subject: 10 Quick Tips for Anyone New to Trade Shows [print this page] 10 Quick Tips for Anyone New to Trade Shows
Trade shows can intimidateanyone new to exhibit marketing, but the best course is to dive into the pool.The following tips from the shallow end of the pool will get you started. When it's time to swimlaps or do a swan dive, go to Trade Show and Event Tips for 49 articles guaranteed to turn you into Michael Phelps (or Mark Spitz for those of us with gray hair).
10 Tips forany Trade Show Novice:
A trade show is neither a vacation nor a death sentence. Although it may feel like a death sentence during tear-down.
Be nice to the labor. They can solve most of your problems or create massive headaches. Try to follow the Golden Rule . . . until they piss you off. When they do,contact your I&D labor provider or show management. And remember that thelaborers in your booth didn't write the show hall rules. If you disagree with the rules,contactyour I&D labor provider or show management but don't take it out on the guy or gal assembling your display.
Breath mints are more valuable than gold or platinum at a trade show.
Comfortable shoes are more valuable than breath mints, unless you are already wearing comfortable shoes but chatting with someone who clearly needs a 3 lb. breath mint.
Rule of Three This isa sad but true fact regarding labor at most trade shows.Ifthree people are assigned to your booth,one person will be a star,one person will be average,one person will be a dufus. Hirenine people and you are guaranteed to have three stars and three dufasses. Sometimes you get lucky, and the ratio works in your favor. Sometimes not (I could name show halls wherethis is almost guaranteed to happen, but I'd have tocheck under my hood every time I start my car).
No two shows are the same. Think ofeach showas afirst date. Look your best and do your homework about the show,the attendees, and your competitors.
Every exhibitor has a "Joe." He drinks too much, he gambles too much, and he wanders around too much.He's likethe explorer Ferdinand Magellan, constantly circumnavigating the show hall. Abouta half a dozen times a day, you'll wonder what happened to Joe.Five minutes ago he was sucking down his third espresso,leaning on the counter, andogling anythingwith two X chromosomes. Suddenly he's gone . . . AGAIN.
Be ruthless about evaluating your show graphics. Everything else is secondary. Replace them BEFOREthey need to be replaced.
I Bet You 50 Bucks You'll ForgetOne of the Following: wire management for the exhibit, cleaning supplies, business cards, belt (happens to me at least twice year . . .twobeltsin Las Vegas = one mortgage payment),lipbalm (again, crazy, ridiculously expensive in Vegas), phone charger, or your moral compass.
FINALLY, work with professionals, whether it's a graphic designer, anexhibitconsultant, or a certified trade show manager. Trade show exhibit marketing is a craft learnedthe hard way through trial and error. It's easy to burn through a lot of money before you finally figure out what works and what doesn't work. Don't stumble through a year or two of mistakes when you can rely on experts who can save you time, money, and embarrassment.
Bonus Tips: For goodness sake, get some fresh air and a little sunshine once in awhile! Your mood will improve by a 1000 percent. And just once, put on the workout gear that you bring to every show and repack (unused)in your suitcase. Exercise is healthy.
