Are you embarking on the world of trade fairs / trade shows to get word out about your company and to make valuable and potentially profitable connections? Here are some things to keep in mind as you move forward in this endeavor. You want any investment you make into attending shows, investing in trade show exhibit displays, literature, and so forth to be worthwhile.
There are major trade shows for many industries in various cities around the world and people interested in that industry flock to these shows and it could create great opportunities for you.
Here are some things to keep in mind as you plan to participate in an upcoming tradeshow:
1. If possible, attend some trade shows before your company rents a booth. This can help you get the lay of the land, so to speak. You can learn about some of your competitors, assess and plan your own strategy, think about your trade show exhibit, etc. Even after you start attending trade shows regularly it’s smart to walk through and check out the competition.
2. Have more than one person attend and man your trade show exhibit. At least two people, maybe even more, should attend a trade show. Otherwise how will one person man the booth, talk to more than one person, use the restroom, take breaks to eat, and so forth? Having two, three, or more people gives you enough people to do things well.
3. Pick the right people to man your booth. You may have a few types of individuals who are right for this. Salespeople types who can engage people, administrative types who can manage important details, technical elements of your trade show exhibit, and so forth, and most of all, extroverted people who are knowledgeable about your product or service and who will be comfortable talking to others.
4. Have a reason for people to stop. You want your booth to ‘pop’. Colors, branding, literature, and something that makes people want to stop and learn about you are all important. Strategize about the best way to get the most out of each event you participate in.
A good trade show exhibit can take effort, investment, and strategy to put together but the results could pay you a huge return on that investment.
