Trade Show 101

Every trade show presents its own unique challenges, but there are a number of features that are common to all trade shows. Whether you are attending a local Chamber of Commerce show or a well funded national show, there are a few general guidelines you can follow to make sure that you are well prepared and well equipped for your upcoming show.

The goal of every trade show is to generate leads that you can hopefully turn into sales for your company. Although many trade shows allow you to purchase and sell products, this is generally not the point of trade shows. Each lead you generate should be carefully recorded in as much detail as possible. A stunning 80% of leads generated at trade shows are not followed up, which is absolutely astounding considering the amount of money companies are willing to invest in conventions or expos.

Usually exhibitors purchase a trade show display to highlight their products and/or services. Many exhibitors make the mistake of cramming too much information into their display space, but when it comes to graphic design for trade shows, less is more. The key elements of your trade show display should be your company name, logo, and a few key pieces of information that you want them to remember. Attendees will be walking past hundreds or even thousands of booths at your show, so make sure your booth makes an impact quickly.

Although many trade show booths are easy to set up and take down, many require skilled workers. Most larger trade shows have unionized work forces available for hire to offer you help with setting up and taking down your trade show display structure. Many exhibitors choose to ship their booth in advance to a warehouse near the convention center, where it will be managed by a group of workers.

Generally speaking, the goal of trade shows is to generate profit for your company and maintain brand recognition. Both can be achieved with a high-quality trade show booth, dedicated booth staff, and lead gathering technology.