Today’s guest post is from Reggie Lyons, our go to trade show expert from Skyline.  In today’s post he shares some great tips for anyone getting ready for fall and spring trade shows

Face to face marketing is more important now that it has ever been in building your small business. One of the most effective ways to get in front of prospective clients is by exhibiting at trade shows. This gives you as a small business owner the opportunity to give your brand a face. Here are five critical steps to your trade show success!

1) Determine Your Budget: Consider not only the cost to exhibit in the show and the display but also travel expenses. Also, consider the freight needed to ship your display and whether you will need assistance with install & dismantle of your display (depending on size). Don’t be afraid to start small, but also remember this is the face of your organization that you are representing.

2) Establish which shows are the best for your business. Reach out to your peers and clients in your industry and ask them which shows they’ve attended or exhibited at in the past. Consider going to the show yourself as an attendee before committing as an exhibitor to get a feel for the event.

3) Booth Design: Think Billboard, NOT Bulletin Board! You’ve got 3-5 seconds to catch someone’s eye as they stroll the show floor. Use eye-catching graphics that help tell attendees who you are and what you do. Keep text to a minimum, your display is a tool to drive traffic to your booth.

4) Show Promotions: Utilize social media, mobile marketing or email to promote your presence at the show. Give attendees a reason to stop by your booth! Let them know about new products that will be showcased, giveaways, speakers, or demonstrations.

5) Booth Staffing: This is the most important of them all! If you don’t have a plan for engaging and qualifying the people that stop by your booth you’ve wasted a lot of money! Discuss your expectations with booth staffers. Review housekeeping issues i.e. no eating in the booth, sitting, use of cell phones etc. Cover all the bases to ensure there are no surprises once it’s show time. Role-play scenarios for engaging attendees before you get to the show. Smile! Be careful not to oversell and listen to the needs of your prospects.

Lastly, after returning from the show, have a post show recap to get feedback from your team to discuss what went well and opportunities for improvement. Have a discussion while this is still fresh in everyone’s mind. Contact the prospects from the show and email/mail any post show literature, quotes etc.

About Reggie:

Reggie Lyons is a Trade Show Marketing Consultant for Skyline Exhibits by Larry Reitz & Associates. Reggie works with Indiana companies on creating trade show booths and displays and is also a contributor to the Skyline Trade Show Tips blog. You can also follow him on Twitter @RegLyons.

As a woman, I love clothes! And that is exactly what Shawn Quick-Raflik, of Fine Promotions and I talked about when she dropped by recently; CLOTHES. What do you wear to a trade show? What type of branded apparel looks professional, and makes a memorable statement in your trade show booth.

This often overlooked element is the final part of your preparation for the show.  Finding clothes which look good on everyone from the smallest woman to the largest man is often a challenge.  Be sure to leave enough time to find something which everyone will feel good wearing.  Why?  Because when they feel good about how they look, they will be more confident in their conversations with prospects and clients!

In the last few weeks, I have written several blog posts on the topic of trade show planning.  With the season for home shows and trade shows just around the corner, I have gotten feedback from readers who want more content on the topic.

Shawn Quick-Raflik, of Fine Promotions agreed to drop by and share some of her expertise on the topic.  One thing Shawn recommend is companies thinking about “out of the box” or memorable items.

To hear  more about Shawn’s suggestions click here

January and February are traditional home show and trade show months.  If you are planing on attending one of these events this spring make sure you do more than just show up.

For a small business, the investment in attending a tradeshow is significant.   Make sure you get your money’s worth buy keeping these four things in mind.

1. Pre-show planning and promotion – Let people know you will be at the event. Contact customers, prospects and vendors and ask them to drop by your booth.  Ask conference organizers for a list of attendees.  These lists are often available before the event.    Review who will be at the event, and develop a plan of attack
2. Exhibit and handouts  - Remember to leave lots of time to produce your booth and marketing material. (  Typical turnaround time for printing, is about two weeks.  Avoid rush charges by starting your design work now. ( Need a little help, call us! )
3. At the show – Trade shows are the ultimate “just looking”  event. Not everyone who walks into your booth is a good prospect. So don’t treat them all the same.  Instead of pushing hard for a sale in your booth, ask lots of questions of visitors.   Qualify the contacts and identify the people who will make the best prospects after the show
4. After the show – Successful after show follow up begins before the show.  Have packages of material prepared and ready to send as soon as you get back.  Then all you need to do is include a brief note, and slap a label on the package.    Clear your schedule for a few days of post show calls to set appointments and close the sale.

Are you considering participating in a trade show, home show or business showcase this year? If so, here are a few tips which will help you make the most of your investment!

Start with Measurable Objectives

Before you reserve your space, and write the check be sure you know what you want to accomplish. Have specific objectives in mind, and measure the results! For example:

• Number of people who came to booth
• Number of leads
• Sales within a specific period of time after the event
• Investment per lead

Pick the Right Show and the Right Location at the show

As you compare trade show opportunities consider ask organizers about total attendance, attendee demographics and exhibitor turnover.

If it is the right show, be sure to carefully select your space. Avoid columns, stairs, obstacles or locations too close to the food station. If you have strategic partners, who typically refer business to you, consider getting booth spaces side by side to it is easy to pass prospects back and forth.

Cut through the Clutter

As you design you booth – think simple! Your graphics should be large and eye catching. Like a billboard, people passing by should be able to grasp the key message, even if they don’t stop. Want to give more detail? Put it in a handout.

Use Social Media

Let people know you are at the show!  Use Facebook fan pages and Twitter updates to help clients, prospects and friends find you.  Make special limited offers during the show which you broadcast on twitter.  Be sure to ask event organizers if they have created a hashtag (#) for the event.

After the Show!

This is the most important part of your trade show planning. Before you walk out the door to attend the show, be sure you have a plan in place to follow up when you come home!
Have your follow-up packets ready before the show. Then all you have to do afterward is paste a label and postage and get them in the mail. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information!

Need help with your trade show strategy or  booth design?  Contact Roundpeg today!

It’s Fall which means trade show season is upon us.  As a small business owner,  as you  think about participating in a trade show, home show or business showcase this year here are a few tips which will help you make the most of your investment!

Measurable Objectives - Before you reserve your space, and write the check be sure you know what you want to accomplish. Have specific objectives in mind, and measure the results! For example:

• Number of people who came to booth

• Number of leads

• Sales within a specific period of time after the event

• Investment per lead

The Right Show and The Right Location - As you compare trade show opportunities consider ask organizers about total attendance, attendee demographics and exhibitor turnover.

And if it is the right show, be sure to carefully select your space. Avoid columns, stairs, obstacles or locations too close to the food station. If you have strategic partners, who typically refer business to you, consider getting booth spaces side by side.

Cut through the Clutter As you design you booth – think simple! Your graphics should be large and eye catching. Like a billboard, people passing by should be able to grasp the key message, even if they don’t stop. Want to give more detail? Put it in a handout.

After the Show! This is the most important part of your trade show planning. Before you walk out the door to attend the show, be sure you have a plan in place to follow up when you come home!

Have your follow-up packets ready before the show. Then all you have to do afterward is paste a label and postage and get them in the mail. While your competitors are still trying to figure out what to send, your prospects are already reviewing your information!

]]> http://www.roundpeg.biz/2008/09/trade-show-planning/feed/ 2 http://www.roundpeg.biz/2008/01/trade-show-success/ http://www.roundpeg.biz/2008/01/trade-show-success/#comments Thu, 31 Jan 2008 23:29:45 +0000 Lorraine http://www.roundpeg.biz/blog/?p=31

Are you considering participating in a trade show, home show or business showcase this year? If so, here are a few tips which will help you make the most of your investment! Read More…