“Contrary to popular belief, much of the work you need to accomplish is done prior to the tradeshow. Proper planning can make or break your experience.”
see if your preferred carrier is listed. If they are not available, see if you can arrange for pickup or if it is best to use the show’s shipping company. Obtain the attendee list and send out a pre-mailer to entice qual-
ified visitors to your booth. Make sure you are sending a targeted message to the right people. Then, align any booth giveaways with your mission and/or services. A giveaway is part of your marketing message, pick a theme and make sure it speaks to your brand and your services. You do want something fun, useful and trendy, but remember your end goal: increased business, new partnerships, etc. Contact prospects or existing customers by phone or e-mail be-
fore the tradeshow to set up appointments and/or let them know where you are located and what you will be showcasing. Create a tradeshow kit. My kit is contained in a plastic con-
tainer with lid. After many shows, I have comprised the following as necessities: notepads, Post-its®
, scissors, tape, stapler and staples,
extra shipping labels, a screwdriver, a box cutter, business cards and holders, rubber bands, paperclips, pens, pencils, Sharpies® lighters, pain reliever, first aid ointment, Band-aids®
, high- , tissue, breath
mints, gum and antibacterial lotion. Keep an inventory of these items so you know what needs to be replenished. Keep abreast of current events, industry-related topics, as well
as local and national news. This allows you to converse easily with your booth visitors. Take the time to learn about the city you are going to, find out about the best local restaurants, museums and other special venues. You and your prospects and customers are also allowed to have fun, so have ideas on what to do and where to go. Double-check with your hotel concierge or tradeshow contact per- son to get the scoop.
During the show
Arrive early to troubleshoot any problems and get any onsite equipment you need. For example, you may need to arrange for unexpected things like plants or a lead retrieval system. If you have ordered electricity, plug a device in and make sure it works before
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the show begins. Familiarize yourself with the show floor. Know where the bath-
rooms, food service and meeting rooms are located. It is a good idea to keep an exhibitor list and full conference agenda on hand. Attendees often assume you know where everything and everyone is; make a good impression and help people. Make sure you and your staff are always at your booth 15 minutes
before the show opens. This gives you a chance to straighten up any collateral and relax before it’s show time. Also, do the following: Stand rather than sit
Pop breath mints at regular intervals Greet visitors walking by
Engage potential prospects as they walk by
Jot notes and follow-up information necessary on the backs of business cards or in a small notebook On your break, network with your fellow exhibitors Keep your booth clean
After the show
Recap the show immediately afterwards from your notes and
your experience. Compare this to your goals. This document is the perfect tool to communicate to your company the results of the show. Evaluate what you would do differently, what worked well, observations of the show in general, marketing ideas gleaned from walking the show, attendee feedback and booth setup and place- ment. This information will be invaluable for future tradeshows. Pack up your materials and confirm the pickup with your ship-
ping carrier. Make sure you have a copy of the tracking information to take with you. Follow-up with leads as soon as you are back in the office. In-
clude personal notes with specific requests and conversations. Up- date your database and track which show(s) they attended. After the chaos ends, treat yourself to a relaxing break. Learn
from your experience and utilize your newfound knowledge at your next tradeshow.
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