Things To Do Before Setting-Up a Trade Show

Trade shows are undeniably part of the marketing mix. In joining an exhibit, your firm is actually presenting your company’s entire marketing range including advertising, public relations, and events.

In introducing a new product or showcasing a service, many firms unconsciously make mistakes by not connecting the overall corporate branding with the show. Here are some guidelines that the firm’s exhibit staff persons should follow in order for they to be up to speed on what the company is doing.

Make sure you have information about the exhibit – What is the trade show all about? Why is there in the first place? Know all the answers before the show itself, not the day before but as soon as you get your assignment. Among many other duties, the exhibit manager has the responsibility to make sure that the trade show is on time and looks great. The marketing team should decide on the theme, the products that will be highlighted, and the rationale.

Read your company’s web sites – It could take a lot of reading, but there are pieces of information in there that you may have forgotten or may be new to you. Attendee who are serious about meeting with you are most likely have done their own research and that including checking your company’s web sites. It is best to be as informed as your prospective clients. 

Read all promotional materials that you will hand out – If an attendee has a question while at the booth, you do not answer with, “Geez! I don’t know about that.” Reading, and comprehending, the materials your company hands out makes you look smart and professional.

Know what is in all the demonstrations – Listen carefully to the demonstrations. There could be cues to expand a demo or clues as to how to lead a conversation.

Read advertising in your trade publications – Know what your firm promotes against your competitors, and know how to explain the differences.

Look for articles and releases about your company – The information that you can get from these can be helpful. News, write-ups, and press releases about your company can also be found in the trade publications. You can also check your online press release section or ask the PR department about releases sent before the show.

Understand the role of your firm – If your company is an event sponsor, remember that there are added roles your firm should take. Will your company be giving out prizes for the show’s raffle? Will your company be allowed to perform a live demonstration on the main stage?

Ask, ask, and ask some more – Ask questions until you get the answers that satisfy you. Your goal is to make you the best representative for the company as you can be.