Plan for your show at least 4 months in advance. You
can request a weekly planning guide by clicking here.
When selecting your show space focus on traffic patterns.
Study how traffic might move through the exhibit hall,
and pick your location accordingly. Note high traffic
areas on the floor plan, for example, near entrances
or exits, restrooms, and food areas.
Set specific show goals such as the number of leads.
Multiply the number of attendees by 16%. That should
be your lead count goal for the show.
Always ship your freight to the advance shipping warehouse.
You will save big money in shipping, drayage and setup.
If you are in a pinch and need to get your display or
graphic to a show immediately consider using a dash or
counter to counter service provided by the airlines.
It may cost you less that you think.
Trade Show Budgeting
How the average trade show budget
25% Space Rental
22% Show services
15% Booth Construction
7% Special Advertising
4% Pre-Show Promotion
Design with the prospect in mind
An effective exhibit design must tell you prospects in
a few seconds:Who you are, What you do and the benefits
of your products or services.
Don't Create Barriers
For small in line booths be careful not to create barriers
when designing you booth. Place tables on the sides and
leave the front of the exhibit open so prospects can see
your display from the aisle.
Before you begin the design process make a list of what
the exhibit needs to do functionally. Will you need storage
or counter space, What is the height restriction of the
event. Remember form follows function.
Communicate your message with large powerful graphics that
will grab your prospects attention.
Be aware of the physiological effects of color:
Blue = Calming
Red = Emotionally Charged
Yellow = Attention
Green = Positive & Calming
Orange = Cheap
Pastels = Welcoming
Black = Powerful
White = Honesty & Purity
Platinum = Premium Quality
What Not To Do
Never eat, drink, smoke, or sit while in your booth.
Don't just pass out literature because most will end up
in the trash.
What To Do
Focus on gathering qualified leads.
Design an effective lead card to record your prospects
The lead card should quickly qualify the prospect.
Remember AMT to Qualify Leads
A Authority = Are they the decision maker, If not who is?
M Money = How much is the prospect currently spending?
What is the budget?
T Time = What it the time frame for the purchase?
You sell more by listening than by talking
Use an opening tagline with prospects that opens a dialogue.
Do not use closed ended questions like: "How are you?" or
"May I help you?"
Instead use open ended questions like:
"Good morning, what is your primary interest at the
Modular Display Savings
Consider using portable and modular exhibits instead of
custom. Modular exhibit systems provide more flexibility
and save you as much as 50% on shipping, drayage and labor.
Save on Shipping
For smaller displays consider shipping your exhibit to
your hotel, then hand carry it into the show. If you send
it to the show site, you are likely to incur a drayage
charge for the minimum weight which can be very expensive.
Plan ahead and order show services (electric, labor, phone
lines) before the advance deadline. This can save you as
much as 40%.
Additionally, Be sure to bring a copy of your completed
orders to the show floor. Show management companies are
notorious for losing your paperwork, resulting in higher
at show rates.
Make a List
Make a list of the items you may need on the show floor.
This may sound obvious, but careful use of a good checklist
can eliminate the need for last-minute at-show purchases
(such as tape, cleaning supplies, etc.) that have a huge
Can the Trash Can
Buy your own trash can for about $3 instead of paying as
much as $15 to rent them at each show.
Cut the Cords
Buy extension cords and power strips prior to the show.
Extension cords cost about $5 at a discount store. You'll
spend about $20 to rent one at the show. Make sure the
cords are UL-approved and will carry a 20-amp load.
Vacuum Up Savings
Bring your own mini-vacuum and forget the overpriced daily
fee to hire the cleaning service.