Trade show season is here. Time to collect a team, pack up the caravan and head out to what can be the best marketing opportunities of the year. According to Daniel Klooster, project manager for Outbound productions in Red Deer, planning and positioning are where it's at in optimizing a trade show experience. Daniel is going to take the reigns in this issue's editorial space with tips and tricks trade show'ers won't be able to live without. Read, take heed, and best wishes in the world of trade show success.

Maximizing your trade show impact
by / Daniel Klooster
Participating in a trade show as an exhibitor can be a tremendous opportunity, offering concentrated exposure to a targeted audience. But, like any other form of marketing, it can either be an excellent experience or a very bad one. Here are some timely tips to help you get the most out of your trade show involvement.

Do some “due diligence”: A good show producer will provide insight into whether or not the show fits your target market, which products are most appropriate, what size of space meets your needs and where on the show floor you can be most successful. Have a lot of good conversation prior to booking, and do some research on your potential “neighbours”; it will help you choose your space wisely. Oh, and check your marketing budget before you commit.

Be creative with your exhibit: Your booth space needs to be attractive, welcoming and hospitable. Try a prize draw, a giveaway or a high-energy presentation to encourage people to stop by. Situate your space so that visitors can come in to the booth, chat with your team and manoeuvre around with ease. Make your decor cheerful, bright and not too cluttered - a balance between homey and inviting and professional. Give folks a reason to step out of the fray and into your space, while keeping them focused on why they are there - to do business with you.

Position yourself for success: This can be a tough one. The weekends are long and the snack bar far away; sometimes your energy or interest may wane. But a business that is pro-active and interactive every minute of the show will increase its success rate, even if the overall show is lacking. So, remove any chairs. Stand. Talk to people. It's easier to walk by your booth without being engaged when you are sitting down. Advanced work really pays off. Send your current customers in invitation to the show, with an incentive for bringing someone along. Do some research into creatively positioning your business for maximum exposure and optimal impact.

Remember the main things: Know and prioritize your reasons for being at the show. Is your number one goal to relay information? Gather information? Showcase new products? Do direct sales? Consider these:
i. Sell who you are: Maximize your company's image for thousands of potential customers through the look and feel of your booth, the quality of your printed materials and the appearance of your team. Think about what attracts you to a business and use that as a "jumping-off-point" for developing your corporate image.
ii. Increase your customer database: Use a trade show to develop or increase your customer database. Some component of your booth, whether it's a draw or a free newsletter subscription, should act as a vehicle for gathering new customer information.
iii. Develop a "buy-in":Visitors to your booth are probably going to be interested in what's new in your business or product line and/or want to win something. An air of excitement and anticipation should be standard fare for every exhibitor. Creating customer loyalty will keep you in business for the long haul.
Play nice in the sandbox: Your business is only as good as your reputation. Get along with your trade show neighbours, even if they are your direct competitors. There are usually “rules” that you commit to when you sign your show contract; you'll have a much better time if you follow them.
As for conduct with show visitors, there is a marked difference between friendly and pushy. Stay in your space and remember that approachable is not the same as aggressive. Exhibitors often comment that it seems odd that people would come to a trade show and avoid the exhibits. Perhaps this is why.

Follow up: That customer database you've been faithfully collecting is only as effective as your follow-through. Having a follow-up plan in place before you attend any show, means you'll be less likely to get distracted by everything that piled up while you were away. You may even wish to invest in computer software that supports this activity. Don't forget to trace your future sales back to the trade shows; this will help you allocate your marketing budget in later years.

Times change but people don't. As long as there are items to be bought and new things to see and do, trade shows will be a high- impact marketing strategy for most businesses. Good planning and skillful positioning will exponentially enhance your exposure and increase your business success.
For more ideas about trade show a success or for information on Outbound Productions shows and events, contact our office at 403.347.8630 or email danielle@offroadexpo.ca

Happy trade showing! CPT