Best in Show Tap the right resources to build a blue-ribbon trade-show booth.
By Steve Cooper
Opinions expressed by Entrepreneur contributors are their own.
Trade shows can be an important growth tool for both establishedand burgeoning businesses. These events offer a unique opportunityfor you to meet potential customers face to face in a singlelocation, launch new products and services, establish a presence inthe marketplace, meet with suppliers and distributors, generatesales leads, and much more.
Ticket to Show
Some trade shows cater to very specific audiences, while others hitmuch larger markets. Before your first show, it's important toresearch different trade shows to find the ones that fit yourbusiness. Some places to start:
- Center for Exhibition Industry Research. FormerlyThe Trade Show Bureau, CEIR uses data to highlight the importanceof trade shows. If you're looking for reasons to put a boothtogether, this is where you'll find the stats.
- Tradeshowbiz.com. This online trade-show directorylists everything from obscure shows to headline-grabbers, and is agreat way to find out what's coming to your area and what'soffered in your industry. An online subscription is $685 forunlimited access.
- Trade Show Exhibitors Association. Where do peoplewho put on trade shows meet? At a trade show, of course, and TSEAsponsors the leading conference about conferencing. As a voice ofthe industry, TSEA offers great resources, from publications toresearch contacts.
- Trade Show Week. While this magazine isgeared more toward trade-show organizers, it grants you anopportunity to peek behind the curtain to see what's next. Thewebsite also hosts a free trade-show directory.
Lift the Curtain
Once you've decided which trade show best fits your offering,you need to address the logistics. Many businesses can help you getready-we've highlighted a couple.
- ExhibitsGalore. ExhibitsGalore specializes inpop-up displays, portable displays, banner stands and accessories,and ambience items, such as flooring. It also allows you to uploadyour company logo and other images online to produce customdisplays.
- The Trade Group. From picking your booth layout todeveloping your marketing strategy, The Trade Group offers manysolutions. In addition to ready-to-go displays, the companyprovides everything from lighting and audio presentation to boothdesign and materials.
It's Showtime
Once you've committed to a show, formulate a plan of attack.Know what you want to accomplish and how to execute it. To help youprepare, check out these resources:
- How to Get the Most Out of TradeShows by Steve Miller (McGraw-Hill) offers expert advicefrom an international trade-show consultant. The third editionincludes guidance on setting show objectives, selling on the floor,following up on leads and more.
- Secrets of Running a Successful Trade ShowBooth by Jim LeVine and Beth-Ann Kozlovich (www.tradeshowboothsuccess.com). This book tackles thenuances that make or break a successful trade show using 18illustrative case studies. Topics include how to engage withprospects, how to behave in your booth, your pre-show checklist andmore. If you don't want to commit to all the case studies,individual studies cost $4.97 each.
- The Tradeshow Coach, Susan Friedmann. Friedmannworks one-on-one with exhibitors, offering tele-classes, workshopsand many books and tapes, including Meeting & Planning forDummies. The website also in-cludes links to her helpfularticles.
