Just because sales reps are effective in the field doesn't mean they already have the mindset and skills that will make them effective in the exhibit. According to Exhibitor magazine, your representatives need to understand that selling and exhibiting differ in four main areas: intent, planning, execution and outcome.

Intent: Unlike a field sales call, the intent of exhibiting is to be an effective selling tool. Exhibit staff should focus on opening opportunities for closing sales, rather than going through the entire sales process on the spot.

Planning: Because a sales call is lengthy and focused, it can be driven by the client's objectives. A client discussion on the trade show floor should be driven by your objectives.

Execution: The goal in an exhibit is to get the attendee's attention, rather than on getting an appointment. Your booth staff should take a time-rationed approach to sales, rather than employing their arsenal of full-sale field tactics.

Outcome: A name and number isn't enough. A properly trained exhibit staff will deliver useful sales information that includes specific details about a prospect's needs, budget and time frame for purchasing.

Plan For Comfort - All Feet Equal

All Feet are Equal on the Show floor ... they all hurt
It is a known fact that everyone's feet hurt on the tradeshow floor - exhibitors and attendees alike. Think about double padding the carpet in your booth - and never consider not padding or using carpet alone. Tired feet know a good thing when they feel it, and this "feel good" message is telegraphed to the mind. The message - let's stay awhile here! Try it at your next show. It works - not only for prospects, but also as a bonus for your booth staff!

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@AbsoluteExhibits.com or 888-706-6555 ext. 107

Booth Design Basics
You Can't Score Without A Goal

What does your company expect to happen when you exhibit at a trade show? Many exhibit managers say their bosses just seem to want them to "fly the corporate colors," and are likely to choose a trade show booth design based on pretty pictures.

But without objectives, you may be inclined to toss your booth prematurely when something slicker and prettier comes along.

So how do you start determining your goals? Booth design companies say objectives should not be limited to one or two items. They should cover anything and everything that will impact success. Here's a list of the kinds of questions you should take into consideration:

How many sales leads do we want?
How many orders do we hope to take at the show?
How many visitors do we expect over the run of the show?
How many people do we want to be able to comfortably gather in our booth at one time?
How much space will we need for demos?
Do we need defined spaces where sales people and booth staff can talk with prospects? Do we need sit down conference space?
How much storage space will we need?
What kind of lighting will best emphasize products and our brand?
Do we have established font types and sizes we want to use?
Have our other marketing efforts (i.e. web site, brochures, etc.) defined our brand? If so, how can we use the booth to build our brand?

If you're a smaller company that's more production-driven than marketing-driven, resolving overall marketing/branding questions may be Job 1 before you approach an exhibit design company. Advance preparation and goal setting will help you look beyond pretty pictures to make sure form meets function in your new booth design.

Unbreakable Rules

Breaking the rules - it really never pays.
In my tradeshow life I have read a minimum of 150 exhibitor's manuals and I can safely say that no two shows have ever had exactly the same rules. If you don't get to know your show rules, and unintentionally break them, show management may make you change your exhibit at the last minute, fine you, or even bar you from exhibiting. On the other hand, if for example your exhibit does not meet the exact show rules as set by show management and you are aware of this situation in advance - most show management companies will work with you and give you some leeway with written permission for compromises on the show floor.

Don't look for compromise when it comes to installing your exhibit.
Read the rules and know that if you are in a union hall - those are the rules. This is not a show management issue - this is a union issue and there is no getting around union rules and regulations. Another example - how many clients have I experienced that refuse to order electricity for their small booth, figuring they will just tap into their neighbor? This just does not work - and you will sit in the dark in your 10' inline booth and watch attendees pass you by all day. All for $100 - and what did you pay to be on the show floor?

To some people it is all about the game and what you can get away with on the show floor.
However, no matter who you are you have spent a considerable amount of your marketing budget to be at that show and gambling on saving a few dollars could cost you hundreds if not thousands in lost opportunities.

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@AbsoluteExhibits.com or 888-706-6555 ext. 107

Electricity Does Not Come Cheap!

Take into account having available a fully stocked electrical gang box - a few dollars at home can save hundreds on the show floor.

Believe me, stocking your entire electrical box will be less expensive than renting one T-plug at the convention center. Make your local Home Depot man your friend - bring extension cords, power strips, electrical tape, an xacto knife, pliers, screwdrivers, extra light bulbs, cable ties and fishing line.

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@AbsoluteExhibits.com or 888-706-6555 ext. 107

Lighting Necessities - No Lights No Notice
Most exhibitors do not recognize that convention hall lighting barely reaches the top of their exhibit.

If your exhibit is not lit properly, let's face it, no one will notice it. Lighting will add depth and excitement to your exhibit while capturing attendee attention. Having just attended two tradeshow industry related shows, Exhibitor Show and GlobalShop, where the exhibitors should be savvy, I was truly amazed at how many exhibits were either improperly lit - or not lit at all. Here are a few lighting tips:

1. Use accent lighting to define the areas of importance in your exhibit with well directed lighting.

2. If you are in a larger booth space consider having the overhead exhibit hall lighting turned off and provide your own lighting effects, rather than competing with the ambient light from above. Yes, they do charge you not to have lights!

3. Use backlighted graphics - those are the ones that really stand out on the show floor.

4. As well as you have thought out every nuance of your exhibit design - be certain that your lighting effects bring out its drama.

5. Small exhibits do not have to suffer a disappearing act - lighting coming from two or three directions can give even a small exhibit a "dimensional quality".

6. Motion attracts attention and moving lights grab interest quickly and economically.

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@AbsoluteExhibits.com or 888-706-6555 ext. 107

Overloaded Exhibits

Overloaded Exhibits Chase the Crowd Away!
Is your booth space a retail store - or are you trying to bring your new product to the marketplace? Don't overshadow your true message with copious amounts of old products. Your booth space is an exhibit, not a catalog. Your goal should be to open a conversation with your targeted attendees about your company's product or service. You don't have to exhibit your company's entire product line.

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@AbsoluteExhibits.com or 888-706-6555 ext. 107

Save Paperwork

You Must Carry Show Paperwork to the Show Floor
Realizing that your show paperwork now takes a full file drawer in your office, you must weed through and gather only the most critical papers to have at the show.

Bring your exhibitor's manual - to back up your claims that you do know the show rules and your booth space contract along with your proof of payment. Any paperwork that you have received granting special permission issues on the show floor and all of your service order forms must be with you.

Duplicate copies of set-up drawings and photos of your exhibit should be considered, along with phone numbers and emergency phone numbers for your shipping company, exhibit house, and I&D company. It's a little bit much to lug around - but if you need any part of it this will save you hours of frustration.

Articles furnished, courtesy of Absolute Exhibits. Please contact David Tzeng at dtzeng@absoluteExhibits.com or 888-706-6555 ext. 107

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