Ten Tips to Increase your Trade Show Success

3. Set measurable goals – measure – follow up
   • Set a goal – Whether it is a dollar value for sales made that day or the contact information collected. This will allow you to measure the shows effectiveness. Follow up on leads.
4. Choose the right location for your booth – try to consider these points when choosing a location
   • Close to the center of the exhibition area as possible
   • On the right side of the exhibition area. Most attendees start on the right and get tired by the time they get to the left side of the venue
   • A corner location will give you access to cross aisle traffic
   • Avoid dead end aisles
   • Avoid adjoining booths with distracting demonstrations
5. Set a call to action – why should they buy now rather than later
   • Offer a bonus for buying now – a special price, a free gift
6. Have a draw or contest – Having some kind of prize draw or contest is a great way to collect contact information from booth visitors. You can give away promotion items to encourage people to participate.
7. Plan your booths layout in advance
   • Find out the dimensions of the are you will be allocated
   • What will be included – a table, a table skirt – is there any kind of a back drop, electricity
   • How will you display your literature
8. Create an interactive display- Use an interactive display, such as a quiz or game on a computer, a contest draw, a product demonstration. Get them to cluster around your trade show display rather than the others. Remind your sales staff to sell, they are not there just to enjoy the special activities.
9. Use promotional items - Small items that people can take away and use (while being reminded about your business) are best. Be sure you place these items in a location where people will have to walk into or through your trade show display to get them.
10. Make it easy for booth visitors to get information - Use signs in your trade show display to give information about prices, minimum orders, shipping costs, or any other basic information they might need to know, to save them the trouble of having to wait to ask when you're busy with another potential customer.

Follow up promptly - Send out email, regular mail, or make the phone calls to follow up on the contacts and leads you made during the trade show as soon as possible. The faster you send them out, the more your business will stand out from the rest.

Trade shows can be incredible sources of contacts and customers for your business - if you choose your trade show venue carefully and plan in advance to have a successful trade show experience.

Advice from Tradeshow Attendees

• "When you jump up as I approach the exhibit, I feel like raw meat spied by an animal who has not eaten in a month. Please stay standing"
• "I don't want to feel tied to the exhibit for a 20-minute presentation. Allow me to look around, pick up materials, read your literature and look at your newest products first."
• "Don't launch into the sales pitch as soon as I walk into the exhibit. I may be a long-term advocate, familiar with your products and services. Do some initial assessment first."
• "Rethink sign in sheets. I am uncomfortable about writing my name and address, as I may not want you showing up on my doorstep."
• "Provide enough space so I can gather materials and look at products without having to ask you to move."

20 Reasons to go to a tradeshow!

1. Speed your product into new markets 
2. Achieve qualified leads for personal follow-up 
3. Attract new sales representation 
4. Strengthen your distribution chain 
5. Change or improve the perception of your organization 
6. Communicate technical benefits / data / features 
7. Understand customer problems 
8. Continue customer contact at all levels 
9. Coordinate post-show showroom/office visits with your prospects 
10. Demonstrate new products and/or features of existing services 
11. Develop leads and trust sufficient to do business
12. Discuss benefits with feedback from show visitors 
13. Distribute product samples and promotional products 
14. Dramatize your message of features and benefits
15. Enhance word of mouth market expansion 
16. Establish distribution networks 
17. Evaluate your competitors' products and marketing 
18. Expand leads for joint ventures and licensing agreements
19. Extend your reach to unknown prospects 
20. Generate more prospects for existing and new markets