subject: 7 Things You Should Know About Trade Show Exhibits Before You Set Up Your First Display [print this page] As with any form of marketing, there's an easy way to learn valuable lessons about trade show exhibits, and there's the hard way. In this case, the hard way can be costly, time consuming, and completely unnecessary. For a smarter solution, here are 7 things you should know about trade show booths before you set up your first display.
1. Simply showing up at your trade show booths will not make you successful at the show.
Seriously! Just because you rent the space does not mean that the investment will pay for itself. You've only paid for access to an audience of buyers, but there's more to be done such as: train your staff, create a promotion that attracts qualified prospects, and design your trade show displays to entice the right visitors.
2. Labor can be very expensive, and sometimes it's even worth it.
You might be surprised to see how much you'll pay somebody to set up your trade show booths, hook up your lights, rig a hanging sign, etc. Especially if it's on a weekend. The labor rules in most venues require you pay a substantial wage which can add up quickly, even when the services don't. To minimize labor costs, use trade show displays which are easier to set up and line up dependable contractors in advance.
3. If you don't plan well, you can blow your budget.
You can never plan too far ahead... especially for shows that are overseas. A budget is generally set with the best-case scenario in mind, without room to pay for late fees and rush charges. After several shows, you'll learn what you really need to order and what you can skip.
4. Everyone wants to help you decorate the exhibit. Nobody wants to help track the leads.
When it comes to designing your trade show booths, you'll get more help than you need. In the time leading up to the show, staffers will be eager to offer ideas, yet after the show you won't get similar participation in tracking the leads from the show - which is, after all, the reason you designed an exhibit to begin with. To spark some ambition, simply inform colleagues that you won't have an exhibit next year without proving the results from this year's show.
5. Most booth damages occur during the first 10 minutes after an exhibit closes.
When that voice booms out of the loudspeaker to say "The show is closed, see you next year," this is heard by most booth staffers as "Drivers, start your engines!" Staffers are in a hurry to win the race out of there, and if you have portable trade show booths, this is the moment where it can get broken by being shoved in its case as quickly as possible. Choose durable trade show displays, better packaging, and have a firm conversation with staffers before that closing alarm. If you're the one who wants to win the race, take a deep breath and slow down because you could make a costly mistake in rushing.
6. It's difficult for booth staff to get their first lead.
In our lives, we each go through various rites of passage, such as learning to ride a bike, the first day of school, and the most nerve wracking of all: getting that first lead. To calm your nerves, just remember that booth visitors actually paid to visit the show, and most visitors are shopping for solutions which your products may provide. Practice the process of engage, qualify, present, and close... and you'll see how easy it is!
7. Working at trade show exhibits can be addicting.
Some people can't wait to return home from the hard work and long hours away from friends and family. For others, working at shows is a calling... a lifestyle. There is jazz in the performance aspect, direct client contact, and there are relationships built before and during the show. The most addictive element of all is creating a successful marketing program in a medium based on the value of face to face interaction, and helping bring substantial revenue to your company in the process.
