Trade Show Tips If You're Exhibiting

• Do your research to select the best show for business development. Talk to colleagues who have attended the same show before you make final plans.
• Read the promotional brochures as soon as they arrive. Take advantage of early-bird discounts on booth space, travel and hotel accommodations. Try to book a booth in a busy aisle near a big corporate booth that will attract lots of traffic.
• When you receive the exhibitor's kit, read it carefully. There are many confusing forms to fill out. You'll usually have to deal with two or more companies; one producing the conference and another responsible for renting equipment, phone lines and electrical power. In many cities, you will be hiring union workers to carry your displays and materials in and out of the convention center.
• If you can't afford to buy a custom display, be creative and make one. Create a "Studio" on the expo floor by renting stools and bringing along your own backdrop, lights, cameras and glossy "Tell Your Story" posters. Most booths come with one draped table, a few chairs and a trash can. Luice Design can print out some nice large format posters for you!
• Create a realistic budget. Consider travel expenses: ground transportation, accommodations (ask employees to share rooms if possible), meals, snacks, giveaways and the cost of being out of the office for a few days.
• Create a press kit or a press release and make sure it gets into the press room or distributed at the press conferences. Ask the show's press reps to arrange introductions to the reporters covering the show. Try to set up interviews in advance with local radio and newspaper reporters.
• Set up a schedule that lets you work in the booth part of the day. You also need time to walk the floor to make contacts.
• Bring a clever giveaway. Like some unique Metal Business Cards.
• Bring a supply of chocolate or mints to serve as magnets to passersby.
• Bring your friendliest employees. You want high-energy, happy people in your booth. They must be well-groomed, attentive and not chewing gum, sitting or talking to each other.

Trade Show Tips If You're Attending

• No matter how tired you are, attend a few seminars and all the group meals. Target industry leaders and contacts you want to meet. Spend some time each day circulating and schmoozing.
• When you finally catch up with a person you wanted to meet, ask them to join you outside the hall where it's quieter. If it's an industry leader, you will only have a few minutes to make an impression before they are distracted or led away.
• Speak to as many people as you can while waiting in buffet or bathroom lines. You never know who will turn out to be a great contact.
• If a reporter or producer approaches you, give them a good quote for their story.
• Rather than carrying around heavy brochures, collect the cards of serious prospects. Say, "So many people were interested in my products, I've already given all my brochures away. But, I'd love to send you one as soon as I get back to the office."
• Distribute postcards. Unlike a heavy brochure, postcards are light and easy to carry. They are also very inexpensive to print. For about $300, you can get 5,000 postcards made by Luice Design Creative Print Studio.
• Bring three times as many business cards as you think you will need and a set of Metal Business Cards for the Very Important Prospects.
• Wear comfortable clothes and a jacket with pockets. I keep my cards in one pocket to hand out. I store cards given to me in the other pocket. Bring a Sharpie to insure you can write on any type of business card that is giving to you.
• If you don't have a stylish, comfortable outfit to make a good impression, go shopping before the show.