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Additional resources

Trade Show Presentation: Tips that will help you get the Most Out of your next Trade Show Event

Trade shows can be great opportunities for presenting your company and showcasing your products and services to potential customers and clients. But to get the most out of your trade show experience, and get the greatest return on your investment, you have to carefully plan, prepare, and follow-up after the trade show.

It is estimated that 110 million people attend more than 4,000 shows in the United States and Canada every year -- and those numbers are increasing. Surveys show that customers place more importance on trade shows than on trade magazine articles and regular sales contacts when it comes to make buying decisions. Most trade show attendees are there because they have some influence on purchasing for their company. They will want to learn the details of how your products and services work, see what your offering looks like, meet with your company representatives, all while evaluating the competition. For these reasons, putting together a stellar trade show presentation can be crucial to the success of your business.

Your main goals as an exhibitor will be to use the trade show to reaffirm existing business relationships, identify new customers and potential partners, and scope out the opposition.

The Importance of Proper Planning

Even more important than having a terrific trade show presentation is choosing the right trade show event. You will not succeed if you choose the wrong trade show or shows for your business. To figure out which trade show is right for you, you may want to check with your industry or trade association for referrals and a trade show schedule. Many groups have Web sites, and other Internet resources offer good starting points to find schedules and contact information.

The Next Step: Preparation

Once you select which trade show you want to attend, prepare to exploit the opportunity. You'll have to ask yourself some questions, such as: What´s your trade show presentation budget? What about staffing? How about your trade show booth design? What will your signage needs be? Should you engage in special promotions or send direct mail? Should you create custom items for trade show giveaways? What sort of product demonstrations should you give? A lot depends on how much money you have to spend for your trade show presentation. High-tech displays and multimedia trade show presentations are eye-catching but they are also expensive, and they may not be as cost-effective as a couple of well-trained staffers armed with fact-filled sales brochures, a useful trade show giveaway item and a smile.

Trade Show Presentation

With your commitment made to set up a trade show exhibit, how will you execute your trade show presentation? You should go over the details before you arrive at the trade show. Don't leave the planning to the last minute. An important prepatory step in putting together your trade show presentation is selecting the right people to staff your trade show booth. It's a good idea to conduct preshow meetings with your staff to identify goals and objectives and agree on guidelines for interacting with visitors and qualifying customers. Make sure your staff understand the importance of keeping the trade show booth staffed by at least one company representative at all times. When you get to the trade show, and are setting up your trade show booth, you may want to consider placing company literature and trade show giveaway items at the back of your trade show booth space so interested attendees will have to come inside to get them. And don´t make the common mistake of blocking the trade show booth with tables. This can prohibit traffic flow into your trade show presentation area. In general, you should plan to arrive early, work hard and stay late. Be courteous and helpful to visitors. Treat big customers with care and listen closely.

Don't Forget to Follow-up

Remember to hold a postshow debriefing with your staff to let everyone share what they heard and learned during your trade show presentation. And, it doesn´t end there. In addition to all the work that piled up while you were away, now you have to follow up on every lead generated during the trade show. Those leads, and your resulting sales, are the real payoff from an effective trade show presentation performance.

A Trade Show Presentation – keeping the crowd awake and alert

Exhibiting at a trade show is one of the best ways to get in front of a large number of customers and prospects in a short period of time. Generally trade shows can be even more effective than on-site visits from your sales reps, and putting together an effective trade show presentation is the key to maximizing your returns. But rather than incorporating a typical and very standard multimedia presentation, consider using entertainers, magicians and actors to attract delegates to your booth. An effective trade show presentation these days needs to offer trade show attendees not only a reason to visit your booth, but a compelling reason to stay. After all, they have a myriad of options at any event – all they need to do is keep on walking and they can easily be attracted by the presentation or entertainment at the booth adjacent to yours.

Trade show presentations give you the opportunity to demonstrate your products and explain your services face-to-face, allowing you to make more sales and create that all important first impression. But with all the time and money your company has invested to exhibit at a trade show, you don’t want to leave anything to chance. Now, you can leverage the power of a trade show presentation to draw attention to your booth and make the perfect presentation every time.

For instance you might like to contract a trade show magician to stroll around the trade show to wander through the crowds performing small tricks and illusions that promote your product. Strolling trade show magicians are great for capturing an audience that might not have stopped at your booth on their own. More often than not, once they have seen the magician the delegates will actually seek out your booth later on.

Disclaimer: The information provided on this website is for general discussion of matters of interest only. The owners of this site do not represent that the information contained herein is accurate, verified, current, comprehensive, or complete. For this reason, you should neither rely nor act upon any of the information contained in these pages and, if you do so, it will be entirely at your own risk. In no event will the owners of this site, their related partnerships or corporations, or the partners, agents or employees thereof be liable to you or anyone else for any decision made or action taken in reliance on the information in this site.

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