We all think and remember things in threes and fives. I was reminded today of five tips to get the most out of a trade show. This is from our colleague, Malcolm Gilvar, at The Trade Group here in Dallas. Mr. Gilvar is EVP of Sales at the Carrollton-based exhibit company. His five tips:
- Train your staff.
- Set goals and objectives.
- Have an effective exhibit design.
- Measure what you do.
- Leverage new technology.
Staff help your exhibit and your presence at the show be remembered. Management should be engaged and everyone should be on the same page. As we say often in this space, “if you train your staff right, you can exhibit on a bare piece of concrete.”
Know what you are trying to accomplish before you go. Who are you going to meet with, what is your key objective for being at the show, what do you hope to come away with?
As Mr. Gilvar points out, the average trade show visitor takes 3 to 5 seconds to make a judgement about your exhibit and your company. Design your exhibit as a useful, workable and exciting space for your visitors. Graphics, structure, product or offering placement, staff integration all play a key role in engaging the customer from the git go.
Start working the show before you go. As he points out, Mr. Gilvar says “PAPM” is the best way to think about this part of the process–pre-show, at-show, post-show and measurement. By setting measurable goals first (see #2 above), you set yourself up for success.
New and social media are the best and latest way to leverage the whole experience. Be sure and engage your customer on all levels.
Thanks, Malcolm, for a great set of tips. Congrats on the story, too.
TTSG
