Top 10 Trade Show Booth Best Practices Article Review
Posted by Valerie Hurst on Fri, Mar 11, 2011
The Top 10 Trade Show Exhibit Best Practices article written by
Darrell Zahorsky has some very worthwhile event marketing information particularly for small businesses when choosing shows.
- Picking an offbeat trade show makes sense depending on who the company's focus market is. Although you may have a product or service to offer that has a whole show built around it, perhaps there is a particular show that hones into a target audience that makes better sense.
- Speaking with past exhibitors in addition to listening to show management -- is smart to best understand show history, past demographics, and changes that have been made to improve attendance and the show in general.
- Create a buzz using marketing and advertising to influence existing customers, potential customers, and registered attendees to promote your presence at the trade show.
- Staff smart. Ensure that you choose booth staffers that will best represent your company's brand and have knowledge about your products or services while being engaging with attendees. Motivate booth staffers as well.
- Follow-up with leads while you have attendees' mindshare. Don't wait until a month after the show. Rather have your sales team call within two weeks after the show, and it is even better to send a thank-you email to attendees within days after the show and follow up with the phone call.
- Order event services in advance of deadlines and using these show service order tips.
As Darrell Zahorsky (2011) mentions, "According to the Center for Exhibition Industry Research (CEIR), business-to-business spending for trade shows is third to advertising and promotion." This means that taking the time to research shows before deciding to invest and exhibit at them is a very important step in when spending your small business marketing and advertising dollars.
Need assistance in researching and exhibiting at an upcoming show you are considering?
