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Trade show lessons that Event management class don’t teach

16-Jul-2018   Author : Eventaa.com   Category : Business Events

Trade-show can run down chill to anybody’s backbone as there are multiple things to do. Exhibitors will be handling registration, organising logistics, laying out the display, attracting visitors, distributing giveaways, sales, and much more. But are they trained for this?

When event aspirant steps out of their management class, they are rounded by career consultant, event experts and mentors giving their viewpoint on career building. However, they talk less about tradeshow's actual field experience like presentation, audience engagement, booth space, revenue generation, and pressure-level. Given that, their trade-show skills remain confined to only academics.

.The exhibitors try to bring their dictated version from class into their trade-show which limits them only in bringing the attention of visitors and not converting them into the clients. Eventually, which makes their trade-show dull and sluggish in terms of revenue and business opportunity.

So, what one should do to make their trade-show counter-productive.

Here are a few tips, exhibitors should take to their trade show for the smooth transition and convert them into a business opportunity


  • If it is your first trade-show experimenting with big stall is not preferable, settle-down with a small booth space.
  • Reach out the clients coming to the exhibition before 4-6 weeks through social media.
  • Ensure the company info is mentioned in the exhibitor's list offline and online.
  • Tag your booth number on various - pre-show promotional materials, e-mails, messages, leaflets, billboards, and so on.
  • Along with booth-number show the road-map of the shortest route in a brochure.
  • Try to integrate booth design with your product.
  • Remove un-necessary obstruction or furniture coming in the way of attendees.
  • Use portable or collapsible trade show items, to reduce transportation charges.
  • Two or three people would be enough for manning a booth.
  • Keep a list of utilities you need- pen-drives, notepads, sticky-notes, etc.
  • Include instructions for set up and due dates for returns on rental item.
  • Stay up-to-date with copies of documents for all shipments, contact names, phone, fax, and email numbers.

  • Keep display message simple and clear.
  • Use a display system that is easy to set up, and modular enough to move from one place to other.
  • Besides sharing information through the pamphlet, try to indulge attendees with one-on-one interaction.
  • Try not to clutter things with too much colour or excess frill in the display.
  • 92% of trade show attendees come to see new products. If your product is new and novel make them stand out.
  • A 2-3 minutes video demo is preferable over the discussion.

  • Identify potential prospects from the casual visitor by asking questions about their profession, business, background, etc.
  • Make sure you ask open-ended and right questions to attendees.
  • Plan an interactive session and allow attendees to play with your product.
  • Tell attendees the advantage of engaging in advance versus the last-minute negotiation.
  • Your product explanation should have a value proposition than mere a selling pitch.
  • Do not push attendees reluctant to fill the form – instead request for their visiting card or contact details.
  • Distribute giveaways like T-shirts or wearable with logos on it.
  • Check if sponsorship opportunities are available like providing charging stations, tote bags, lanyards, etc.

  • Focus on lead generation.
  • Exchange leads with the exhibitors selling different products but having the same target audience.
  • Put essential notes on the back of the attendee’s visiting card- like a personal meeting, phone call timing, etc.
  • Network as much as possible and learn from your competitor.
  • Measure your ROI not just on sales alone but also pre-scheduled appointments in the booth, completed surveys, or total attendees at the presentation.
  • Handover high-quality images of your products to the event’s press office in case they plan to publish some snap from the show.

  • Identify customers that are not 100% satisfied or who has lots of questions about your product.
  • Ask them to fill survey forms immediately after product tour.
  • Use the comment box, where people can drop their views on your product.
  • Hold a recorded interview on the product in real time just like TV telecast.

  • Investing more in promotional items.
  • Unable to identify potential buyers or leads from regular visitors.
  • Unable to use booth space efficiently- Danglers, gaming props, wall decals, posters, etc.
  • Not exploring people outside the booth.
  • 80% of sales are made after the 5th contact - Not taking active follow-up is losing on ROI.
  • Not checking if you need any insurance coverage or it is included in the charges.
  • Investing too much time in an underwhelming lead.
  • Measuring event success rate immediately after the event.
  • No backup power utilities for power-driven components.
  • Working on the tight budget- Try to keep 5% leverage on existing budget.

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