I love trade shows. I love the smell of freshly blown up balloons, the sound of leaflets being handed out and discarded, the surreptitious glances and whispers between competitors as they compare products and prices and the surge of joy as you sign up a client and take a booking away from someone else. I love the inevitable sharpening of knives, sneaky white anting and the tyre deflating. Trade shows, an extreme sport. And like any possibly fatal activity (keep your back to the wall) you need to be prepared for all eventualities. You have a limited time to make an impression on walk by consumers while standing out from your competition. Here are a couple of tips to ensure a fuss free and profitable trade show with minimum bloodshed and nudity.
Research Your Choice of Trade Show
Information from prior trade shows should be available from the organizers. This information will give you some idea of what to expect with regards to attendance, preferred products and resulting sales. Find out which of your competitors were there and how they did. Target your audience. If you specialize in a number of film genre but the primary public attending are wedding focused, push your wedding films. Use your competitors weaknesses to your advantages, without obviously slipping into defamation, legal liability or arson.
Dry Run
Set up your stand in your garage or in a place slightly unfamiliar to you. Use only the things that you will be provided, nothing more. If you only get a power point then set up your stand using only that. In this way you will see exactly what you need, what you have, and what you should get. Make a detailed checklist as you pack it away and when you do pack it, make sure it is done safely and securely. Wrap delicate items in bubble wrap and label the boxes clearly and in detail. Some shows will run over a number of days and you will be required to pack up every night, so ensure you have a logical and effective way of packing and storing your valuables.
If you are driving to the show, be careful how you pack your vehicle. Remember first item in the car will be the last thing out and you want to set up your stand in a logical order. And yes, dry run this too. Nothing worse than packing the car on the day and finding that your displays are two foot too big for the station wagon and you have to steer with your feet.
Paperwork
Make sure you have all the documentation you require to enter the show grounds. No doubt the organizers will provide you identification, so take it with you. You will be provided information such as a map and your stand number as well as the rules and regulations. Read these prior to attending the show as you may find that there are elements of your display that contravene internal policy. Also take a copy of your equipment/public indemnity/medical insurance….. just in case.
Copyright Compliance
If you are showing video footage or using photographs or music ensure you are copyright compliant as you will be in the public arena. If are not legal your competitors will notice and assist you greatly by anonymously dobbing you in to the governing body.
Familiarity with the Venue
If it is possible reconnoiter the site. Look at loading and unloading bays, parking and visit your stand if possible. This will help you to make a plan for the day. And believe me, if you get flustered first thing it will set the tone for the day. Be calm and organized from the beginning and you will enjoy the day which will translate into sales.
Take an Assistant
You will need someone with you, not only to assist in selling your product but to cover for breaks and look after any easily portable equipment while your attention is diverted elsewhere. If there is no one available take Nanna, you will need another body. In fact Nanna might be a good option if you need someone inconspicuous who is handy with a stiletto.
At the end of the day, a tradeshow is just a means of promoting and selling your product, it is not life and death, it is way more important than that. Be professional, prepared and ready for battle.
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