A Simple Formula for Exhibit Success

No matter the size of your exhibit, the number and type of trade shows you go to or the industry you work in, the ingredients for a successful exhibit and show are the same.

Recently I was asked to speak to a local chamber of commerce in advance of their annual business expo.  As with most chamber and local association exhibitions, the spaces are usually tables or 10x10s and the exhibitors are local retailers (restaurants, B-to-C businesses) or service providers (banks, financial planners, security companies).  However, the things you need to do to have a successful show are universal.  The list of things to do looks something like this:

1. Prepare before the show–have a plan and strategy and prepare your targets.
2. Know your booth and the logistics that go with it.
3. Know the rules of good boothsmanship.
4. Know the how, when and why to walk the show floor.
5. Do something with your leads after the show.
6. Prepare for the next show or shows.

Being prepared is the best thing you can do. Have a mailing go out to your invited guests so they know where to find you at the show.  Showmanship isn’t always about waiting for the prospect to come to you–ask them to come to you.

Do you have a booth? do you know how to set it up? Do you know what came with your booth package (a sign, electricity, cleaning, labor to set it up)? Do you know the rules in the hall?  Are your graphics correct?  Are you shipping the booth out in time to get to the show? Do you have a plan when the show ends?

Good boothsmanship starts with manners and being polite.  Remember these rules and nobody gets hurt:

• No eating, smoking or drinking in the booth during show hours.
• Don’t bring your briefcase or luggage to the show hall.
• Know how to take a lead and what to do with it–do you have a process for collecting information from visitors?
• Leave your mobile phone off–check it later.  Consider your shift in the booth as a long appointment that can’t be interrupted.
• Know how to engage visitors.  If you do this right, you can gather leads on a bare piece of concrete (but you really do need a booth).

Here’s a good article on in-booth etiquette.

Since you are at the show, know when to walk the floor to engage other exhibitors, attendees and show management away from your booth.  You will be surprised how much you can learn.

Since you went to all of the trouble to collect your leads, do you know what to do with them?  Do you have a process? Do the go to a central location or straight to your sales people?  Will you send a letter or make an in-person call?

What about next year’s show?  Or the next show on your schedule?  Do a post-mortem on this show now that it is over and write down what went right and what didn’t.  Share the data with your staff and leadership.

Good exhibitry is for exhibitors of all sizes and shapes.  Be smart and make it work for you to grow your business.

TTSG