Pre-Show Preparations Lead to a Successful Trade Show
As I discussed in a previous
"On the Sales Firing Line" I explained that the GSA Expo 2005 is coming up. I
have to say that in past years, the show was so big that a lot of the exhibitors
were greatly ignored because they didn't create enough excitement at their booth
and they didn't, frankly, bring any energy to the show. But, others in their
aisles, with no more than a 10 x 10 booth, were creating a "buzz."
I asked a trade show expert, Alex Tucker of Tradetec Skyline Displays for some pre-show advice and he gave me a few pointers I thought were worth sharing. I have more to come, but I want to focus on your pre-show preparations.
Here's what Alex Tucker had to say about preparing for your upcoming trade show exhibit:
SET AN OBJECTIVE
Before you go into any trade show you should set an objective. Your objective could be to sell a set amount of products or services, to make new contacts, to introduce a new product or even to check out the competition. What ever your objective is, make sure you convey it to your staff so they understand the role they are to play in meeting the objective.
START PROMOTING
Although show management is mainly responsible for generating show traffic, you can help too. By sending out announcements to existing customers, hot prospects, etc., you can help create interest in the show and guarantee a good turnout.
LOOK AT YOUR EXHIBIT
Before you send your exhibit off to the next show, take a close look at it. Is it looking worn or tired? Has it been updated lately? Does it need improving? Here are a few areas to consider:
LIGHTING
Nothing is more uninviting than a dark, drab booth. With the right lighting you can snap visitors to attention and lift your exhibit from its surroundings. Lighting can be used to focus on a product or just draw people into the booth. There are many techniques to make your exhibit glow. For instance, floodlighting can make a space seem bright and cheery while up-lighting can give your space even light with little glare. Wall washing and side-lighting can change the appearance of your display, and front-lighting and back-lighting can help focus attention on a product. Whichever lighting technique you choose, you'll be sure to draw in visitors. Nothing is more inviting than a warm welcoming glow.
COLOR
Color used in displays can emphasize a message and draw visitors to a booth. Bright colors are said to imply importance, while neutral colors say things are dull. Take a look at the colors you are currently using in your display. Are they sending out the right message? If not, you might want to think about changing them.
BENEFITS
When people see your booth for the first time, do they know what product or service you have to offer? Or do they see your company name in big letters? Unless the name describes your product or service, it has little value to a buyer looking for a solution to a problem. Featuring the benefits of your product or service in large type helps you attract the right visitors - the ones interested in your specific product or service.
I asked a trade show expert, Alex Tucker of Tradetec Skyline Displays for some pre-show advice and he gave me a few pointers I thought were worth sharing. I have more to come, but I want to focus on your pre-show preparations.
Here's what Alex Tucker had to say about preparing for your upcoming trade show exhibit:
SET AN OBJECTIVE
Before you go into any trade show you should set an objective. Your objective could be to sell a set amount of products or services, to make new contacts, to introduce a new product or even to check out the competition. What ever your objective is, make sure you convey it to your staff so they understand the role they are to play in meeting the objective.
START PROMOTING
Although show management is mainly responsible for generating show traffic, you can help too. By sending out announcements to existing customers, hot prospects, etc., you can help create interest in the show and guarantee a good turnout.
LOOK AT YOUR EXHIBIT
Before you send your exhibit off to the next show, take a close look at it. Is it looking worn or tired? Has it been updated lately? Does it need improving? Here are a few areas to consider:
LIGHTING
Nothing is more uninviting than a dark, drab booth. With the right lighting you can snap visitors to attention and lift your exhibit from its surroundings. Lighting can be used to focus on a product or just draw people into the booth. There are many techniques to make your exhibit glow. For instance, floodlighting can make a space seem bright and cheery while up-lighting can give your space even light with little glare. Wall washing and side-lighting can change the appearance of your display, and front-lighting and back-lighting can help focus attention on a product. Whichever lighting technique you choose, you'll be sure to draw in visitors. Nothing is more inviting than a warm welcoming glow.
COLOR
Color used in displays can emphasize a message and draw visitors to a booth. Bright colors are said to imply importance, while neutral colors say things are dull. Take a look at the colors you are currently using in your display. Are they sending out the right message? If not, you might want to think about changing them.
BENEFITS
When people see your booth for the first time, do they know what product or service you have to offer? Or do they see your company name in big letters? Unless the name describes your product or service, it has little value to a buyer looking for a solution to a problem. Featuring the benefits of your product or service in large type helps you attract the right visitors - the ones interested in your specific product or service.
This article has been viewed: 3608 times
Rate This Article
Be the first to rate this article
Print Article
Download Article
Email Article