How to work a Trade Show

Our author gives some valuable information for those exhibiting and those just attending. Take a gander.

For those Exhibiting:

* Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.

* Read the promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations.

* When you receive the exhibitor's kit, read it carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power. In many cities, you will be hiring union workers to carry your displays and materials in and out of the convention center.

*If you can't afford to buy a custom display, be creative and make one. We create a SBTV "studio" on the expo floor by renting stools and bringing along our own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can.

* Create a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.

* Set up a schedule that lets you work in the booth part of the day. You also need time to walk the floor to make contacts.

* Bring a clever giveaway. The hit of the Chicago show was an elegant, battery-powered pen given to guests at a cocktail party sponsored by ING Aetna Financial Services.

* Bring a supply of chocolate or mints to serve as magnets to passersby.

* Bring your friendliest employees. You want high-energy, happy people in your booth. They must be well-groomed, attentive and not chewing gum, sitting or talking to each other.

For those attending:

* No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.

* Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.

* If a reporter or producer approaches you, give them a good quote for their story.

* Rather than carrying around heavy brochures, collect the cards of serious prospects. Say, "So many people were interested in my products, I've already given all my brochures away. But, I'd love to send you one as soon as I get back to the office."

* Distribute postcards. Unlike a heavy brochure, postcards are light and easy to carry. They are also very inexpensive to print. For about $500, you can get 5,000 postcards made by 1-800-POSTCARDS.

* Bring three times as many business cards as you think you will need.

* Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket.

* If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.

* If money is tight, contact the organizers and volunteer to help in exchange for free admission.

To learn more about each bullet point please read the referenced article. For these are all worth taking note and commiting to memory for that all important next show. You can never have too much preparation when it comes to the future of your business.

A Smash Hit Displays offer a variety of portable pop up display, portable banner stands, portable folding booth, custom fabric tension exhibits, custom backlit exhibits, portable carpet, and tradeshow tables to assist our customers with their booth space needs. But, its our expertise that we try and impart on those same customers to allow them some insight into the trade show arena. For, "you can give a man a fish and he'll eat for the day, but if you teach a man to fish he'll eat for a lifetime."