Avoid Dead Ends at Trade Shows

Linda M. Castle, an exhibit consultant, outlined the secrets to trade show success. A successful show begins with pre-planning and adequate lead-time before the show. Most important, she said, is to set four or five goals for each show and determine the how each goal will be evaluated. First, evaluate show management and determine if the show is worthwhile and fits into the company’s marketing strategy.

Establishing budgets is an important factor, and all expenses should be considered in the budget-setting process. In comparing shows, all costs should be taken into consideration; a show with lower square footage booth cost may have higher set up and drayage cost. Drayage is an example of a hidden cost, Castle said; exhibitors need to know the exact weight of their exhibit, including crates, to avoid incurring excess costs.

Booth location is one of the most important aspects in trade show success, she reported. In her opinion, the triangular area in the center of the show floor is the prime space. She advised exhibitors to avoid distraction in booth selection, including food service, restrooms, freight doors and loading docks. Since most attendees are right handed, a location on the right side of a heavily trafficked aisle is preferred. Castle advised exhibitors to try to find wider aisles and avoid dead end aisles.

The graphics of the booth are key to attracting visitors, Castle reported. An exhibitor has only three to five seconds to get their message across to trade show attendees. In that short time the attendee will determine who you are, what product you sell, how you can benefit them and if they want to stop and visit your booth. Castle recommends minimum text, used in a large font and placed at eye level or slightly higher. All photos and illustrations should be on film and placed behind matte finish lexan for optimum viewing.

Castle offered some pre-show traffic building ideas, including direct mail programs, special invitations, advertisements on Web sites, show passes and premiums. She also recommended phone calls and e-mails to build booth attendance.

Selecting booth personnel is important to the overall success of a trade show. The selection of booth personnel must be made with the consideration of product knowledge, interest level, and ability to qualify prospects and close the sale. Castle said ignoring these factors in booth personnel could erode the effectiveness of the best-planned and produced trade show exhibit.

One of the most overlooked aspects to trade show management is the post-show evaluation, Castle reported. A complete review should include the planning process, booth location, booth design and graphics and operations. This extra attention after the show rewards companies with improved effectiveness in the future, Castle said.

Linda Castle is an exhibit consultant for Laarhoven Design of Denver, Colo. Her company builds and sells modular exhibits, manages trade show activities for clients and performs on-site set-up.

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