Love them or hate them, trade shows and conferences are an indispensable part of doing business in many industries. Few if any other form of marketing affords you as much meaningful, direct contact with as many potential leads in once place and time. This is why some corporations will spend hundreds of thousands, or even millions of dollars per year to attend and exhibit at the right shows. Not having the six-figure budget should not prevent you from having a successful show and generating promising leads. The key is getting organized so that you can maximize the return on your investment.

Giving It Away

Attendees love to collect fun and useful gifts from exhibition booths. Attractive and unique trade show giveaways are essential to attract visitors to your booth and generate leads. Make sure to choose items that people will love, and order them well ahead of time to ensure that everything is ready when the show starts.

Preparation is the Key

Your event organizer should send you an exhibitor handbook with all the relevant instructions on how to prepare. It is imperative to read this carefully and comply with all these. Booth signage, electricity supply, WiFi connectivity, booth positioning, equipment hire and shipping and a host of other important items will all be detailed in your handbook and will ensure that everything runs smoothly.

Wanton Exhibitionist

It is surprising how many companies turn up to trade shows with drab, uninspiring exhibition stands. Why they are prepared to fork out all that cash to attend, but baulk at the cost of a professional-looking booth that they can use over and over is something of a mystery. Impressive stands do not have to cost the earth to design and produce, so it is well worth the effort and expense to look the part.

Pimp Your Booth

Now that you have your gorgeous stand, it’s time to make sure it’s got all the trimmings. Nothing destroys the vibe more than poor lighting and drab furniture and flooring. Most exhibitions offer options for all these items so that your booth can look and feel inviting.

Location, Location, Location

Obtaining the best location for your booth can make the difference between success and failure. Avoid the extremities of the hall, as those areas get far less traffic. Locations near to food and beverages are highly prized. However, if you’re too close, you risk genuine clients being blocked out by attendees enjoying their food and drinks. It is also vitally important to ensure that you are not next to your competitors, so be sure to communicate who these are to the organizers.

Follow the Lead

Lead retrieval is incredibly important when exhibiting. Keeping track of all the prospective clients you have spoken to, and the nature of the discussion is critical to ensuring that you get the result from the event. There are plenty of options available: badge scanners, innovative lead retrieval apps, data entry via your laptop or tablet, or even make notes by hand. Whatever method you choose, keeping track of every lead will guarantee that you never miss an opportunity.

Get Involved

Most events offer the chance for companies to get involved via sponsorships at various levels. The higher-level sponsorships are beyond the budgets of most SMEs. However, there are still plenty of chances to shine. One great option is to have drinks and appetizers served at your booth during happy hour. It’s relatively affordable and generates a great buzz.

There are plenty of strategies to get the most out of your event. Follow these tips, and you will be well on your way.