Making the Most of Your Trade Show

Each minute on the trade show floor must yield results

For the organizer
When you plan your show, are you relying on what's worked in the past or simply "what you've always done"? This may not be enough. Examine the information you have about how your attendees view and use the exhibit time at your shows. Do they view it as a time to socially interact with each other and potential vendors? Do they use it as a time to hash out business ideas and work toward getting ideas and quotes out of vendors that they want returned in a detailed format post-show? Do they use it to get a broad overview of what the industry is offering and then narrow down appropriate exhibitors to speak to? Now think about your show format: when is the exhibit hall open, what kind of activities do you use to encourage interaction, should you reconfigure the space to accommodate different goals? Think outside the usual pipe and drape configuration...let us help!

For the exhibitor
How well prepared are you for the attendee's actual needs? Have you thought about why they visit your booth and how you can best serve those purposes? This is a rare, important opportunity to be face to face with many potential clients. Let them know their business matters right from the start by configuring your space, your messaging and your offers to their needs. If yours is a product or service that can benefit from demos, highlight that in your space. Rehearse quick case studies that may match your probable booth visitors so you can quickly show how you can help. You only have seconds to grab their attention and a few more to establish whether there is a benefit you can offer, so make the most of it.

For the attendee
This is one of the few times you have the opportunity to meet potential vendors face to face. They have invested considerable time and effort to make sure they are bringing you useful information that can help your business objectives and it's all there at your fingertips! Save time and effort by researching exhibitors you want to spend extra time with and make sure to seek them out. Allow yourself ample time to view vendors you may not be familiar with as they may have the perfect solution you didn't even know existed. Bring a notepad and jot observations and contact information so you can queue your memory post-show and ensure the exhibitors you visited met the deliverables you asked for or so you remember where to get more information.

Want to go beyond the pipe and drape? Contact karenm@meetcsi.com to learn how innovative trade show formats can add value and increase yield for the organizer, exhibitor and attendee.