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Trade Fairs can bring you personal contact, valuable feedback and exposure you may not be able to acquire in any other way. It depends on your business of course, but often this is the only time you have a face-to-face opportunity to build a relationship with your customers. [Not to mention allowing you to see your competitors.]

A few things to consider…

• Be prepared. I know that sounds like a no-brainer, but you want to be sure you’ve done your homework. Find out what you’ll need to make the most of the event and plan accordingly. If this is your first time at a venue it will be good to talk with another vendor who’s been there before, and certainly quiz the event management rep. If someone has photos, all the better.
• Set up your booth before you go. Know exactly how everything will fit. Expect it will be tighter than you imagine.
• If you’re printing handouts for the event give yourself plenty of time to do the job right. In most cases, you’ll need a printing proof. I thought I had it covered in one instance and the job came back to me with such horrible resolution on the main photo that I literally ditched the entire batch. A waste of money, but a valuable lesson.
• Be flexible. I don’t know how many times I’ve gone to a show and think it’s going to go one way and an unexpected opportunity comes up or I see that my great idea needs a little on- site adjustment. Be ready. That may mean a trip to Kinko’s, Michael’s or Office Max. I remember picking up an extra $10,000 in one weekend because I made a quick decision to head in another direction. I improvised with a TV tray for a new display stand and some magic markers for a sign. [Magic markers are for emergencies only — print out new signs if at all possible!]
• Read your customers. Stand outside the booth and look in and listen. See how things are going, what the reactions are, what the booth looks like from a crowded aisle way. If you can’t get near the main display or see the critical Drawing Entry container, you need to fix it fast.
• Always, always collect email addresses when possible. A drawing is a good reason to ask for it. A valid email list is gold. I can’t tell you how many people do not do this. Email is your fastest, easiest and least expensive way to stay in touch with your market.
• Have something special for your visitors. Stand in your prospects shoes and think about what will draw them into the booth. A few ideas that work, depending on the situation, include captivating video, a product drawing, photo give-away, celebrity autograph session, free water or food. A giveaway that is so blatantly a product promotion isn’t going to be as enticing as one that is not. Again, put yourself in your prospects shoes and think of what you would actually carry home with you and look at or use.
• Be sure to be friendly and talk with people. You don’t have to be selling every moment. You’re sure to learn something and you will undoubtedly pick up a new idea or insight if that’s what you’re looking for. One outstanding idea or contact can make the entire event worthwhile. Enjoy. Hopefully you like what you’re doing. It shows and attracts people to you.