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It is important to look at each trade show event as an experience to not only sell your products and services to the masses, but to also introduce yourself to the general public and make a strong name for the reputation of your company. There are a few easy things that you can do before, during, and after the show to make sure that you are getting the best pay off for your hard work.

It is always a good idea to make up a list of prospects to call before the show to make sure that they come to your booth: one of the new pop up displays would be nice for openers. When you phone them, you can discuss the upcoming event to get them excited and prepared to see whatever your company is featuring at this year’s show. This is also a good time to set up an appointment for them to actually meet you at your booth to discuss business; sometimes with a set appointment time, you are more likely to get them to your booth to do business. It is also important to make sure that your staff is trained and prepared for the upcoming event with all the current knowledge on any new products or services being featured in that particular event. With a trained and prepared staff, you will see much more success at your next trade show.

It is also a good idea to get as much information as possible from each person that visits your booth so that you can follow up with them in an organized manner, in order to get the greatest return. If you make it a priority to remember specific things about each prospect and follow up with them in writing about those observations, they will feel more appreciated and the likelihood of them doing business with you is a better possibility.

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In the world of exhibiting, you only have a few seconds to make a first impression. Often times the first impression decides what prospects think about your entire organization, and once that impression is made, it is extremely hard to get anyone to think otherwise. That is why creating a consistent image throughout with your exhibits and/or retractable banner products, as a whole is crucial to making the experience worthwhile for every potential customer that stops by your trade show display.

Creating image consistency is such an important part of the overall process and should not be taken lightly. It is imperative to begin creating an image from the very beginning, and trying to stay true to it with every detail. In order to create consistency, everything must support the message of the other. This can be done by making sure that the trade show booth is the same color as the literature, and the banner stands, lighting, and flooring are enhancing the overall experience of the exhibit. The booth personnel should also be dressed in attire that accents and supports the overall look and theme of the exhibit.

In general, every message that is being projected to potential customers should support one another. This will keep a concise and clear picture in the attendee’s mind of what you as an organization stand for. Remember this when planning out the details of your next big event. If you can capture a prospect at the moment a first impression is made, and affect them positively with a consistent message of your company, than proving to them you are a genuine and organized group will not be as difficult.

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One of the keys to an effective booth presentation is to use your time wisely, while also meeting all of your event objectives within that time frame. Trade shows are a great place to capture the interest of a potential customer, but it is not necessarily the best place for a long, detailed discussion. An in depth conversation is better left for a follow-up meeting where there are no distractions or time restraints. You are much more likely to answer all of their questions and explain all of the details of the products and company.

The pace of trade shows is very quick and fluid; everyone is always on the move and racing the clock to visit all of the booths that spark their interest. If your booth presentation inhibits attendees from being able to move quickly throughout the exhibits, then you may not get as much foot traffic through your booth.

Because time is so precious, your booth presentation should only be long enough to meet all of the objectives and to generally inform the public about your company or organization, and why they should choose you. You want to deliver a great presentation that leaves the attendee wanting more. Work hard to develop an exciting presentation that will work with your exhibitor’s time restraints. Trying to keep your presentation under 10 minutes will help narrow down the information, and force you to choose what is most important. Remember to only include the key elements, and leave them wanting more in a follow-up visit.

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After you have been informed about the importance of a pre-show briefing and what it can potentially do for your business, and also have learned what employees will best benefit from the briefing, and what some of the details to include in your briefing are, you should now be ready to learn what the most important parts of a pre-show briefing are. In this article you will learn what the 3 most important steps to include in your pre-show briefing are. These steps will help you and your booth staff see the whole picture and understand what the foundational goals of your display will be for the trade show event you are about to participate in.

First you must develop approach questions for your booth staff to have prepared when it comes time to meet and greet with the attendees. Develop questions for different booth scenarios such as, questions for when a prospect approaches the booth on their own, questions to ask while a demonstration or sampling is going on within the  booth, and then questions for no particular scenario at all. This will help everyone feel prepared for anything and everything that the event brings their way. Confidence is key when manning a successful trade show exhibit.

Next, you need to stress the importance of an effective trade show display presentation to wow all the potential prospects that visit the booth. Help the booth staff come up with an introduction, body, and conclusion that includes all the important information about the company, products, etc. If you can introduce this idea during a pre-show briefing, it will give everyone time to brainstorm and practice a presentation so that there are no surprises the day of.

Finally, you must help your booth staff must understand the importance of how to follow-up on all the leads acquired at the event. Research shows that 80% of all leads generated at trade show events are mishandled in the future. If you can teach your staff how to make a contact at the event, and then most importantly how to follow-up with that contact after the event, then chances are you will have a winning year at any trade show you attend!

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When deciding what to include in your pre-show briefing, it is important to look at all the important keys to success, and then consolidate them into a clear and concise list that will help you. In this article I am going to break down a few easy elements to add to your briefing to ensure success and confidence in your booth staff.

The first thing to include is a detailed description of the particular trade show event. This will include familiarizing your staff with the show amenities, layout, timing, location, etc. This may seem minuscule to you, but to the untrained eye, shows can be so overwhelming and difficult to comfortably maneuver without this necessary rundown of the lay of the land. Remember to be patient and include this overview in your briefing to make sure you create a strong foundation for your staff. Next you want to introduce your exhibiting objectives to your staff. They need to know their purpose and what they are capable of doing so that they feel included and like an integral part of the whole exhibit experience overall. It doesn’t matter if you have table top displays or an island booth; it’s still important. Allowing your staff to feel important will motivate them to put in more effort for the benefit of the company as a whole.

It is also important to include a booth overview in your briefing. This will include describing your tradeshow booth features, details on how to keep the look of the display polished and put together at all times, as well as details about in-booth demonstrations, promotional giveaways, etc. It is helpful for them to remember why and how things work, to help them run the booth to the best of their ability. The schedule of the booth staff is also important. Each staffer needs to know when and where they are supposed to be at all times. Lastly, you need to understand each individual staffers strengths and weaknesses, so that you can appropriately place them in the right position behind the booth.

Make sure to take your time and clearly explain all of these steps so that the staff feels comfortable going into the event, and you make sure to get the most out of every opportunity to present your organization in a positive light, and make the most return.

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Once you have made the decision as a company that pre-show briefing is something you want to invest in, it is important to decide how you would like to actually attack the issue. Although research has shown that formal training of your staff has so much more of a positive impact on your overall results than informal training does. Even though this may be the case, it is always important to remember that training will obviously help the staff learn to do the job right, but it cannot necessarily change the personality of an employee from wallflower to top seller.

It is imperative that you select a staff full of people who have the aptitude for the manning the booth. This means that they are familiar and comfortable with exhibit etiquette, and also passionate about it. They may not necessarily be passionate about going to a trade show in general, but as long as they have a passion for the company and the products being sold, they are more likely to make an impact on the attendees. A customer can tell when someone is selling just to sell; but when you have a staff that consists of people who truly love what are they doing and are passionate about helping people find the right products it makes a difference. When you have an experienced staff running your trade show exhibits, they will get a much more positive reaction from the guests.

It is important to take your time when picking your booth staff, because they are the ambassadors for your organization, the voice for your company, and if they are not passionate about what they are doing, it will not benefit you to have them working for you. Once you find the right fit for your company in terms of staffing, then you must begin to train them and brief them for the upcoming events. That information will come in the next article.

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Some ask the question of relevancy when it comes to the idea of trade show briefings. Well, according to the Centre for Exhibition Industry Research, there is a 68% increase in converting visitors to your booth into qualified leads when your company and organization take the time to train the staff properly for each trade show, so that everyone is keyed into the important factors of a good presentation.

It is important to remember that planning a pre-show briefing session with all of your trade show staff is not a simple task. You must plan ahead and make sure to set aside enough time to get it done right. If you do not have enough time to conduct a thorough efficient briefing, then there is no point in doing one at all. You need enough time to go through all of the steps in a detailed manner so that everyone understands and is able to follow directions accordingly. The idea of seeing a possible 68% increase in all potential leads that visit your booth, should be enough to make a pre-show briefing a top priority.

The pre-show briefing can be taught by someone in your company that  a veteran of trade shows, and is aware of all the ins and outs of the organization to ensure that every topic is covered appropriately, or it can be done by a hired staff or consultant that comes to the company and holds a session for your booth staff and employees. Either way, it is imperative that enough time is set aside before the actual event to get this done. Booth staff plays such an important role of the success of your trade show event; it is imperative that they are trained properly and prepared for whatever the event may bring their way.

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Public relations is a great way to inform people of your presence at a particular event; the larger the trade show, the more important it is to make your company known. Public relations can stimulate the potential customer’s awareness of, and demand for your company’s products and services; and is also one of the more economically savvy ways for your company and organization to efficiently reach mass audiences.

The media can help you transport information quickly and effectively through different information channels to help the traffic flow and productivity at your trade show booth. This media includes trade show magazines, television, electronic media, radio, and even consumer newspapers. These media outlets will inform the potential customers of interesting and new services and products that should not be overlooked at this year’s big event. It is a great way to ensure you will be remembered, while also validating that you are an important relevant part of the event overall. The media will also notify the trade show attendees of last-minute up-to-date news and about the event.

It is wise to pay attention to the public relations aspect of trade shows. This tool, if used effectively can help your potential customers to get to know you, before they even visit your display stands. Remember to choose your media outlets wisely, and invest in those that you think are the best suited to create and sustain a positive image for your organization while also promoting your services and products to the masses.

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There are thousands of trade shows offered each year, and every event has a little something different to offer then the next. Choosing the trade show even for you is a matter of budget, geographical location, style, date, and many other things. Geography is an important factor to think about because it has a lot to do with the budget you have for the event and also how far your marketing plan can reach across the states. If you have had an advertising campaign that was specifically targeted at your local audience, then the best decision to make would be to hold the event nearby to your home base.

When thinking of where your target customer is and how you are going to reach them, it is helpful to look at it in three different ways: locally, regionally, and nationally. You should set up different goals for each one of these three tiers. As you go on up from local to international, you must remember that it takes more time and money and many times more people to effectively tackle such a large event. When you go internationally the amount of planning triples from a regional event, and due to travel costs and advertising reach your budget will also need to be strongly considered and planned for ahead of time.

Overall, you want to take advice from other event goers, if you know someone who has previously set up a show booth at a particular event, ask for their advice and any insider tips on the correct booth or display boards they could assist you with with before signing up. Make sure that your advertising is adequate and that your preparation allows you to enter in and set up shop with ease and confidence. If you are not at the right event, then you will not be able to sell to your full potential and receive the greatest return. Choosing the right event, means choosing success.

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