Fall is here, and those in the exhibit industry know what that means. A majority of the major trade shows are held from September through November. Trade show season is an opportune time to exhibit at your industry’s trade show, unveiling new products and services, demoing your new programs, checking out industry innovations, catching up with colleagues and vendors, closing deals, and capturing new leads. Here are three crucial areas to examine in order to ensure you are ready:
- Choose the right trade show – This is an essential step for starting off on the right foot for the upcoming trade show season. There are many things to take into consideration when picking a show. First pinpoint your goals and target audience. Next determine your budget and research show options and locations to determine travel expenses. You should also take into account where your competitors will be exhibiting.
- Make sure your booth is in good shape – Your trade show booth is the focal point of your exhibit. Getting your booth ready means attending to your structures and graphics. Check the shape of your hardware to ensure it is sound and ready for transport with all necessary parts. For graphics, make sure to update them if needed, and that the colors are still vibrant. Also consider adding to your existing booth. There are always a variety of new options in the market. Check with exhibiting experts for ideas to spice up and reinvent your booth for the upcoming year.
This step also requires examining any collateral that may need updates. Do your brochures reflect your brand and current messaging? Do your videos need updated graphics or information? Getting an early start on this step is essential, as planning and production can take a few weeks.
- Prepare your staff – Staffing is one of the most crucial elements to how successful the trade show is for your organization. Ask yourself whether your staff is ready to represent your organization in a knowledgeable and professional manner. Create effective training programs to prepare the staff, and consider role playing to ensure everyone is comfortable with your organization’s pitch and fielding common questions. Think about ways to incentivize great trade show performance by offering rewards or extra vacation time for the extra time and energy required by staffing a trade show booth. Also, don’t forget about the details. Inform your staff of your expectations regarding proper attire, and consider ordering company shirts to create a uniform look.
Above are a few points to help get you started preparing for the upcoming trade show season. The work doesn’t stop there. Other things to consider are your pre- and post-show marketing strategy, and plans for measuring your ROI after the trade show. To contact our trade show experts for more information, call 855-552-3537.
Headquartered in Baltimore, Maryland, Adler Display brings over 78 years of experience to its clients in need of recognition displays, lobby and corporate interiors, custom exhibits, historical timelines, trade show displays, and signage and graphics. For more information about Adler Display, please visit our website at adlerdisplay.com or call us at: 855-552-3537.