Grow Your Business: Maximize A Trade Show Opportunity

With Trade Show season in full swing, corporate marketing professionals and meeting planners are designing and ordering signs, banners, retractable banner displays, table cloths and promotional items to help them stand out in their unique and competitive market.

But trade shows aren't just for large corporations and product distributors. Many small businesses and solo entrepreneurs can find new customers or clients at trade shows that target their own unique market.

Here are a few tips to help you make the most of your trade show opportunities.

How should I choose which trade show to attend?

• Ask your customers or clients what trade show they attend.
• Ask host organizations which companies exhibited at their trade show last year and contact a few people to ask about their experience.
• Don't underestimate the value of a smaller show. Traffic might be lighter but the focus of the meeting or convention is probably narrower, allowing for higher quality leads and contacts.

• Take time to find out the size of the space and what will be provided; typically a 10'x10' space with a skirted 6' or 8' table. 
• Large shows might offer different prices for different sized spaces, charge more for premium locations, and assign you a space number in advance. At smaller shows, it's often first-come, first-served so be sure to show up early and claim a high-traffic spot near the food and drink table, the entrance or the exit.
• Plan ahead by setting up the display in your office first. Aim for an attractive, uncluttered look in the space you have to work with. Limit your printed handouts to two or three rather than overwhelming people with absolutely everything you have.

• There's a staggering array of trade show items available, from simple tabletop displays to elaborate custom-built booths. Browse a trade show catalog for ideas well in advance of the show.
• Purchase the highest-quality items you can afford, including design. Poorly designed graphics and low grade hardware do not convey a professional image. You've already committed to the exhibitor fee, travel expenses and time. Why ruin it with an amateur image once you're there? Well-designed graphics and quality materials should last 5 years or longer. 
• Expect to pay $300-$700 for a polished arrangement of items to fill your exhibit space. Maximize the value of your investment by considering how you might use the items in your office or shop between trade shows.

• Preparing for a trade show is a perfect motivator for sprucing up your brand. Consider contracting a professional logo design that can carry through all of your marketing and sales pieces: signage, business cards, direct mail, newspaper advertising, vehicle graphics and more. A good brand design can last the life of your business and will pay for itself many times over. I guarantee you will feel better about your image and also attract higher-quality customers or clients. 
• Don't try to sell too many services, products or ideas at once. Convention attendees have a limited amount of time to browse through all the exhibits. Grab their attention and enjoy some quality time chatting with many potential customers and referral partners.
• A game or prize drawing and a useful or memorable promotional item will help you stand out from the crowd. Browse a trade show catalog for some great ideas.

• Stand, rather than sit, near or behind your table and look approachable. Nothing repels people more than exhibitors who ignore attendees to spend all their time talking with a coworker or another exhibitor.
• Introduce yourself to people who approach and show interest in their needs. Hand them a promotional product or informational brochure. 
• Ask thoughtful questions to determine their need for and interest in your product or service.