1. Welcomes you to
Maximizing Your Trade Show Presence

2. Tip #1
Set goals that are specific, focused, and quantifiable.
Setting goals and planning to meet them can increase ROI.
Some examples of objectives to achieve
• Recruit more dealers or employees
• Generate sales inquiries
• Write orders
Set goals that are specific, focused,
and quantifiable.

3. Provide clear goals tostaffers and thenmeasure them againsttheir goals, in a clearlydefined time frame… thenpublish the results to thecompany.

4. Do a theme for your exhibit.
You could double your lead
count in many cases.

5. Build your social following
before the show.

6. Use QR
Codes to
help
attendees
access and
share what
they see in
your booth.

7. Tip #7
Always have a pre-show
meeting to discuss key
points of the show.

8. Address the
subject of
pilfering leads in
your pre-show
meeting to
encourage your
staff to do the
right thing.

9. Don’t let people see what you have… use
opaque shrink wrap on all valuable AV or
giveaways for the show.

10. Test all AV equipment before
shipping to a show.

11. Ship large flat screen
monitors in AV cases.
Shipping in a box for more
than one show is asking fo
trouble.

12. When designing your exhibit, think
billboard, not bulletin board.

13. Viking River Cruises
Exploring the World in Comfort
Musical DNA Software
Unlocking the Future of Music
and Sound with Color
AllMax Software
Data management and reporting.
It’s what we do.
When conceptualizing a tagline, remember the following:
Include your company’s name
Highlight a problem you can fix or a solution you offer
Promote a product your company sells

14. Avoid the following
when designing
your exhibit
graphics:
Too little contrast
between type and
background
Small letters
Designy fonts
Grainy graphics
Too much copy –
think impact over
information

15. Use lead cards, not business cards, to
record information from prospects.

16. Ask your sales team for input
when designing a lead card.

17. Print a less costly, 1 page
sell sheet… save $$$.

18. No one knows you’re exhibiting
until you let them know.

19. Tip #24-26
Pre-Show Promotion
Designed to Attract / Introduce
• 45-60 days before the
show:
– Mail a postcard or
personalized letter
– Give your prospect a
compelling reason to
visit
• 15-25 days before the
show:
– E-mail prospects
– Offer another product
benefit or reason to
visit
• 5-10 days before the show:
– Call hottest prospects

20. Show your staffers some “love”.

21. Purchase your own flooring.

22. Protect your
flooring
purchase
with clear
tape.

23. Cross cut carpet and vinyl.

24. When laying out your booth, keep
tables small, and off to the side.

25. Use lighting in your exhibit.

26. Keep it simple.
Feature only one or two products.

27. Remove chairs from
your space to keep it
uncluttered.

28. Use a lint brush to clean up
carpet fuzz instead of bringing
a vacuum or hiring show
services.

29. Change your shoes at least one
time during the show.

30. Designate 1 or more people as a
crowd gatherer.

31. Shy staffer? Help them with
some opening lines to get
them talking.

32. Don’t spend time with EVERY
show visitor.

33. Use video in your booth
to show your product in
action.

34. Tie your pre show
promotion to your at show
experience.

35. Increase
lead
fulfillment
by giving
your sales
team a
reason to
call.

36. Do not distribute your leads
immediately following the show.
First, take the time to e-mail each lead:
• Thank them for visiting your booth
• Let them know that you’ve registered
their request and someone will follow
up with them soon
• Include links to online catalogs, or
somewhere that the recipient can get
more information about your company/
products
Ensures each prospect gets a post-show
interaction with your company.

37. At Show Promotions
Designed to Educate / Engage / WOW!
Increase anticipation and hold visitors in the exhibit longer
• Use demonstrations
– Activity + Involvement = MEMORABLE!

38. At-show demos and presentations can
create a _________.
A: health hazard
B: crowd
C: panic

39. Tip #29
Try to give away something that
is directly related to your
company offerings.

40. Giveaway ideas are
Food items… smoothies, popcorn, Starbucks
Hand sanitizer
Items to go on the desk, not in the desk
To visit giveaways… picture on a motorcycle or
shirt w/ logo that is embroidered on the spot
Massages with a screen under where the head rest
is

41. Giveaways should be:
A: spread out on a table
B: something anyone would want.
C: earned.

42. Giveaways can create a:
A: panic.
B: crowd.
C: 5 course meal.
Once this is created, we need to:
A. ignore everyone.
B. only hand out giveaways.
C. work the crowd and talk to prospects
about your company/product.

43. AVOID ADULT TRICK OR TREATERS!
Promotional products should be given, not taken!

44. Drawings for prizes should:
Be related to your pre-show
promotion
Have a direct link to your company’s
products or services
Not have “mass appeal”

45. Provide clear rules to your
staffers about technology use
and other behaviors in the
booth.

46. Your best staffers are not
always salespeople.

47. Avoid sitting it makes you look:
A. over-excited.
B. puzzled.
C. lazy.

48. Talking on the phone discourages:
A. creativity.
B. appetite.
C. interaction.

49. Talking to other staffers makes me look:
A. popular.
B. more friendly than others.
C. Uninterested in the show.

50. Checking e-mail says:
A. I’m available to talk.
B. It’s ok to interrupt me.
C. I’m BUSY!

51. Ask ______ ___________ questions to
guide conversation.
A. open ended
B. closed ended
C. unrelated

52. If you send exhibit staffers that are commission based, then pay
them to work the show if they are not directly getting the leads.

53. Never tear down:
A. in the convention center.
B. before the show is over.
C. during takedown hours.

54. Don’t forget Post Show Promotion!
Purpose to nudge / remind
Resist urge to catch up on work, follow up
on leads from the show instead

55. Remember to calculate your ROI on the event once the
sales cycle has closed.

56. Think out of the box.
If it is not in the rules then
consider trying it.
Ask for forgiveness, not for
permission… unless it clearly
violates show rules.

57. Trade Show
Promotions
Where Public
Relations
intersects with
social media

58. Social Media –
What is it?
Online communities in which individuals
and businesses personally interact by
sharing, exchanging and creating
information/ideas

59. Why use Social Media at a Trade Show?
• Qualify your audience
• Expand your audience
• Drive traffic to your booth
• Network with potential
business partners
• Generate good leads

60. When do I use it?
Before
DuringAfter

61. How do I get started?
K.I.S.S. Method
• Create account
• Follow
• Listen
• Post

62. Create a R.O.S.I.E. plan
• Research
• Objectives
• Strategies & Planning
• Implement
• Evaluate

63. Social Media Tips
• Communicate in small bursts
• Listen more than you talk
• Create a calendar
• Show & Tell – use visuals when possible
• Dedicate one social media person

64. Before the show –
It’s all about Awareness

65. Get started on the right foot
• Join others’ conversations
• Start 2-3 months prior to a show
• Post more often closer to the show
• Begin promoting contests/giveaways
• Tease about your involvement

66. Website
• Add trade show logo and link
• Encourage booth visits
• Be specific: Dates, Map, Photos
• Add a page for the show or a dedicated trade show page
Email
• Promote show presence in your email
signature
• Promote involvement in social media
Web 1.0

67. Public Relations
• Create and send
news releases
• Set up editor
meetings
• Send E-blasts to
show attendees,
customers and
prospects

68. Facebook
• Introduce your team
• Set-up an event page
Twitter
• Follows relevant groups &
hashtags
• Link to your show news release
• Retweet contest
• Post pictures
• Announce special promotions
• Post/Link to map
Social Media

69. YouTube
• Post short videos preparing for the
show
• Post product videos
• Link videos to all social channels
LinkedIn
• Connect with other tradeshow
participants and attendees
• Create your own or join a
Community or Event
Blog
• Common customer questions
• Tips for your audience
• What to expect

70. During the show –
It’s all about
Qualified Booth Traffic

71. Get started on the right foot
• Follow your calendar
• Make your location known
• Post about contests/giveaways/demos
• Provide regular updates
• Listen

72. Public Relations
• Conduct editor
meetings at your
booth
• Review and give
editors your media
kits
• Take notes on editor
needs and interests

73. Twitter
• Autoschedule tweets
• Continue to follow event hashtags
YouTube
• Conduct brief interviews
• Booth guests
• Updates with team members
• Share links with those who are interviewed
Social Media

74. • Social Media Promotion
• Promote your social presence
• QR Codes
• Display a large QR code
• Place QR codes on all collateral
• Be unique
At Your Booth

75. Blogs
• Write & Post each night
• Include photos
• Answer questions
• Speak to your entire audience

76. After the show –
It’s all about Keeping the
Conversation Going

77. Get started on the right foot
• Summarize: highlights, photos, videos, links
• Thank attendees
• Announce contest winners
• Encourage follow-up questions
• Ask questions
• Run a contest/promotion

78. Public Relations
• Send thank you
emails/call to editors
• Follow up on any
additional requests
during the interviews
• Reach out to editors
who did not attend
• Post your news
releases online

79. • Evaluate
• Create a webinar
• Contact leads