| Being prepared for the challenges of a Trade | | | | attendance at the show are present. Make sure |
| Show essentially comes down to one thing: Good | | | | that they understand proper etiquette as well as |
| project management skills or the ability to | | | | what kind of attire to dress in. There is nothing |
| manage time, resources and budget. There are 5 | | | | worse then wearing a killer suit with |
| easy steps you can follow to ensure that you | | | | uncomfortable shoes! |
| make the most of your experience and ensure | | | | Setting up at the trade Show is a frantic time and |
| that your trade show display is a success. | | | | not when you want to discover tears, rips, |
| 1. Turn Your Deadline Into An Advantage | | | | forgotten extension cords, missing computer |
| In terms of planning for your show, the biggest | | | | parts, burned out light bulbs or worse. |
| advantage in your favour is a fixed or hard | | | | 4. Educate Your Staff |
| deadline. Because the deadline is non-negotiable | | | | Ensure your staff is aware of the goals and |
| everything can be worked backwards from there | | | | objectives of your marketing effort and educate |
| with cushions built in to afford the kind of | | | | everyone on how best to achieve them. Have a |
| presence that puts your company in its best light. | | | | process in place for lead capture and follow up. |
| 2. Sweat The Small Stuff | | | | Fully 80% of Trade Show leads are never |
| A trade show is the perfect opportunity to audit | | | | followed up for one of two reasons: a lack of |
| and assess your collateral materials. That should | | | | complete prospect information with which to |
| include everything from business cards to leave | | | | follow up or they are simply forgotten. They do, |
| behinds and rate cards or price lists. While the | | | | however, represent some of your best revenue |
| temptation may exist to make due with what | | | | opportunities. |
| you already have, ensure that material is the | | | | Coach yourself and other staff members on |
| most appropriate to the show and your audience. | | | | proper sales language. Make sure that they are |
| Bear in mind however, that things are likely to | | | | able to articulate your product as well as build |
| change from one year to another such as new | | | | relationships based on value. |
| consumer trends and/or new industry trends and | | | | 5. Create A Checklist |
| that may require new materials. | | | | Manage your exhibit as a project and the task will |
| 3. Have A Booth Dress Rehearsal | | | | be easier both in its execution and in reaching |
| If time and space are available and your booth is | | | | goals and objectives. Your Trade Show or Project |
| more or less of a manageable size consider | | | | list should be built so as to account for pre-show |
| setting your booth up in advance of the trade | | | | activities (booking space and ensuring materials |
| show to ensure everything is in working order | | | | are in place); actual show requirements (staffing, |
| and assist you in discovering what your needs or | | | | objectives); and post show requirements (tear |
| requirements may be. | | | | down, prospect follow up). |
| Ensure that all other staff members that will be in | | | | |