Southern New Jersey Overlook

I just came back from participating in a local 'Business Expo' in which I manned a booth representing my agency and of course promoting my services.  I'm sure many of you have exhibited at fairs, community events, expositions and trade shows yourself.   After doing a few of these, you realize that each event has it's own unique flavor, audience and what works and what doesn't work for you in those situations; and you find that there are basic requirements and procedures that are common to all.

I decided that I would start a checklist of the basic exhibition requirements and actions that, based on prior experience, need to be accomplished to allow you the maximum opportunity for success. They apply whether for a small local or large regional event:
 
1. Register as early as possible.  This usually gets you the better locations, insures you don't get left out of the official printed program, may enable you to benefit from advanced marketing, allow you to enjoy the ongoing support of the sponsors and gives you extra time for making necessary plans and preparations.  It usually provides the added advantages of early registration discounts.  (Tip: Make sure you submit a request for electrical outlets if needed and any other special requirements.)
 
2. Start your preparations early.     Get an idea of the expected turnout from the coordinators of the event.  Plan and identify needs around the time you register, so that you will be able to determine shortages or missing items and still have enough lead time to replace them. If you can identify major problems soon enough, they may help you determine whether you will be able to attend the event before you spend money on registration.
 
3. Work from a standard list of display materials, sales aids and supplies.  The first time or two, that list may be more of a guess, but after you do your first one or two you will quickly develop your list of standard items.  This list will continue to evolve as you gain experience and as your event coverage and intended audience varies.  This list helps you to not forget items.  It is a way for tracking them -- identifying items that need to be replaced (esp. if you look at your exhibit inventory well ahead of the event).    I've have events that came up last minute with only a day or two to prepare.  Having a list, existing supplies and knowing where to find them can literally be an event saver if not a life saver.  We now continually update our list even during the event (actually, its discussed, someone jots down notes, then it's emailed and evaluated for addition/change to list), so we don't forget important ideas that come to our attention that will be needed for a subsequent event.  (See related blog article: Exhibit Inventory Management for suggested list of items)
 
4. Recruit or assign additional personnel to help.  Depending on estimated attendance size, have enough people to setup and greet visitors at your  exhibit. Even for small venues, if it will last more than an hour or two, you will need a second person to allow you to take breaks.  If you employ temporary "stand-helpers", they should be well briefed about your organization and its offerings and instructed to take details from visitors about any queries they cannot answer  (Tip: Make sure that you everyone will be able to be clearly identified by badge and even uniform, such as shirt with logo, if appropriate.  Business cards in plastic holder can be used for badges if necessary.)
 
5. Practice makes perfect.  If possible, especially when involving complicated technical displays or requiring coordination of several people, do a "dry run" to identify areas that need to be fixed or improved a week or more ahead of time.  If that is not feasible, at least inspect and test items individually, especially if they are items, such as signs and banners, that are shared within the organization.  I've often found missing parts, soiled banners or worse.
   
6. Get plenty of sleep.   Try to get as much sleep during the nights leading up to the event, especially the night before, so you are fresh and alert when in front of your prospects.
 
7. Dress appropriately for the occasion.  Dress as well or better than anyone else.  If casual is allowed or even appropriate, you may still want to limit your dress to business casual.  You can get by without having to wear a suit and still have a professional appearance if you wear a shirt with a company logo.   It's important to know your audience and show them respect by how you dress.
 
8. Wear comfortable clothing.  Whatever the formality of your dress (as per item #7), wear comfortable cloths, especially shoes.  (Some people also like having a mat/carpet for standing on hard floors.)
 
9. Arrive early and set up as soon as allowed.  This will provide a cushion of time that you may need to fix last-minute problems that may pop up -- we often find that there is a problem with electrical outlet availability.  It will also allow you some time to check out the other exhibits to see if you need to make any quick adjustments.  For larger venues and especially on military or government sites, you will need extra time to clear security stations.  (Tip: Invest in a hand cart that is easily convertible between an upright and a flat-bed -- they are not that expensive and have proven their worth for us at every event.)
 
10. Use of balloons can be an inexpensive way to help create a festive, fun, more exciting atmosphere when desired.  Bring a portable helium tank, or blow them up at office.  (Tip: An easy and safer way to transport blown up balloons is to carry them in 30gal or larger plastic garbage bags.  This helps keeps them from moving all around in your vehicle.)
 
11. Take a quick tour of the exhibits.  Plan some time to visit the other exhibits, preferably just before the event starts, so you have an idea of what everyone else is doing and what attendees will be experiencing.  Then when you can take a break, walk around and get a feel of the overall event and what is attracting the attendees.
 
12. Introduce yourself to your neighbors.  If appropriate, find some time to make the rounds of fellow exhibitors (or during your tour as per #11) and give them your card and a freebie, such as a pen, etc. (Try not to pick a busy time when they are engaged with a visitor.)   Remember: If you are providing something that every can use; such as the services of a real estate agent, for example, and unless the exhibitor is also a direct competitor, every exhibitor is a future prospect -- one, in this example, who will eventually be selling or buying a property, or knows someone who will.
 
13. Try to have at least one unique handout.  It doesn't have to be, and usually isn't, the most expensive.  Will depend on your audience. I'm often surprised at what becomes a hot item.

14. Set out your handouts a small amount at a time. Don't build a big stack of them.  Better yet, hand them out individually as part of your introduction/greeting of the visitor.  (Tip:  Quality chocolates and mints are one way to entice people to come near your location.)

15. All promotional material should have your contact information.  Either imprint or affix by label or attach your business card. Bring plenty of individual business cards.

16. Listen, Share and Give.   Your object is to introduce others to your organization, yourself and what products or services you provide, with the overall goal of getting their qualified contact information (name, phone number and email address, and there type of interest: e.g., a particular service, etc.)   Have a drawing to encourage registration.  The more you listen, the more you will know about the needs of your visitor.

Give visitors some space so they won't feel crowded.    Look them in the face (don't first stare at their tags) and greet with a firm hand shake.    Avoid "May I Help You?" and other trite phrases. Ask open-ended, specific questions related to your industry.  Engage in conversation and find out what they are interested in or need more information about.   Make notes about each visitor on their corresponding contact sheet so you don't forget what there interests and needs were.

Provide a free gift for stopping by.  If you don't hand it to them directly, you can invite them to take a gift.   Give them your thanks for stopping by.
 
17. Follow proper booth etiquette.  Don't leave booth unattended.  Try to avoid sitting and/or eating in the booth. (If you have to eat while at the booth, be as discreet as possible.)  Keep space clean and organized.  Try to establish a gender balance in booth.
 
18. Do not let visitors wait.  Maximum length of time is 1 minute for them to wait for a representative to greet, acknowledge their presence and provide service. This is where having assistants has big payoffs.
 
19. SMILE!!!!!    Stay relaxed.  Be friendly and non-threatening.  Do not cross arms. Be a good listener and stay attentive.   
 
20. Timely Follow up.  As soon as possible after returning from your event, follow up with all contacts.  Send email and/or phone thank you for attending and address their needs specifically.  Setup schedules for appointments at their convenience.
 
 
This list is meant to be general in nature and cover most main areas for which you need to be concerned for an exhibition event.  Many readers may have additional experience and incite and your comments and suggestions are very much welcomed for the general checklist.
 
 
See related blog article:  Successful Exhibiting: Exhibit Inventory Management
 
 
Additional exhibiting success tips links that go into more detail useful especially for larger venues:
Trade Show Exhibiting Tips (Quick Tips for Success)
Entrepreneur - How To Work A Trade Show
Trade Show Joe - Tips for the Show
Top Ten Tips for Exhibiting
 
 
 
Visit my web site for real estate services and support: http://www.lawrenceyerkes.com/
  
and visit Besthomes-NJ.com to find the latest New Jersey Real Estate property listings (Residential, Commercial, Multi-Family, Farm, Land).   
 
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