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:

Someone recently told me about this video featuring a company in South Korea who has created a supermarket in the subway. The key to the store’s success is their use of QR codes. In case you’re not familiar with them, they’re little bar code-like squares that are popping up everywhere from print ads to packaging to business cards. The way they work is that you snap a photo on your smart phone, which takes you to a link or some other kind of information embedded in the code. Although they’re not yet mainstream in the U.S., they’ve been popular in Asia for quite a few years already.

While walking a recent show, I noticed a high percentage of exhibitors behind tables (sitting or standing), which creates a barrier and wastes valuable space. Sadly, this isn’t rare behavior, especially in 10×10′ exhibits. But it can be easily corrected.

First of all, instead of placing the table along the aisle, run it along one side of the booth and stand beside it. This works especially well for sampling items, since attendees must actually enter your booth to try your product. For even more impact, be sure to add some type of interaction or motion that draws people in.

Photo: iStockphoto

Confucious may not have had trade show experience, but what if he did? Perhaps he would have drafted tips for the New Year like these:

1. “He who fails to set goals will have no success to measure.”
2. “The exhibitor who stands and smiles attracts more traffic than one who sits and waits for someone to stop.”
3. “Exhibiting without pre-show promotions is like throwing a party without sending invitations.”
4. “He who leaves the booth early misses golden opportunities.”
5. “Self-serve giveaways produce no qualified leads.”
6. “A booth without a clear message draws no visitors.”