Trade Show Do’s and Don’ts

As we approach a break in the trade show season, here are the Top 10 Do’s and Don’ts we’ve learned over the years from numerous trade show exhibitions.

10. DON’T be afraid to ask questions

A lot of first-time exhibitors are shy about asking the trade show staff questions prior to and during the show.  Don’t be.  They are a wealth of information.  It’s better to ask them than for you to break a show rule you didn’t know existed.   As a police officer once told me, “Ignorance is not a defense.”

9. DO research

Having the best promotion, the best sales staff, the most attention-grabbing exhibit are meaningless if you’re not at the right show.  It pays to do your homework and discover which show will most likely get you face-to-face with your ideal customer for a price you can afford.  Consider attending the show you want as a “Non-exhibiting Vendor” this year before you drop any real money on it next year.

8. DON’T do what everybody else is doing

Exhibition is no place for “Me too” marketing.   This is the place for you to let your creativity (more so than your budget) win you business at the show.  For more information about getting creative at the show, see our post: “No One Can Resist a Monkey“.

7. DO listen more than you speak

They say you should listen 80% of the time and talk only 20% of the time at the show.

The key here is not to “throw up” your value statement onto every passerby.   Instead, look at this as a rare opportunity for you to market your business in person.   There’s plenty of time to shout your value statement in your advertising.   Spend the show listening to your prospects.   You might be surprised what you hear.

6. DON’T “hang out” at the booth

Eating, drinking, chatting on your cell phone are all fine at your local watering hole, but the trade show floor is no place for overly-casual behavior.   Remember, as you are there to meet ideal customers in person, they are also there to meet you.

What’s the point of that professionally-produced exhibit and collateral if the staff behind the table looks like they have better places to be?

5. DO meet people

Why stay in the exhibit the whole time?  We recommend to our clients that they leave one member at the exhibit while another trolls the food & beverage counter and the smoker’s station outside.  It’s been my experience that these are the places where you can leave a lasting impression.

4. DON’T depend on remembering everyone you meet

I have a terrible memory, but even if you’re a memory savant, don’t leave the ultimate success of the show to your randomly firing neurons.  Take notes during interviews, collect business cards like they’re rare baseball cards and aggregate all that information into your CRM.   It’s all you’ll have left once they turn off the show lights and send you the bill.

3. DO ask qualifying questions

Qualifying leads as they come by the booth with both allow you to more effectively budget your time as well as identify the hottest prospects for immediate follow up.  If you’re listening close enough, you might not have to ask anything at all.

2. DON’T forget to promote your exhibition prior to the show

It’s not the role of the venue to promote you. The fact that you are there means they’ve already done what they set out to do—sell exhibit space.   It’s up to you (and your Agency, if you have one) to promote your attendance prior to the show and drive traffic to the booth once you’re there.

1. DO follow up

The number one mistake among first-time exhibitors is to take a break after the hectic show is over.   I know it’s been a bit of an ordeal, but it’s the follow up that all that work has lead up to.