Preparing for a Trade Show

2007-03-08 10:33:40

( Computers )



Participating in a trade show is a way to tap new markets and potentially bring in sales. It is also a good marketing tool to promote the services and new products of your company.

It is important that you start planning as far in advance as possible. You should develop a trade show budget which should include expenses for your booth rental, promotional materials, rental of fixtures and fittings, wages of your staff, travel arrangements and cost of shipping.

When you register to join an exhibition, you should obtain as much information as possible from the organizer. Decide on the size of exhibition space you will need, and choose the location of your booth. In some popular trade shows, exhibition space sells quickly so it is a good idea to reserve your space as soon as possible. Do not locate yourself near well known exhibitors, as there is a tendency for a crowd to gather and overflow to the neighboring booths. If your booth is located near them, there is a great chance that visitors will not notice your booth.

The organizer will send you an exhibitor’s packet, which will include the exhibitor’s technical manual. The technical manual contains many forms that need to be filled out. These forms will aid the organizer in being able to provide you furniture, lighting, electricity, name tags, signage for your exhibition booth, cleaning requirements and the like. It is compulsory that you submit these forms within the timeframe requested so that the people in charge have ample time to cater to your needs.

Halfway through your planning, should be spent on seeking for ideas on your trade show design. If your exhibition is overseas, it is a good idea to obtain a trade show display rental company to help with your trade show booth design. This eliminates the inconvenience of finding a freight forwarder who would have to ship your permanent booth display, as well as having to deal with strict customs clearance.

You should decide on your giveaways and order them a few months before the event; promotional items such as trade show bags to contain your promo materials should be considered. Deciding on the number of staff to work in your booth and their work and training schedule should also be done within this timeframe. Initial travel reservations should also be made at this stage.

Closer to the event, you should schedule a staff training session, finalize travel arrangements and the production of your booth display. Any promotional materials and giveaways should be shipped at a time that ensures that they are received before the event proper.


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