Trade Show Emporium

Exceptional trade show operators leave nothing to chance. They establish clearly defined roles and rules for management of their trade show booth weeks prior to the show. They pull the entire group—all show participants—together to strategize before they set foot inside the tradeshow venue. They document responsibilities, outline who is responsible for bringing what to the show, and they make a backup plan to cover unexpected failures like deliveries that don’t make it or travel plans that go awry. Read the rest of this entry »

High-achieving businesses brand their delivery, whether it’s a product or service they’re selling. It builds recognition heads above the competition, sets the business/service apart as both knowing what they do best and appealing to that niche audience.

The same practice applied to a trade show presence can net measurable ROI. Brand your trade show booth with a theme that carries through every layer and you’ll build name recognition, one that outlasts the final day of the show—a brand that is memorable for its clarity of purpose. Read the rest of this entry »

 Trade Show duty is 24/7, or at least it feels that way to your feet. Vendors presenting at a trade show can build a career or simply fill time depending on how they manage trade show leads generated by manning a trade show booth.

Scanning is a learned skill and it can short-cut the qualification cycle in leads obtained at any trade show. Visual signals are telling. The guy hugging his cell phone while cruising down the aisles isn’t focused on buying any solution offered. The woman with the bag full of literature and swag is collecting, not making decisions. The pack of coworkers traveling together at the stem of the day is more interested in post-show cocktails than in doing trade show due diligence. Read the rest of this entry »