Critical Issues for Exhibitors

The following critical issues exist for exhibitors before, during and after their trade shows.
Exhibitors should specify detailed marketing objectives they desire from trade show participation; a show should not be viewed as a separate event, but as part of their overall marketing process. Some of the pointers have been shortened, so for those who desire the full explanation reference the attached article.

Exhibitors should research and select the right show to achieve their objectives i.e. (shows that attract decision-making attendees interested in your product or service). Look carefully at the show's history, the companies that exhibit, and attendee profile information.

Make the participation decision with sufficient lead time to plan properly for the show. Our author volunteers 16 weeks is minimum time frame to take full advantage of the pre-show marketing opportunities and discounts.

Set specific, realistic sales objectives (e.g., number of qualified leads or new customers) for the show and plan strategies to achieve them.

Work with show management well in advance to find out requirements and restrictions, and find out what services they can provide (e.g., signage, rental of displays/furniture, hotel and transportation discounts, special entertainment or VIP services, pre-registration list of attendees for pre-show promotion).

Make sure you get a copy of the exhibitors manual and review it carefully.

Plan and purchase your tradeshow popup exhibit, truss walls, fabric trade show displays plus trade show counters combined with your folding trade show booth, since freight, both to and from the convention center as well as within the convention center, will be a major part of cost. Many convention centers allow companies to set up a tradeshow popup exhibit without use of labor.

Select and train booth sales staff.

Have a system in place for lead qualification and follow-up.

Being the premier tradeshow supplier, we offer as much guidance as our customers request for their upcoming shows. We are a resource of which many have taken advantage. Our expertise will help you conquer your trade show fears and allow you to achieve your trade show goals.