7 Steps to Prepare for a Successful Trade Show Season

With the start of the new year begins the start of the new trade show season. You are poised for your business to grow in 2014 and investing in exhibiting at trade shows or attending key industry events will be key to helping you secure new business. Knowing that, whether you are a rookie or a pro, it pays to be prepared; here are seven plan-ahead items for your Trade Show To-Do list.

1.) Create an "Emergency" kit.  Whether you or your salespeople are manning the trade show booth, you need to put your best face forward when meeting new prospects or existing customers. Handy items such as an eyeglass repair kit, a stain remover pen, mini first aid kit, lint brush, and sewing kit are all helpful for those unexpected situations that may crop up that distract your from you goal of marketing your business.


2.) Prepare a Business Necessities kit.  First thing in the kit - DON'T FORGET YOUR BUSINESS CARDS! On top of that, make sure that you bring a sufficient quantity. Whether you are using business cards for obtaining show information, entering a booth drawing or at other networking events, you'll want to have business cards with you at all times. Other important components to this kit are a pen for taking notes, a back-up battery for your phone, hand sanitizer, lip balm and even basic supplies such as paper clips and a small stapler.

3.) Pack a written schedule, flight and hotel confirmations, and any maps. In case the unthinkable happens, like your phone becomes lost, stolen or inoperable, it is good to have a written back-up data to keep you on track.

4.) Enjoy the flight.  Make it easier to cope with delays or long flights by bringing along your own entertainment either work-related or for personal enjoyment.  This is a great time to catch up on reading, playing games or watching a film on your own device.  If the flight will be long, consider packing a neck pillow, eye shades or headsets. 

5.) Prepare for long days on the trade show floor.  Pack comfortable shoes--whether you are walking or standing in a booth, shoes that seem comfortable at home may not be so after 6-8 hours at a show.  Also remember to bring hand sanitizer, mints, a phone/tablet charger and some cash for cash-only purchases, coat checks or tips.   Definitely bring a bag or briefcase to carry any samples or paperwork that you need in the booth or for transporting literature home.

6.) Dress for Success:  Inquire if there are events that require specific styles of dress, such as a formal dinner or a casual themed party. Check the upcoming weather forecast; it's not unusual to have wide fluctuations in temperature during the winter months, so be ready for the weather conditions with your clothing choices. Even if your destination is hot, consider that it might be cold inside the convention hall so bringing a light sweater might be a good idea.

7.) Plan to network.  Most trade shows offer a variety of networking events, both within the context of the show and as events away from the trade show floor. Check out any fun runs, golf events, after-show parties or breakfast events and be sure to register in advance if required. These are great opportunities to meet prospects or potential partners since the setting is smaller and more intimate. Leave time open in your schedule for impromptu get-togethers with old friends and new people. 

Are there marketing opportunities for your company in trade show preparations?  You bet! If you want to win points with potential clients, send out an emergency kit with your logo in advance of the show--it's easy to brand first aid kits, sewing kits, lint brushes and eyeglass repair kits.  Or create a case and place your literature and booth number within the kit. Let them know that if they come to your booth, they will receive a free giveaway or the rest of the valuable contents of the kit.

Travel items, such as luggage tags, back-up phone batteries, lip balm, hand sanitizers, neck pillows, ear phones and eye shades can all be branded.  Mail these out in advance of the show to build awareness and pre-market your company. It's easier to get your message heard before the crowded show even starts.

Networking items such as business card cases and business card files are great ways for people to transport cards back home until the data is entered into their electronic devices.

Find out if you can distribute branded items at a the fun run or golf events or if your company can be the bag sponsor. The advertising manager for the trade show will be happy to discuss any marketing opportunities with you.

What about a mini "desk in a box" for handy office supplies as a pre-show or show promotional item? The items in the box are all universal and are sure to please your customers and prospects.

I'd be happy to share ideas on how to make your trade show marketing more effective in 2014. Give me a call at 847-398-5500 or email me at dona.blunt@newportpros.com. Here's to your success in 2014!