Tips on what you need to succeed at your next tradeshow Establishing and following through with tradeshow goals
I
t may not be Survivor®
or The Amazing Race®
, but tradeshows
can feel like it. While many colleagues at the office may think you are lucky to travel and work these events, it involves a lot more than packing your suitcase and conversing with clients.
Yes, it can be a fun experience with the right attitude and a well- thought-out plan, but it is a lot of work preparing, executing and wrapping it up. Here are some helpful planning tips for novices and experienced tradeshow professionals that will prove to be useful for your next show.
Before the Show
Contrary to popular belief, much of the work you need to ac-
complish is done prior to the tradeshow. Proper planning can make or break your experience. Start by establishing goals and creating a list for tracking your
results. For example, aspire to meet five new prospects, obtain two request for proposals (RFPs), set up three appointments with exist- ing customers, etc. Next, review the exhibit hall layout, select and request three
ideal locations for your booth. Confirm the size of your booth and reconfirm your final placement so that you have all the details nec- essary to get the most out of your booth. When determining your placement and booth size, decide what atmosphere and feel you want to create. Correlate your desired am- biance with your setup. If you are serving food, you may need extra tables and a seating area with high-top tables and chairs. The best booths offer both an unrivaled experience and prospect interac- tion. Get creative and market your business with a strong message. Based on your theme, decide the attire for booth personnel. Acceptable clothing may vary depending on the show, but could include company shirts, matching or similarly colored clothing, casual attire or business dress, among numerous other options. Re-
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gardless, make sure that all the elements of the booth, including the attire of booth personnel, are cohesive. Also, make sure every- one is aware of how much time will be spent standing and walking so the right shoes are packed. If not, this can be a painful lesson to learn. Stilettos and tradeshows do not make a good pair. Make sure to complete registration materials, find out how many
booth personnel are allowed at the tradeshow, confirm booth per- sonnel will be in attendance, etc. Determine if the tradeshow is just a booth or if opportunities for exposure are available at registration or meetings, breakouts, general sessions and meals. Be careful to note in advance any conflicting events with the show hours. Create a booth schedule. This allows booth personnel to plan
their time. For example, if a booth attendant has two hours sched- uled free time, he/she can plan which exhibits they want to visit, set up meetings with customers, check emails, etc. Remember to schedule in meal times as well. Most importantly, make sure booth attendants don’t eat in
the booth. This is often an overkilled tip, but it’s still happening. Schedule break times so you and your staff can eat and rest off the floor. It is hard to make a good first impression with your mouth full.
The booth is your image and your brand; you want it looking its best. Make sure to do the following to insure a good image: Check your deadlines, booth descriptions and advertising opportunities
Order supplies such as carpet, wastepaper baskets, chairs, furniture, lead retrieval system, food, etc. Arrange for vacuuming and waste removal Another important aspect to consider is shipping. Decide upon
your carrier and prepare shipping labels for inbound and outbound shipping. Check with the facility on accepted delivery times and
MIDWEST MEETINGS SPRING 2010
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