How to ... Set up for a trade show

Exhibiting at a trade show can be a very efficient way to generate leads, make sales and promote your company to your customers. But between travel expenses, materials, show fees and the time involved, exhibiting is not cheap - you must plan carefully to get the most bang for your buck.

Effective planning starts with choosing the best shows. Find out from your industry associations about trade shows they sponsor and ask your customers which shows they attend. Search the Internet for a list of trade shows and visit the shows' Web sites to get more information about size, focus and attendees.

You will want to display at shows that provide targeted attendees - buyers or other decision-makers at companies in the market for your product or service. Trade show managers should be able to provide you with various attendee statistics.

Think about the location of the show - is it too far for many of your customers to attend? And consider timing, especially if you close deals at the show and have to fulfill those orders.

Sometimes, the best way to get a handle on a show is to walk its aisles first as an attendee.

Don't wait till the last minute to commit to a show. Popular shows fill up quickly with repeat exhibitors and those registering early getting the best locations on the floor. By registering quickly, you may be able to take advantage of early-bird specials on booth space and hotel rooms.

Before the show, ask management what kind of press services it offers to help you get information on your company to the reporters from trade publications and others who will be covering the show. Will the show have a press room where you can drop off press kits and press releases that detail new products or other company news?

Set a budget and clear, measurable goals for the show. Afterward, evaluate whether you were able to meet your objectives. Your main goal may be to make sales at the show, but you may also be there to research the competition, get leads for future sales, mingle with your best customers, find suppliers and generate publicity for your company's products.

Keep your objectives in mind when setting up your display. You will work with the trade show operator on details such as connecting phone lines or carting special equipment to the booth. There is a large range in styles, sizes and display prices, running the gamut from simple tabletop models to large, intricate, custom-built floor displays that cover several booth spaces.

Naturally, your budget will dictate to a large extent the intricacy of your display. But there are other considerations: What will the booth be used for? Will you need space for your salespeople to sit with potential customers to discuss the product at length? Will you be using audio-visual equipment? Do you need shelving for product displays? If you plan to use your display in multiple trade shows, consider how easy it will be to disassemble and transport.

When deciding on graphics for your booth, keep it simple. Attendees will have a lot of ground to cover, and if you can draw them in with a clear, succinct, easily digestible messages, you can take the opportunity to tell them more about your company and its products.

To that end, staff your booth with knowledgeable, upbeat, friendly people who will reach out to attendees, rather than just sitting and chatting with each other. Keep some chocolates on hand to draw passersby, who can be asked to drop their business cards in a basket when they come by for candy.

The Checklist

Pick the best shows, ones that are attended by buyers and other decision-makers at companies in the market for your product or service.

Sometimes, the best way to get a handle on a show is to walk its aisles first as an attendee.

Set a budget and clear, measurable goals. After the show, evaluate whether you were able to meet your objectives.

Staff your booth with knowledgeable, upbeat, friendly people who will reach out to attendees.