Ten Musts When Preparing for a Trade Show

Trade shows are a lot of work and it is very disappointing if, after the show, you are not sure if it was successful for you. The following list contains preparation tips so your trade show experience is a good one.

1. What do you expect to achieve by participating in a trade show? Immediate sales at the show, orders to ship later, or are you more interested in promoting business, raising awareness and getting leads to follow up after the show? Choosing the right show means knowing exactly what you expect. 
2. Develop a show plan clearly listing your objectives for the show. Write it down in an easy to use format so you can compare your actual results to your targets after the show is over. 
3. Investigate the shows that are available and select the one that best suits your goals. Consider the history of the show, the number of visitors, the length of time the show runs.  Have you attended the show as a visitor or as an exhibitor in the past? What do some of the former exhibitors say about the results from the show?
4. What is your display going to look like? If you are selling product, how will you display it? Do you have a prefabricated booth or do you need to bring props such as shelving and walls to have surfaces to display your products?  Find out exactly how much space you would have and build your display at home in a corresponding size space so you know what it will look like and if you have everything you need. Try to avoid the approach of having a table across the front of your booth and your product piled on the table. Take a look at trade show websites to get some good ideas for layout.
5. Pack an emergency kit (and know where you can get additional items if needed during the show).  Some of the things to include: stick pins, nails, hammer, tape, markers, extra price tags, rags and bottle of cleaning solution, stapler and extra staples, electrical cord... and the list goes on. 
6. Have a system for collecting the names of people visiting your booth. There will be several people who are tire kicking but there will also be many others that are genuine leads and these are the names and contact information you need to capture. Don't count on being able to write down the information and keep track of the conversation without a well thought out plan.  Maybe a questionnaire that you can use for each person you talk to.  A clip board and forms will give you a place to make notes during your conversation, also a place to attach their business card for future follow up. 
7. Clearly label the boxes you are packing to take to the show. Have a system that lets you know what is in which box or container. This will save time during show setup. 
8. Will you be able to get everything set up by yourself during the time allowed or will you need to have help?  Arrange for any staff/help that you may need during the show. Be realistic, a four day trade show is a lot of work and long hours, you will need help. Of course shows that are only part of a day or even a day may be manageable by one person.
9. Allow yourself lots of time to get your materials gathered together before the show and to have everything ready. Get printing requirements completed two to three weeks prior to the show so if there are any typos you can have additional materials prepared. Have all printed materials on the best stock and paper that you can afford.  Have a consistent look and feel to all materials, maybe the same background colour and font. 
10. Be well rested and relax. The best results will be achieved when you are calm and organized...plan ahead and have a successful show. 

The above material is a brief overview of some of the things to consider when choosing and participating in a trade show. Future blogs will contain more detailed information on some of the above points.