Friday, November 03, 2006
The 12 Exhibiting Do's and Dont's
1. Do: Research a show carefully before you decide to
exhibit. Does this show attract a large number of people
from your target audience? Tradeshow participation takes
a lot of time, energy and resources. You don't want to spend
them on folks who are unlikely ever to do business with you.
2. Don't:Be afraid to ask questions. Show organizers have all
kinds of information that new exhibitors would benefit from
knowing. Ask about attendee demographics, exhibitor's
requirements, and what assistance you can expect from
the show's staff.
3. Do:Start planning early. Regular tradeshow exhibitors
routinely start planning their appearances twelve to eighteen
months in advance.
4. Don't: Pass up the chance to visit other industry events
before you exhibit for the first time. Make note of what
exhibitors worked for you and what turned you off. What
did you find to be effective? Can you incorporate those
items into your own exhibit?
5. Do: Make a list of goals and objectives for the show.
This list should be very specific. Do you want to generate
$X in new sales, start a certain number of new business
relationships, or spread the word about a new service
offering you're introducing to the market?
6. Don't: Get sidetracked by what everyone else is doing -
or by what people tell you you 'have' to do at a tradeshow.
You're at the show to reinforce your expert identity and
achieve your goals and objectives. Anything else is off-target.
7. Do:Be open to creative and new ways of presenting your
services. Tradeshow attendees see hundreds of exhibits in
the course of one day. You need to be unique and engaging
for your display to be memorable.
8. Don't: Be afraid to be enthusiastic about your services.
If you're genuinely jazzed up about what you do, attendees
will sense that. Enthusiasm is contagious -- and more importantly,
it sells!
9. Do:Learn the 80/20 rule and take it to heart. The best exhibitors
are those who listen 80% of the time and talk 20%. Focusing on
attendees' wants and needs is a surefire route to success.
10. Don't:"Throw Up" on attendees. This very common practice occurs
when nervous exhibitors can't stop talking, and keep up a constant
barrage of facts, figures, and sales spiel. Attendees are quickly turned
off by this, and your chance to form a profitable new business relationship
walks away.
11. Do:Remember you're on display. What you're selling at a tradeshow is,
primarily, first impressions. Be professional, well-dressed, and mannerly
at all times. You never know who's watching.
12. Don't:Eat, drink, or chat on your cell phone on the show floor. When
you need refreshment or even a break, leave your exhibit booth. Remember,
that the eyes of the public are on you at all times, so you'll want to conduct
yourself evry well.
1. Do: Research a show carefully before you decide to
exhibit. Does this show attract a large number of people
from your target audience? Tradeshow participation takes
a lot of time, energy and resources. You don't want to spend
them on folks who are unlikely ever to do business with you.
2. Don't:Be afraid to ask questions. Show organizers have all
kinds of information that new exhibitors would benefit from
knowing. Ask about attendee demographics, exhibitor's
requirements, and what assistance you can expect from
the show's staff.
3. Do:Start planning early. Regular tradeshow exhibitors
routinely start planning their appearances twelve to eighteen
months in advance.
4. Don't: Pass up the chance to visit other industry events
before you exhibit for the first time. Make note of what
exhibitors worked for you and what turned you off. What
did you find to be effective? Can you incorporate those
items into your own exhibit?
5. Do: Make a list of goals and objectives for the show.
This list should be very specific. Do you want to generate
$X in new sales, start a certain number of new business
relationships, or spread the word about a new service
offering you're introducing to the market?
6. Don't: Get sidetracked by what everyone else is doing -
or by what people tell you you 'have' to do at a tradeshow.
You're at the show to reinforce your expert identity and
achieve your goals and objectives. Anything else is off-target.
7. Do:Be open to creative and new ways of presenting your
services. Tradeshow attendees see hundreds of exhibits in
the course of one day. You need to be unique and engaging
for your display to be memorable.
8. Don't: Be afraid to be enthusiastic about your services.
If you're genuinely jazzed up about what you do, attendees
will sense that. Enthusiasm is contagious -- and more importantly,
it sells!
9. Do:Learn the 80/20 rule and take it to heart. The best exhibitors
are those who listen 80% of the time and talk 20%. Focusing on
attendees' wants and needs is a surefire route to success.
10. Don't:"Throw Up" on attendees. This very common practice occurs
when nervous exhibitors can't stop talking, and keep up a constant
barrage of facts, figures, and sales spiel. Attendees are quickly turned
off by this, and your chance to form a profitable new business relationship
walks away.
11. Do:Remember you're on display. What you're selling at a tradeshow is,
primarily, first impressions. Be professional, well-dressed, and mannerly
at all times. You never know who's watching.
12. Don't:Eat, drink, or chat on your cell phone on the show floor. When
you need refreshment or even a break, leave your exhibit booth. Remember,
that the eyes of the public are on you at all times, so you'll want to conduct
yourself evry well.
