Well, autumn is upon us and with the onset of this season comes cleaner
air and colorful outdoor scenery and, it is also prime season for trade
shows. Sure, trade shows happen all throughout the year but, with many
areas recognizing small business month/week, there is a greater
opportunity for entrepreneurs to showcase their products or services to
their target markets.
As small business owners, especially those in the start up phase,
preparing for a trade show can be a very scary and frustrating time. What
do we take and how do we present it?
You first need to find out the specifics of the trade show you are
registered for or considering exhibiting in. If necessary, contact the
organizers of the event and get details on the type of visitors that the
show attracts and the layout of the area you will have to display your
business. Be sure to find out the size of the table you will have, whether
there is wall space for your company sign, if there are electrical outlets
available, and anything else that may or may not be included (ie. table
cloth, etc.)
Once the show space specifics have been established, then you can move
on to thinking about and deciding what and how you can ‘show your stuff’.
The following are just a few ideas to help you get ready for that all
important trade show. (Note: most of these ideas are based on being in the
service industry but will work for products industry companies as well)
If the table you have does not include a tablecloth, be sure to get
one that compliments your display and represents your company’s image and
color scheme (without being overpowering). Even if a tablecloth is
supplied, bring your own or something to add some depth to your table (i.e.,
table runner). Your table will definitely stand out in a crowd.
If space will allow, erect a stand-alone presentation board. On the
board, you can show how clients can benefit by using your services. Be
creative and make it stand out. Include pictures, if possible, and be sure
your company name and logo are more than obvious.
If there is wall space, but your budget is minimal, use your trusty
desktop publishing software to create a template of your company name. Use
the template, along with bristle board, cardboard, or foam core to make a
sign that you can put up on the wall behind your booth.
Arrange your table in levels. Put the larger items at the rear,
shorter items in front of those, and even shorter items in front of those.
Develop a PowerPoint presentation to display on your table (if an
electrical outlet is within reach of your booth). You can make it on your
desktop computer and transfer it to a laptop, which you can rent or borrow
if you don’t already have one. Your visitors will find this visually
appealing and will draw in their attention.
Have a portfolio of your work available. Print off some of your best
projects, put them into plastic sheet protectors, and arrange them in a
binder. Then lay out the binder where visitors can flip through the pages.
Have plenty of giveaways, such as business cards, brochures, pens,
magnets, and anything else that has your company name and/or logo on it.
Most people who attend trade shows are expecting to take home some
goodies. And, be sure to use display racks for showing your flyers,
specials, brochures, and such.
Offer something a little different… FOOD. I displayed at the Bridges
to Better Business trade show in Brampton and included a basket of Girl
Guide cookies on my table. They were a big hit… I wish I had brought more.
If you can, package your food in a way that will allow you to have your
company contact info on it.
Offer Gift Certificates for some of your services. There’s nothing
better than getting a deal and, when they ‘cash in’ their certificate,
they will see how valuable your services are and will come back for more.
Have a draw for a prize. Offer a prize that, in some way, compliments
your business if possible, and appeals to anyone. Have visitors and
entrants sign a guestbook, fill in a ticket, or drop their business cards
into a fish bowl or gift bag. You can then use this information at a later
date to make a follow up contact.
If the show will be on for an extended length of time, be sure to
have assistance in manning your booth so you can take a break. If you
don’t have the option of having someone take over for a bit, be sure to
put up a note that tells people how long you will be gone or when you will
be back.
Most importantly, be friendly and inviting. Say hi to those that turn
and look toward you or your booth. Strike up a conversation and be sure to
have a short introductory speech ready. And…have fun!
Janice Byer is a certified Master Virtual Assistant and
owner of Docu-Type Administrative & Web Design Services (http://www.docutype.net).
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