Trade Show InsightsNews, tips & tools to expand your knowledge of exhibiting

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Because I’ve participated in more trade shows than I can remember (since shortly after college when I was a brand-new entrepreneur), it’s tough to even recall my very first experience. But there are definitely some rookie mistakes that I remember from those early years!

Frequently exhibitors give excuses for why the methods I teach don’t apply to them: “We’re just a 10×10′ exhibit,” “We don’t have a lot of staff,” or “We only do local shows, not the big mega-shows in Chicago or Vegas.”

Well, the truth is that most basic techniques can be adapted to fit any situation. And I understand all of the above issues: I’ve been a single-person staff in a 10×10′ booth at a local expo. In fact, that’s how I got started in the trade show world!

So let’s break down what’s required for success in exhibiting:

Tonight on the local news, they announced a school district has cancelled all classes for Monday due to a flu epidemic. While this winter hasn’t been nearly as illness-prone as some years, it does draw attention to some important points that most exhibitors overlook.

1. Be careful with bins of promotional items — especially candy. It’s never a good idea to let attendees rifle through items because everyone ends up touching more than just the item they select. And forget about bowls of unwrapped candy! Placing previously-handled items in your mouth is just asking for trouble.

A few days ago I came across this blog post by a reporter at Computerworld about his experience at this year’s Consumer Electronics Show (CES). My favorite line is, “What I most remember from CES were fairly random things, the kind of interactions that are the result of sheer serendipity.” He goes on to tell several stories about people he met (many of them off the show floor) with fascinating products or experiences to share.

Ever since I wrote my book, Build a Better Trade Show Image — ten years ago — I’ve been trying to convince both show managers and exhibitors that doing shows the same way won’t cut it anymore. If you look at the statistics for many expos (especially association shows), you’ll see the primary demographic is age 40-plus, with many averaging even age 50-plus. But if you want your show to stay alive, you better figure out how to reach the 20- and 30-somethings, and you better do it quick!