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Fair Planning – The BDA 10 – "Before the Show"

Great! You finally have the authorization to attend a trade show. So now what? Fairs can either a very expensive excuse to get out of the office for a few days, lug around heavy display cases, party too much and too little sleep, and get flat feet standing around long on concrete all day, or encourage your company's sales program may come at once, and for many months. How do you make sure it is "Door No. 2", and not a missed opportunity? PLANNING! A major trade show requires considerable advance preparation and, if you're not ready, can present a logistical nightmare. You must have a to develop solid plan and monitor your progress vigilant. Now, let's be brutally honest – when it comes to planning, can not someone from your sales to be the best choice – You do not like a hammer to (a screw drive at least I hope you do not …). Top sellers are coveted for their people skills, and their ability to sale, but when it comes to longer-term planning and attention to detail, they miss out. What do I do the whole company a favor and your most anal-retentive, (which also good thing!), details-oriented person responsible for the planning, under your supervision, of course! And now (drum roll, please), here is the first of the BDA-10. The ten things to keep in mind before the show. Before the show

1. Choose your "fair attention.

Attendance at a trade show requires a substantial investment of time, money and resources. Be tough in your evaluation of a "show worthiness. Are the attendees likely customers for your business? Better to show a small, focused, as a "monster" show, do not fit out your profile.

2. Before all else fails, read the manual.

Before you go much further, make sure you have the exhibition manual (usually to you by the organizers of the show right after the registration for your Booth sent, but sometimes it can be found on-line. Pay attention to ask you out, too. Everything) you need to know information about the fair to be there, including the registration information and forms, lists and maps, updated specifications, invitations for potential speakers, etc., etc.

3. Identify your Objectives.

What exactly do you want to achieve at the fair? Do you wish to contact potential clients that can increase in your products to be interested in Visibility, or see what the competition is up to? Concrete goals are important to determine the ROI of the exhibition for your company. 4. Define measurements of success – your "Trade Show ROI".

Determine a way to measure each objective (see # 3 above) success, as specifically as possible. Plan for the handover 1000 promotional flyer, contact with at least 100 interested parties and take an important client for lunch. This ROI benchmarks, you can choose whether to show the value of costs and whether you should participate next year.

5. Insert your trade show plan in writing.

The plan should provide a detailed timetable for a complete list the preparatory tasks and an individually assigned for each task. Never leave a little chance, or "we, the later …". raises

6. Spread the word – Let people know about your exhibit.

Advertise in the Trade Show! Days using lines like: "see us at Booth 1234 in the 2006 World's Biggest Trade Show "in news releases and other communications (including independent communications) before the trade show. Put the exhibition logo on your company website under "Coming Events". Invite prospects (and) existing customers to stop by the booth, or they put the dates between them and the exhibition staff. Lead A pre-show e-mail blitz.

7. More event supplies early and brochures and give-aways.

Watch for any marketing material Updates or redesigns early. Do not run the risk that not distribute! (Design clear forms to eliminate guesswork) for filling out prospect information. Consider giveaways to generate attention and a bit of excitement. These need not be expensive – pens with your web address and a catchy slogan can just as effective. Be creative with something specific to your industry. Think of something that someone is impressed on a previous show that you, and then click to steal!

8. Home Sweet Home – Design of an open, inviting booth.

Invite visitors to come to "at home" with an open stand design, without impeding or display tables. Maximize "walking around" space by mounting brochure displays on the walls. Use interesting graphics to catch the eye of the people. Your logo should be large enough to be seen from afar. For demos, laptops and flat screen monitors are space-saving. Think about offering comfortable chairs encourage, Prospects dwell (space permitting). (Hint: Cheap carpet underlay, and thus a bit of your feet and back again – you will) thank you.

9. Create a unique identity for your trade show staff.

Decide on the dress code for your employees. Matching the west, is golf shirts, or are even easily identifiable Boutonnieres your representatives. To avoid that "uniform" look on the third day of the show was angry, so that all about free shirts.

10. Train your show staff before each show.

Your people need to know what is expected of them. These need to include all new features and be informed bids. You need to know how to run the demos and presentations, and they should know some basic troubleshooting. Nothing looks so unprofessional Demos that do not work, and supposed "experts", groped for a response.

About the Author

Jim Hawkins works at Windward Software, developers of
Point of Sale software
, and, among other things, is responsible for organizing Trade Show attendance. While he doesn’t actually attend many, he does love to tell people what to do.

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