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Additional resources

Trade-Show-Resources.com is an online repository of information and resources related to trade shows and trade show displays. Throughout this site, you’ll find articles with tips and guidelines for getting the most out of your trade show experience, as well as links to trade show service specialists, trade show display and exhibit vendors and more. We hope you will find the information on this site useful and informative.

If you have any suggestions for how we can improve our site, or if you have a trade show related article you’d like to submit for our consideration, please contact us at: info@trade-show-resources.com.

Meanwhile, here are some tips on how to have a winning trade show experience:

How to Generate Sales at a Trade Show

To generate sales from a trade show, you have to focus on finding qualified leads and converting them into purchasers.

One great way to get leads is to presell your booth by sending customers and prospects a note or an email before the show. In the note, you should include your trade show booth number, and an invitation to them to stop by and pick up a small gift, participate in a trade show giveaway or take advantage of special show prices. Customers who receive your note just might take the bait and want to buy from you at the trade show. For this reason, it’s always a good idea to have a separate location, like a quiet spot in the back of your booth, where you can meet with your customer and close the sale.

Although trade show selling is slightly different from other sales methods, it’s really not that complicated. Sales fundamentals still apply. It’s most important that you contact all as many visitors as you can. Obviously, the more visitors you encounter at the trade show, the more qualified leads you’ll get. You want to separate the serious buyers from the browsers and, of course, focus on the buyers. Prepare a 30 second rundown of the benefits of using your products, get your buyer’s contact information, and then move on to the next prospect. Buyers at trade shows are busy, too, so they´ll appreciate your efficiency.

Next, when you sense that a buyer is truly interested, be prepared to go to the next step. Some trade show exhibitors go as far as renting a hotel suite to entertain small groups of VIP prospects. You might also consider inviting qualified prospects for cocktails, dinner or even breakfast the next morning. Spending quality time with people who are most likely to place large orders could pay off big in the end.

Unfortunately, because trade shows pack a flurry of opportunity into only a few days, you have less time to spend with each prospect. Show pressure can be intense and the hours can be very long. Therefore, you’ll want to be sure to have plenty of people working your trade show exhibit and rotate your staff frequently to keep them fresh. Upbeat sales staff with stamina undoubtedly make the best trade show booth staffers.

You might also hire a specialized trainer to prepare your people for the trade show. There are three general stages in training for a trade show: preparation, coaching and review. Training may also help you pick the right trade show, select the right exhibits, assign the right staff and use the right follow-up system. When you have different people working together for the first time, coaching can mean the difference between trade show success and failure. Remember to review your marketing strategies, brush up your trade show booth presentation and sales skills and remind all the members of your team about intelligence gathering. In your review after the trade show, you can evaluate how you did, what still needs to be done, and what you can do better next time. Use this time to prevent recurring problems and missed opportunities.

Don’t forget, also, that not every sale occurs at the trade show event. Buying cycles are often spread out over many months, which is why follow-up is crucial to capturing orders. Find a way to stay in touch with your trade show prospects. A letter or card might work. With email and fax machines so prevalent, a monthly electronic communique featuring your latest product information, new prices or new services is as easy to produce as pushing a few buttons on your computer -- if you have a current contact list. If you´ve got one, use it. If you don´t, get busy!

More Trade Show Tips

Whether you’re a trade show pro, or a newcomer to the trade show world, trade shows can be a highly effective promotion and sales tool for your business. The following tips will help you get the best return on investment from any trade show you attend.

1) Set clear goals for your trade show participation.

Before you go, think clearly about what you want to get out of the trade show. Do you expect to sell a particular amount of inventory at the trade show, or do you expect to become known to a certain number of wholesale suppliers? Are you focusing on promotion at the trade show or hoping to launch a new product?

You can have more than one goal, of course, but the point is that you need to be clear about what your participation in the trade show is going to achieve.

2) Do your research beforehand.

Once you’ve outlined your goals, you should choose the trade shows that will give your business the best ROI given your objectives. For instance, if your goal is on-site sales, having a booth at a big fancy trade show where your booth is only one of a dozen that sell similar products is likely not the best choice.

It goes without saying that you want to choose a trade show that best targets your intended audience, and one that best suits your participation goals. If your considering a particular trade show, find out what that particular trade show's objectives are, and then investigate and evaluate the show's audience.

3) Now that you've chosen a particular trade show to attend, the next step is to plan your budget and book your trade show booth space.

Before you select a space for your trade show booth, you should find out as much as you can about the space, including where it is on the trade show floor, what other exhibits will be around it, whether it's a high traffic or low traffic area, and the physical conditions of the booth space, such as layout and lighting.

4) Designing your trade show exhibit:

It’s most important to plan your trade show exhibit in terms of your targeted audience.

What group are you targeting with your trade show display? Retail customers? Wholesale buyers? Other businesses in your industry? Different audiences "shop" trade shows differently, and have different needs, so you should design your trade show exhibit accordingly.

5) Advertisement -- Don’t forget to advertise in advance.

To get as much traffic to your booth as possible, you’ll want to put the word out in advance that you're participating in a particular trade show, by inviting your clients, customers, suppliers, and other contacts to attend the show. (Be sure you give them all the details, such as your booth number.) If you have one, be sure to advertise your coming trade show attendance on your Web site as well.

So now you're ready to attend that trade show - almost. Click through the links to the left to find out more about creating a winning trade show display, how to win over your visitors with trade show giveaways and promotional items, and more…

A Guide to Trade Shows:

Before you commit to a trade show exhibit, you should visit at least one trade show in the same or a similar industry first. During that visit, pay attention to your competition´s work and look for unusual and eye-catching trade show displays. Which trade show exhibits draw you in? Why? Note what makes your favorite booths stand out from the crowd, and think about how you can incorporate those elements into your own trade show booth.

If you’re thinking of sharing space at a trade show in the future, take the time you have when strolling the aisles at the trade show to look for a suitable partner. If you can find an ally, offer to split the cost of a trade show booth at the next trade show. Explore other synergies, such as a trade show pavilion. Is there a large company in your industry that sponsors an area at the trade show for smaller vendors? Take advantage of those opportunities.

You might also consider obtaining a copy of previous trade show attendance lists. Send a targeted pre- trade show mailing to prospects telling them about your company, your products and the people who can help them at your trade show booth. Also, consider including a map and a floor diagram of the trade show exhibit space, which shows your trade show exhibit location and your booth number. Point out bathrooms, pay phones, and entrances and exits to the building. Include a return mailer that has to be turned in to receive a trade show giveaway item or to be admitted to a special briefing. The idea is to get prospects to remember who you are so that they will visit your trade show booth.

No matter how clever your mailer, some prospects can´t attend the trade show, even though they may have genuine interest in your products. Be sure to offer everyone a chance to request your trade show brochure or a follow-up call. Going the extra mile to keep in touch could pay off in extra sales.

Feature your name prominently in all trade show communications, including on your trade show booth. In your trade show booth, signage should be simple, direct and positioned at eye-level if possible. Fewer larger pictures tend to work better than a lot of small ones. In your trade show graphics, include statements about solutions you can provide and problems your product can solve.

Don’t rule out the use of gimmicks to entice and catch the attention of your audience. Some companies hire magicians to perform at their booths. Others hire attractive women or handsome men to walk the trade show floor and hand out company literature (though at some trade shows, this practice is not allowed). And, of course, celebrities always attract attention. Remember to include attention-getting devices in your pre- trade show mailings, trade show circulars and other printed materials.

Trade Show basics that will help you get the most out of your first trip to the trade show floor --

What can you do to make your first trade show an unforgettable success? Keep in mind, for starters, that your first foray into a trade show is your introduction to the business community. If you're planning to find great leads--and if you hope to make your trip worthwhile--then you’ll need to take some time to learn exactly what goes into a successful trade show. Consider the following:

First, before you go, make sure you're attending the appropriate trade show for your product or service. Will the trade show attract your target customers? Does the trade show have good enough attendance to justify your investment? Call past exhibitors of that trade show to find out what kinds of people attend the shows, and try to find out how well those exhibitors did.

Many businesses fail to understand the significance of trade shows. Before you even complete your registration, establish your goals for the trade show event. Ask yourself why you are exhibiting at a particular trade show and what specifically you want to come away with. Set clear goals. Don’t say "I want a lot of leads" –say “I want 100 leads”.

Also, think carefully about what you want to exhibit at the trade show. Many first-timers make the mistake of bringing every item in their line to the trade show, instead of focusing on the few most exciting products. Seventy-five percent of people going to trade shows are looking for something new.

During the trade show, be sure to project a professional image. This means, at the least, never leaving your booth empty. You should arrange for someone else to cover the trade show booth if you need to get food or take bathroom breaks. It could be a friend or even a temp if the trade show is out of town. Be sure, though, to train any fill-in person to answer prospects' questions.

Remember, although you're at the trade show to sell products or services, the trade show is essentially about making human connections. Find out as much as you can about your prospects by asking questions, and collect quality information for your records. During conversations with each prospect, take notes on a small notecard and ask them how they would like you to follow up.

After the show, deliver on any promise you made on the trade show floor. Use the notecards you wrote during the trade show to help jog your memory and to make sure you've hit all the bases. Evaluate the trade show and your participation. Did you get a return on your investment? Attention to detail matters--not just buying the trade show booth and showing up.

More Trade Show Basics

The first day of any trade show is typically a "kick the tires" day—the day buyers, distributors and sales representatives look for the next great product. The second day is the return trip, and the third day is the closing day. You should be ready to talk, present, pitch and sell, and to do that right, here's the information you'll need.

Most industries and/or product categories have trade organizations that regularly organize trade shows, and 90 percent of those trade shows are usually held in the first quarter of every calendar year. Typically, there are one or two major trade shows per year that offer you the opportunity to debut your product. The larger trade shows attract people from all over the world, including retail buyers.

Most of those retail buyers have several years' experience and often make several appointments in advance with existing clients and/or manufacturers attending a trade show. They typically have an agenda or buying criteria based on a unique buying profile, usually created by the store they're representing. In simple terms, they have certain categories and price points they're looking for as well as strict budgets. Planning is critical for buyers, often done one year in advance and season by season.

Once you've identified your trade organization and zeroed in on the date and time of your first trade show, it's time to create your presentation for soliciting and securing orders. When introducing your product to the industry, avoid showing prototypes unless you have several items and the purpose of the prototype is to obtain market research. Showing prototypes often results in an impression that you're not ready for market.

Which brings us to a good rule of thumb: Be ready for your trade show in print, presentation and pitch. This is your moment in the sun—do whatever you can (within budget) to showcase your product. You don't have to spend tons of money—you just need a good product, an attractive four-color display, sales sheets, busines cards and a tremendous amount of enthusiasm.

Have at least 12 samples of your product for review. Some first-time trade show exhibitors use prototype packaging; if the boxes are printed with a high-gloss coated print, this can look like the real thing. But beware: Most buyers are sophisticated enough to recognize the difference. Have that four-color sales sheet on hand—that's the only reminder buyers will have to look at later when they're making their decisions, so be sure it looks professional. Plus, you can use it as a self-mailer for follow-up on the stack of business cards you'll acquire once you successfully showcased your product.

Keep in mind, large corporations often spend hundreds of thousands of dollars at trade shows to get their messages across to the same buyers. The secret to winning the trade show game is pre- and post-promotion via direct mail to key buying individuals attending the trade show. The ultimate secret is to stay in their faces and promote all you can. If you're seen enough, your message will be delivered. In the world of trade shows, simple is good, sexy is great!! And image is spectacular.

Here's a message from the Trade Show Coach, Susan A. Freidman:

Summary: To get the most from attending a trade show, you have to a clear strategy in mind. Knowing what you need to accomplish before, during, and after the show is the first step toward success.

The View from The Aisle: Attending A Trade Show

by Susan Friedmann How many teams does your company send to a trade show? Unless you work for the very largest of Fortune 500 companies, the answer is probably one. It’s very rare for a company to send two teams to a show. Instead the same small group of staff members have to pull double-duty at the trade show, acting as both booth staff and gathering relevant information. You’ve spent lots of time and effort concentrating on how to be the very best exhibitor. But are you prepared to be an attendee? Getting the most out of a trade show requires careful preparation. With two important tasks –exhibiting and attending – to balance, planning becomes even more important. 39% of all trade show attendees spend less than eight hours visiting a show – and exhibitors who have a booth to man have a mere fraction of that time span available. 

To get the most from attending a trade show, you have to have a clear strategy in mind. Knowing what you need to accomplish before, during, and after the show is the first step toward success.

Before the show: Make a list of the goals you want to achieve by visiting the show. Include your own personal goals and those of your company. Every subsequent decision that you make should put you closer to achieving your goals. Read through the trade show promotional materials carefully. Use the knowledge you’ve gleaned to make a plan for attending the show. Include a list of ‘must see’ booths and ‘want to see’ booths. Spend a little time researching the vendors, so that you’ll have a clear idea of who you need to see, and what you need to learn from them. That way you’ll have useful questions to ask, and will have to waste a minimum amount of time with small talk. Decide how much time you want to spend at the show, and then allot an appropriate amount to each booth, making sure to schedule the ‘must see’ booths first. That way if your day is abruptly cut short, you won’t miss the most vital exhibits. Consider making appointments with those exhibitors you really want to meet with. If co-workers are attending the show with you, divide the show up into sections. Each team member can sit in on different seminars to maximize the amount of information gathered by the entire team. Once you’ve decided who you need to see, get a map of the show floor and prioritize your route. Walking a trade show can be an exhausting exercise, so make it easy on yourself by securing a hotel room close to the convention center. Booking your room well in advance will allow you to enjoy discounted rates. When you’re packing, be sure to bring a comfortable pair of walking shoes, a lightweight outfit, and plenty of business cards. Additionally, develop a lead form to record vendor names, products, contact information, and any follow-up notes you’ll want to remember after the show. You’ll want a light carry-all bag for the materials you gather during the show. Avoid plastic bags, as they will cut into your hands and become unbearably heavy after hours of walking. During the show: Upon arriving in the convention city, obtain a map of the locality. It will make your life much easier and save you valuable time. The next thing you’ll want to do is consult the latest version of the trade show directory and revise your carefully made plans. Exhibitors may have dropped out or arrived unexpectedly, or seminar times may have changed. Check your coat and bags before stepping onto the show floor – you won’t want to lug them around for hours. Don’t just grab every brochure that’s offered to you. Collect the information that is of interest to you or that could be valuable to others in your company. Many exhibitors will gladly mail literature and samples, which relieves you of having to carry them around the exhibit hall. Use your lead forms or a small notebook to record the most vital information. Let exhibitors know that you are on a tight schedule. They want to make the best use of their time as well, and will gladly cut to the chase with you. You might have to push a little bit to get the answers for questions you really want. Sometimes booth staff simply do not have the answers you require. In that case, ask who you should contact at their firm for follow up. Trade shows are the ideal opportunity to gather information about what your competitors are doing. It’s often the first glimpse you’ll get of new product releases, special programs, or fresh marketing initiatives. Make a point to talk with the booth staff, but don’t ask overly technical or pointed questions. More likely than not, the exhibitors won’t be prepared to answer them, and you’ll be tipping your hand as a more-than-casually interested attendee. A simple “So, what do you guys have in the pipeline?” may reward you far more than any carefully-worded queries about technical specs. Don’t be shy about by-passing booths that do not interest you. The exhibitors won’t mind. They want to devote their time to potential customers. At the same time, keep your eyes open for networking opportunities. Industry leaders haunt trade shows, and they’re great people to know. Be social at workshops – now is the time to hand out some of those business cards you’ve brought along. Take regular breaks to hydrate and make notes. The notes will help you write your trip report, and the water will keep you healthy and moving. Convention centers are notoriously dry, hot environments – be prepared. After the show: Long hours on the trade show floor are enough to wipe anybody out. But before you flop down on the bed for forty well-deserved winks, take some time to organize the information you’ve gathered. If it’s for co-workers back at the home office, sort it into envelopes and address them to the relevant person. If the information is for you, sort it by priority, affixing sticky notes to jog your memory after you’ve returned from the show. Take a moment after the show to make note of any exhibits or displays that you thought were particularly effective. What did they do that you could implement in your own company’s marketing campaign? Be sure to follow up with new contacts and vendors after the show. Having a clear plan of action will make sure that the time you spent at the show was a worth-while investment. 

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. 

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