Question

Topic: Advertising/PR

Need Advice For Attending Tradeshow

Posted by Anonymous on 8/4/2006 at 12:50 PM ET 250 Points
Hi folks,

We have a client who is planning on attending a trade show in two months.

While we are not helping them plan for the event, we are helping them develop the messaging and collateral they will use and distribute (in some form or another) at the show.

Still though, since they are not working with any kind of events firm, and this is their first trade show, I'd like to have some sense of trade show best practices to ensure we're providing them with the most appropriate materials and to help steer them through the process as best we can.

Can anyone offer some sage advice or direct me to a tradeshow "bible" for reference?

Thanks for your help,
p
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RESPONSES

  • Posted by whimziequiltz on 8/4/2006 at 1:08 PM Member
    Pay extra for the carpeting/padding if it's offered and wear comfortable shoes because you should never sit. Standing keeps you ready to move to a prospect and able to shake hands.

    Don't set a table across the front of your booth space - it blocks you from the attendees. Set it at the back with your most important information there to draw people in. (I know its more comfortable to have the barrier there, but don't do it.)

    Have a bowl of candy to get people into your booth. Yes, everyone does it, but that's because it works. Have a drawing to collect business cards for follow up. Yes, everyone does it, but that's because it works.

    Don't get caught talking to someone for too long - if it's someone you know you can get into non-show conversations that keep you busy while potential contacts just walk on by or you can get cornered by someone who obviously isn't a prospect. Again, its comfortable, and natural, to do this, so have a polite 'I'm sure you're ready to move on...' speech ready.

    Realize everyone is different. Some people are going to be interested in talking to you, some are going to be interested in your print materials, some aren't going to be interested at all. You'll learn to spot the difference after a while. Be gracious to all and don't push too hard.
  • Posted by Deremiah *CPE on 8/4/2006 at 1:42 PM Accepted
    Hi patdean,

    hope you're having a great day!

    you can investigate the archives of KHE and find plenty of information about things to do & approaches to take. Here is a link I located full of good questions and answers. I can't say it's the bible of trade show information. As a matter of fact I've never read anything about trade shows in the bible (lol...joke). Well here is the information.

    YOUR INSIGHT ON TRADE SHOWS FROM: TRADESHOW TIPS AND POINTERS!

    https://www.gapent.com/seminars/trade_shows_faq.htm

    Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Peter (henna gaijin) on 8/4/2006 at 2:22 PM Member
    Probably too late for this, but try to reserve a corner booth (one that is at the intersection of 2 aisles) and keep the front and side open. Or, shoot for a booth that is near either the main entrance or the food court, so you get added flow of people.

    Some sort of motion in the booth (outside of the people working the booth) helps draw eyes. Video screen going with something of interest, a working demo of the product or manufacturing process, etc.

    Bring less hand out material, rather than more. Many attendees of trade shows (myself included) get back to our hotel rooms, do a quick sort through the bag we picked up, and toss most of it that we don't want to carry back. The best process I have seen was done by a company I worked for early on in my career. At most, they would hand out single page brochures at the show. Instead, they focused on capturing the attendees data so they could send appropriate literature to them. They would then bring this data back to a telemarketing group that would call them, qualify there need (forwarding the info to the sales channel if there was a potential need), and mail the appropriate literature out.
  • Posted by MANSING on 8/4/2006 at 3:58 PM Accepted
    Hi Patdean,

    As you know tradeshows means showing and comparing products and ideas. Every company frequently underwrite elaborate displays, receptions, presentations and giveaways for trade shows in their industry. If you want to plan for the tradeshow then please consider following points.

    1. Primary Preparation: Every Trade show has a schedule for Build up and breaks down. If the show is for 3 days then they use 2+3+1 formula. (6 days) 2 days for build up + 3 days for show + 1 day for break down; (But it also varies from show to show)

    2. On the third day show finishes at 4 PM or 5 PM, clock so you have break down time till 10 PM and next day.

    3. Transportation: Make sure that your hotel is not far from the exhibition centre.

    4. Pass collection: collect your pass and contractors pass before the build up start on Day 1.

    5. Food Facility: get more information from the organiser for the food facilities in the exhibition hall

    6. Dead line for build up: In UK Build up dead line is 10 PM on the Day 2. You can ask organiser but they will charge according the time you want to work.

    7. Space allocation: Make sure that you have consulted with the floor manager before going to start doing any work.

    8. Health and Safety: Make sure that children’s (under 16) are not allowed during the build up and Break down.

    9. Opening Day: Show opens at 10 AM; make sure that your stand is clear from all rubbish and unnecessary things.

    10. Use chocolate and pens to attract customer or traders. Use scanners to scan there batches. Go to every stand find what they have what you don’t have.

    11. Distribute your brochures to every exhibitor. Ask for their business card. Contact the event sales team for more information about the visitors and sponsors.

    12. Plasma screen representation, Seminar, Evening party, Business card Pot, surprise Gift and if it suits your business bring promotion girls wearing T shirt or small mini skirts.

    13. Please try to collect as much as possible business cards and business/traders details. Give all the broachers and gift item to show girl for the distribution.

    14. If you are going to use small stuff; make sure that you have luggage carrying bag, trolley, cello tape and other necessary equipments

    15. Make sure that you know: toilets, fire exits, organisers room and phone number, food court, parking facility, fire equipments, and security office phone number, loss property office and exhibition catalog.

    16. During the break down always follow health and safety rules. People/exhibitor get mad 1 hour before finishing time. They will start break down before actual break down time. Don’t follow them.

    17. Consult with Event Company if you are not sure about any thing!!!!


    I hope this will help!

    Regards,

    M Bhor
  • Posted on 8/5/2006 at 8:09 AM Accepted
    Try this:
    https://sbinfocanada.about.com/cs/marketing/a/tradeshowtips.htm

    Alyson
  • Posted by Tatyiana on 8/6/2006 at 7:43 PM Member
    Hi!

    So EVERYTHING above is excellent advice... so I will keep this short.

    I HATE trade shows. WHY? Because people look at trade shows as lead generation. Sorry, folks.. sorry to burst the bubble but it is not. It CAN be successful in raising your profile, finding partnerships, making some connections with media and analysts.... which can lead to sales.

    So I would say that you need to have a conversation with your with your client as to WHY they are going? Because if it is to get leads... get them to skip it, give you 100K (more than likely the budget with resource time taken into consideration) for a kick @ss lead gen program and then next year go to the show. Otherwise... if this is the first and only... its a one hit wonder that will disappoint.

    cheers,

    T.


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