Exhibiting with
trade show exhibits
is stressful, whether you’re brand new to these events or you’re a
marketing veteran. Before you attend any event, make sure that you
understand some of the most common dos and don’ts regarding exhibiting,
including how to make sure that everyone who visits your exhibit gets
greeted, why it’s important to follow the rules of the
trade show event, and how to make it easy for visitors to find you once the event is over.
Do: Make Sure That Staff Members Greet Everyone Who Visits Your Trade Show Exhibits
This might seem like a no-brainer, especially for staff members who
have ever worked in retail, but it’s worth repeating: your staff should
make an effort to greet every single person who visits your
trade show booth.
If you’re short-staffed for any reason or you have some members who are
at lunch, this can seem like a difficult task, but it doesn’t have to
be. Instead, make sure that everyone understands that they can
acknowledge a newcomer with a wave, a nod or just a smile if they’re
occupied with another visitor. Many attendees will understand that they
need to wait if you’re busy with another visitor. Take the time with
each visitor, however, and try not to rush a current conversation. This
can make current visitors feel less important that others. It’s possible
to wrap up a conversation with a visitor who just wants to make small
talk in a tactful way and this skill is often quite valuable at
marketing events.
Don’t: Ignore The Importance Of Marketing Materials
If you’re having marketing materials or promotional
giveaways
created (and you should!), it’s important that you consider how your
visitors will receive these items. Instead of giving away a pen with
just your logo, make sure that includes your phone number or
website address.
The same is true for any printed materials like brochures. Make sure
that your contact information is on every single item that you give
away. This mistake is easy to make, but it’s also easy to avoid as long
as you take a critical look at your giveaways.
Do: Understand And Follow The Event’s Rules!
Nearly every
trade show is full of rules and regulations that must be followed.
Exhibitors
who don’t follow these rules can face hefty fines, whether they broke a
rule intentionally or not. When you first signed up for the event, it’s
likely that you received a large document full of the show’s rules and
regulations. While it might be tempting to just have one person read
through the document (after all, it’s unlikely that anyone really wants
to read the whole thing!), you should have every person attending read
it. This can help ensure that there’s someone who understands all the
rules, including things like who is authorized to plug in your
electrical components, who can
install
and dismantle your display, as well as where the shipping boxes
containing your trade show exhibits need to go. Having more than one
person on staff that understands the rules can also come in handy in
case someone is suddenly unable to attend because of a last minute
emergency.
These dos and the don’t aren’t difficult to follow, but they’re not
the only things companies need to think about before taking their trade
show exhibits to an event. Before you attend, take some time to work
with your staff members to see if there are any other trade show dos and
don’ts that you can think of.
About the Author: Jill is the owner of Skyline - Xtreme
Xhibits and is a strategic trade show marketing consultant, with over
22 years of experience in the trade show and events industry.
Jill is driven by her passion for unique and memorable exhibit design,
overall successful trade show marketing strategies, exceptional customer
service and flawless program execution.
For more information on exhibit design, trade show marketing, trade show
displays, trade show booths, and trade show exhibits in Austin or San
Antonio, TX, please visit Xtreme Xhibits
