Trade Show Dos and Don'ts

DO: Be Space Smart. Many people approach a trade show with “what’s the smallest amount of space we can use this time?” Better to wonder “what’s the most effective way of presenting our message?” A 10’ x 10’ booth may not offer the impact you need for your products, your message and your company. Remember that your booth is your company. The image it creates is the image people will carry away with them.

DO: Pre-sell the Show. Get your booth on people’s must visit list. Here are a few ways to accomplish it:
Personal Invitations. Send a letter from someone in management (the higher up the better) with a request to stop by the booth. A week after the letter has been mailed, follow up with personal phone calls to set a specific time for the visit. Then make sure management and relevant salespeople are on hand to meet and greet the visitor, and hopefully, close the sale.
Direct Mail. A high-visibility direct mail effort targeting both customers and prospects will allow you to identify your booth number and sell what you’re presenting at the show. Whether by snail mail or an e-blast, let people know you’ll be at the show. Consider a teaser execution to build excitement and draw traffic.
PR. News releases about your participation in the show and what will be shown in the booth, especially new products, are another effective way to build interest. Be sure to start the process early enough so magazines with show issues can have enough time to pick up on your releases.
Advertising Tags. Three months prior to the show add a line to your ads promoting your attendance. The message can be as simple as “See us at the XYZ Show, Date, Booth #0123.”

DO: Draw Attention to the Booth. Display your product or service in an innovative and original manner. Use color, light, sound, or visuals that highlight what you have to offer. Show contests and giveaways are another great way to build traffic. And remember to personally welcome everyone who comes by.

DON’T: Bunch Up. Booth people who talk to each other, or stand with arms folded, present body language that says “stay away.” To avoid this, be sure and rotate coverage every few hours. Manning a trade show booth can be tiring work. Give your people a break so they can come back fresh and ready to sell.

DON’T: Forget the Follow-Up. Whether you gathered names or legitimate leads, make sure you do something with them. Send a thank you, add names to mailing lists, and contact those leads ASAP!