Many shows fail because the staff is not made aware of WHY a particular show has been selected. Effective goals should be measurable, and should be communicated to booth staff, upper management, and supporting staff. There are many good reasons to exhibit at a trade show, and the reasons can vary from year to year. A trade show professional can help you choose appropriate goals for the show.

Your company’s best salesmen are not always prepared for the unique, dynamic environment at a trade show. Also, technical support staff are frequently put into the intimidating arena of trade show selling without adequate training. Do not assume that staff will naturally use the right method to engage visitors, qualify prospects, and disseminate information in the most effective manner. Just a short session with a qualified trainer can result in a more polished presentation, and eliminate common "boothmanship" mistakes. Remember that even seasoned staffers can always use a quick refresher.

Often, companies will choose to jot notes on the back of business cards, or even trust salesmen to make "mental notes" about a prospect. Even using the generic lead card often provided by show management can be grossly inadequate for today’s selling environment. By spending just a short time preparing a custom lead card, the buying cycle can be decreased significantly. Also, properly qualified leads are much more likely to be followed up on by sales staff. A trade show professional can help you incorporate the 15 essential elements of a good lead card into your next tracking card.

Being out of the office for the day(s) of the show causes a build-up of other pressing activities. This usually means the trade show leads must "cool off" while you attend to other work. Devising a thorough plan for follow-up and delegating tasks ahead of time allows staff to allocate time to finish the task. Prepare most of the follow-up materials (form letters, literature, sample packs, etc.) before the show.

One of the biggest mistakes managers make is sending staff to a show as a "reward." Proper booth staffing is hard work, and is not one long golfing vacation. Depending on the type of show, and the kind of product or service being promoted, there are ways to objectively select the best staff. In the event that you have many potential candidates, a trade show expert can provide survey forms to use in assessing staff without bias.

You don’t need to spend thousands on bulk mailings or advertisements to reach your prospects. Use all the "free" promotional vehicles available to you to inform your target audience about your exhibit. Company newsletters, fax cover sheets, voice mail and "on-hold" messages can be very effective simply by listing the show and dates, and your booth number. Most importantly, ask your salesmen to telephone at least ten of their best prospects and personally invite them to visit your booth. Don’t forget to use email and your company’s web page for additional exposure.

A booth is not always the best way to get noticed at a show. Compare the cost of space, shipping, travel and staffers’ time to the results you hope to achieve. Sometimes sponsoring a lunch or a coffee break, or holding a breakfast hospitality event would be a smarter use of show dollars. A trade show professional can help you evaluate all of the options to determine the best solution.

Don’t waste money on giveaways or premiums that do not reinforce your message. The best gifts are those that your prospects want, but "trick-or-treaters" do not. A good premium will have a direct link to your company or product, and will be kept by the client (preferably on his desk), not given to children or others as a gift. Think about door prizes like books or manuals (as opposed to putters, gift baskets, and briefcases) that will only appeal to your target audience. There are hundreds of thousands of options, so don’t be afraid to ask your ad-specialty vendor for advice.

You do not have to limit your involvement in an industry event to just exhibiting. Always try to participate in any technical sessions by submitting abstracts to the steering committees (sometimes up to a year in advance). Also, consider participating on steering committees, or other support committees. Notice that the most successful firms are often linked to the sponsoring association on many levels beyond just exhibiting.

Limit replacement and repair bills by selecting booth materials that are durable and reusable for several shows. Remember that rush costs on graphics can be considerable, so plan ahead. When designing the booth, try to simplify electrical requirements to save on recurring exorbitant electricians fees at the show. Always order booth supplies from show management in advance to save up to 50% on set-up costs. Shipping costs can be considerable, so do not send excessive literature to the show, opting instead to mail any literature directly to the prospect after the show.