1. Decide on why or why not to attend each show.
Does it fit with your overall plan for exhibiting?
2. Set measurable goals for each show.
Be specific! Don't just say, "to get leads" or "sell product." Instead ask, "How many leads?" or "Sell to how many new customers?"
3. Create a theme for your exhibit.
This can be consistent for all shows or specific to each show. The most important thing is to make it relevant to your message and carry it through all aspects of your participation in the show.
4. Design your booth display.
Start by evaluating if you can use what you have or need to start over. Remember to tie in with your theme.
5. Plan your publicity.
How can you gain the attention of the media? Create a publicity schedule and follow it.
6. Utilize pre-show promotions.
To neglect this step is the same as having a party without sending out any invitations!
7. Train and inform your booth staffers.
Don't take for granted that they already know your goals or how to best represent your company (this includes dress code). Keep everybody in the loop!
8. Decide what you will use to attract people to your booth.
If using a giveaway, remember to have it reinforce your theme.
9. Do timely follow up.
Strangely, many exhibitors skip this step or else fail miserably. Instead, this should be considered the most important part of the process! Again, it should reflect your theme.
10. Continue building your image by evaluating your exhibiting experience.
What worked? What didn't? Use the information you gain to improve for next time.
©1999 Marlys K.
Arnold
Marlys K. Arnold,
ImageSpecialist, consults with both companies and individuals to
help them build a better trade show image. Her experiences as both
an exhibitor and a show organizer offer her a unique perspective on
trade show exhibiting. An active member of Meeting Professionals
International (MPI), she is also the
author of Build a Better Trade Show
Image (2002), and the
host of the Trade Show
Insights podcast.
For
information on reprinting this article, please e-mail
Marlys or call
816-746-7888.
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