SageDisplays.com

Most trade shows are designed with a specific industry or audience in mind. Those who attend view trade shows as an opportunity to see what's-new in their industry and talk to many companies in a short period of time--making time outside the trade show for those companies they are interest-ed in doing business with. For companies who participate in these trade shows, it is an opportunity to make contact with customers and prospects who they might not otherwise have an opportunity to reach. Those who are successful at trade shows understand this and focus on:

1. Getting people in the booth.

2. Making the most of each contact.

By doing so, they are able to establish and qualify leads that they can then convert to sales after the trade show. In addition, they gather valuable information about their target audiences that can be used to make marketing their products and ser-vices even more successful in the future. Here are a few serving suggestions that will help you make your trade shows more successful.

Before The Tradeshow

Determine the key messages you want to communicate in your display, materials and personal presentations.
12 to 8 weeks before the trade show, develop your trade show graphics, pre- and post-show mailings and brochures and handouts.
4 to 6 weeks before the show, begin sending out pre-show mailings every two weeks letting people know where to find you and why they should.
If your budget only allows one pre-show mailing, send it out at least one week before the show.
Order premium items or giveaways with your logo and theme or tagline--most require six weeks lead time.
Assemble your display to be sure it is clean, all pieces are intact and in good working order.
Check with trade show management to find out about shipping, receiving and set-up instructions. With pop-up style displays, you may be able to take care of bringing and setting up the display yourself.
Twelve weeks before the show, consider sponsor-ing a hospitality suite on the trade show premises or at a nearby hotel for more personal conversations with key prospects. Make arrangements early so to ensure availability.
Ensure you have plenty of brochures, handouts and business cards--running out can cause you to lose out on opportunities.
Meet with people who will be representing your company at the trade show to ensure they are knowledgeable to talk with customers. At The Show
Business dress is still appropriate for most trade shows. There is also a trend toward matching corporate- logo polo shirts with khaki pants.
Have all materials out and be prepared for traffic before the show starts.
Do not set tables or obstructions near aisles that create barriers for people entering your display area.
Keep your display area tidy and neat at all times-- no empty cups, wrappers or boxes, coats, purses or packing materials left lying around. And do not eat, drink or smoke in your display area.
Keep brochures and handouts handy, neat and orderly. Get them into the hands of as many people as possible--that's what they're for.
Get business cards from everyone you talk to and write notes about your conversation so you know what they're expecting from you. You'd be surprised how much you can forget after 20 different conversations.
Keep conversations focused on learning about your customers' needs, how your company can help and setting up meetings for after-the-show sales.

After The Show

Follow-up, follow-up, follow-up--we can't stress this enough.
Contact people without delay to set up meetings.
Send out any information you promised to people during the show.
Use the business cards or names you collected at the show to create a database or mailing list.
Send out post-show mailings within two weeks of the trade show.
Meet with others within your company to pass on feedback you gathered at the trade show--both positive and negative.

Serve Yourself Success

Tradeshows are a great opportunity to make new contacts and make your message heard. Follow these suggestions, and you'll find yourself serving up a healthy helping of success.