerned
and avoids many blunders that occur under time pressures.
4. Neglecting booth staff preparation.
Enormous time, energy and money are put into organizing show participation—display,
graphics, literature, premiums, etc. However, the people chosen
to represent the entire image of your organization are often left
to fend for themselves. They are just told to show up. Your people
are your ambassadors and should be briefed beforehand—why
you are exhibiting; what you are exhibiting; and what you expect
from them.
Exhibit staff training is essential for a unified and professional
image.
AT-SHOW
5. Ignoring visitors’ needs.
Often staff members feel compelled to give the visitor as much
information as possible. They fail to ask about their real needs
and interest in the product or service. They lack questioning
skills and often miss important qualifying information.
Pre-show preparation and training is the key.
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6. Handing out literature and premiums.
Staff members who are unsure of what to do in the booth environment
or feel uncomfortable talking to strangers end up handing out literature
or giveaway items just to keep occupied. Literature acts as a barrier
to conversation and, chances are, will be discarded at the first
opportunity.
It is vital that people chosen to represent the organization enjoy
interacting with strangers and know what is expected of them in
the booth environment.
7. Being unfamiliar with demonstrations.
Many times staffers show up for duty only to discover they are totally
unfamiliar with booth demonstrations.
Communicate with your team members before the show and ensure that
demonstrators know what is being presented, are familiar with the
equipment and how to conduct the assigned demonstrations.
8. Overcrowding the booth with company representatives.
Companies often send several representatives to major industry shows
to gather competitive and general/specific industry information.
These people feel compelled to gather at the company booth not only
outnumbering visitors, but also monopolizing staffer time and restricting
visitor interaction.
Have strict rules regarding employees visiting the show and insist
staffers not scheduled for booth duty stay away until their assigned
time. Company executives are often the worst offenders. Assign specific
tasks to avoid them fumbling around the booth.
POST-SHOW
9. Ignoring lead follow-up.
Show leads often take second place to other management activities
that occur after being out of the office for several days. The longer
leads are left unattended, the colder and more mediocre they become.
Prior to the show, establish how leads will be handled, set timelines
for follow-up and make sales representatives accountable for leads
given to them.
10. Overlooking show evaluation.
The more you know and understand about your performance at shows,
the more improvement and fine-tuning can take place for future shows.
No two shows are alike. Each has it own idiosyncrasies and obstacles.
There is always room for improvement. Invest the time with your
staff immediately after each show to evaluate your performance.
It pays enormous dividends.
Susan Friedmann, Certified Speaking Professional (CSP),
is a how-to coach specializing in the trade show industry. Known
as The Tradeshow Coach, Friedmann works with organizations that
want to boost their exhibiting results by attracting new business
at trade shows. Originally from London, England, she has been a
consultant, speaker and author for more than 20 years. Her extensive
experience in the trade show industry has allowed her to work with
several hundred companies representing more than 30 different industries
in the United States, Mexico and Europe.
She can be contacted at 30 Saranac Ave., Lake Placid,
NY 12946; (518) 523-1320; fax: (518) 523-8755; e-mail: susan@thetradeshowcoach.com
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