Trade Show Exhibiting 101

Mar 5, 2009

Successful trade show sounds subjective, and rightly so, as there are many ways to measure success.  Every company needs to assess their goals and objectives prior to participating and exhibiting in order to measure their success.  For example, goals may be based around sales volume, how much product is sold at a particular show.  Objectives may be to reinforce presence in a market or region, generate leads for sales forces or franchisees, or even to improve market perception of a brand. All are valid and all are subjective to the company exhibiting and the goals and objectives they set at the start.  But what are the basics of trade show exhibiting?  Where does one start?  Well, there are several steps to having a successful trade show. So, let’s take a look at seven key steps you should consider.

Step 1: You need to ask yourself “why do you want to exhibit?”

The answer to this question will clearly define your objective and it is the foundation on which you will build your trade show exhibit. Question #2: What outcome do you desire from the trade show?  Knowing what you would like to achieve will help you to set goals. Question #3: What is the message you want the attendees to receive?  The message you send to prospective clients is critical to the success of your show and will drastically effect your return on investment (ROI).

Step 2: Promote your Show.

Let your clients and prospects know where and when you will be exhibiting via phone calls, emails, postcards, advertisement and on-hold messages.

Step 3: Select the appropriate display unit.

A tabletop display is an affordable entry-level exhibit that sits atop a table at eye level, exactly where it should be.  A pop-up display is an ideal exhibit for a 10’ booth as it will maximize your advertising space to about 80 sq. ft.  Affordable, light-weight and easy to assemble these displays are the most popular exhibits at trade shows.

Step 4: Design your graphics.

Five seconds…that’s how much time you have to attract and captivate your audience.  Trade shows can be a visual overload.  So communicate you message quickly, clearly and effectively.  Use no more than seven words and three graphics. Your graphics are the visual identity for you business. They should be powerful, evoke immediate interest, articulate your unique strengths and advantages and be true to your brand.

Step 5: Showtime.

Keeping your goals in mind will help you stay focused on achieving your desired outcome.  Use the 10 minute – Engage, Qualify, Present & Close method.  Engage: 30 seconds – Don’t be shy.  You’re here to sell so get to work and have fun.  Qualify: 2.5 minutes – Avoid jumping into a sales pitch.  Qualify an attendee before giving them the presentation. Present: five to six minutes.  Once you have qualified the attendee present a five to six minute overview of your company, supplies, services, advantages, etc.  Close – one minute – Make the sale, set-up an appointment, or schedule a future call date.  Then move on to the next attendee. Remember…while you spend 20 minutes talking to one attendee 20 or more have walked by.

Step 6: Follow-Up.

Amazingly, over 80% of exhibitors never follow-up on leads from a trade show.  Contact each of your qualified leads within the first two weeks of the show. If you must, re-qualify your contacts.  If they haven’t committed to a purchase or scheduled a meeting but showed a genuine interest, it’s time to ask more direct questions.  What do they need? When will they need it? What is their budget?

Step 7: Measure your Hit Rate, ROI and Costs.

This is what it all comes down to.  To determine if your show was truly successful you will need to do some very simply calculating.  Here is a simple formula to help you measure your results:

• Total show attendees / Booth visitors = Hit rate
• Total sales / Total cost = ROI
• Total cost / Total leads = Cost per lead