Prepare for a successful trade show

Well, fall is upon us and with the start of this season comes cleaner air and colorful outdoor scenery, and it’s also the best season for trade shows. Sure, trade shows happen throughout the year but, with many areas recognizing small businesses month/week, there is a greater opportunity for entrepreneurs to showcase their products or services to their target markets.

As small business owners, especially those in the start-up phase, preparing for a trade show can be a very scary and frustrating time. What do we take and how do we present it?

You must first find out the details of the trade show you are registered for or are considering exhibiting at. If necessary, contact the event organizers and get details about the type of visitors the fair attracts and the layout of the area you will have to display your business. Be sure to find out what size table you will have, if there is room on the wall for your business sign, if power outlets are available, and anything else that may or may not be included (ie table cloth, etc.)

Once the details of the exhibition space have been laid out, you can start thinking and deciding what and how you can ‘show your stuff’. The following are just a few ideas to help you prepare for that all-important trade show. (Note: Most of these ideas are based on being in the service industry, but they will work for companies in the product industry as well.)

• If the table you have doesn’t include a tablecloth, make sure you get one that complements your display and represents your company’s image and color scheme (without being overwhelming). Even if a tablecloth is provided, bring your own or something to add some depth to your table (ie a table runner). Your table will definitely stand out from the crowd.
• If space allows, set up a free-standing presentation board. On the whiteboard, you can show how customers can benefit from using your services. Get creative and make it stand out. Include images, if possible, and make sure your company name and logo are more than obvious.
• If there’s wall space but your budget is tight, use your trusty desktop publishing software to create a template with your business name on it. Use the template, along with bristle board, cardboard, or foam core to make a sign that you can attach to the wall behind your booth.
• Organize your table in levels. Put larger items in the back, shorter items in front of them, and even shorter items in front of them.
• Develop a PowerPoint presentation to display on your table (if there is an electrical outlet within reach of your booth). You can do it on your desktop and transfer it to a laptop, which you can rent or borrow if you don’t already have one. Your visitors will find this visually appealing and will attract their attention.
• Have a portfolio of your work available. Print some of your best projects, place them in plastic sheet protectors, and place them in a binder. Then place the folder where visitors can flip through the pages.
• Have plenty of freebies, such as business cards, brochures, pens, magnets, and anything else with your company name or logo on it. Most people who attend trade shows expect to take home a few freebies. And be sure to use display racks to display your brochures, specials, brochures, and more.
• Offer something a little different… FOOD. I displayed it at the Bridges to Better Business trade show in Brampton and included a basket of Girl Guide cookies on my table. They were a huge hit…I wish I had brought more. If you can, pack your food in a way that allows you to have your company’s contact information.
• Offer gift certificates for some of your services. There’s nothing better than making a deal and when they “cash in” your certificate, they’ll see how valuable your services are and come back for more.
• Have a raffle for a prize. Offer a prize that complements your business in some way if possible and appeals to anyone. Have visitors and attendees sign a guest book, fill out a ticket, or drop their business cards in a fish bowl or gift bag. You can then use this information at a later date to make a follow-up contact.
• If the show will be going on for an extended period of time, make sure you have help running your booth so you can take a break. If you don’t have the option of having someone take over for a while, be sure to put up a note telling people how long you’ll be gone or when you’ll be back.

The most important thing is to be friendly and welcoming. Greet those who turn and face you or your booth. Start a conversation and make sure you have a short introductory speech ready. And have fun!