Theresa is a colleague who came back from a Chicago trade show last week and we were swapping stories and catching up on trade show gossip (you will rapidly learn that everyone starts to know everyone else – it is a small world).

Theresa is pretty down-to-earth but has yet to really discover the power of the internet and when I mentioned this blog, her eyes seemed to roll backwards but, undeterred I agreed to let her loose on the blog and write this post.

Take it away Theresa:

Theresa’s Exhibition Survival Guide

I’m asked a lot how I plan for an exhibition and honestly I have been doing this for so long I no longer think about it consciously so as an exercise, I came up with the following guide.

1. Make sure you research your market and the show thoroughly – who is going to be there, what’s hot and what’s not – talk to your colleagues and contacts so you have something to say when you are in front of a prospect or customer.
2. Book early and grab the early-bird discounts; I always take advantage of booking early because I also get a large say in where I’ll be placed – I recommend you go for a long aisle and get next to a big corporate booth because they always generate a lot of traffic.
3. Read through the exhibitors’ kit carefully and make sure you complete all the forms and returns in good time – don’t get confused with dealing with two companies either – it’s usual to deal with the trade show management company and another for power/telephone and so on – coordinate everything ahead of schedule in case of problems.
4. Never attend without a press kit – always make a press kit up and then make sure you get it into the press room – don’t underestimate this as it is extremely helpful in building your presence both at the show and within the business community.
5. Don’t tie yourself to your trade show display – you also need time to walk around the show because this is where you are going to be making contacts as well.
6. Mints and chocolates are people magnets – make sure you have plenty laid out for passers-by.
7. Make sure you have a good giveaway – don’t be cheap or your frugality will backfire on you – also make sure it is something that stands out so apply your brain and come up with something original as well.
8. Staff the booth with the friendliest and most energetic staff you have – the day is no place for sour faces or lethargy.

Good Luck!

Theresa