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prize be helpful? These are all questions to answer in the planning stages for the show.

How many people will be participating in the show booth expenses is another consideration. If you share a booth with four people and split the costs, it can be more cost-effective for everyone. When this is done there must be specific guidelines to have harmony among all participants.

Does the show you are considering allow products to be sold on the exhibit floor? Selling products directly from the booth helps to defray some of the expenses. Depending on the location, a tax license may be required for the days of the show.

What will be the measure of success for the show? Are you looking for total sales or lead generation? Set up the parameters for the goals you want to achieve at the show before you go. Another decision is the show message. What message do you want your exhibit to portray? Are you going to focus on one product line or have several, and how will these be displayed?

To recap, consider the following decisions when deciding on participating in a particular show:

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Location Type of show Budget Attendance

Probability of sales Probability of leads

PROPER PLANNING

Create a budget for the show and set up a plan for preparation. One suggestion is to set up deadlines on a year-at-a-glance calendar. If deadlines are missed, the cost increases. Most shows have one deadline for registration, then another for renting carpet, and so forth. There is also a deadline for electrical and for drayage if you use shipping and setup by the exhibit hall. We have found that it is more economical to set up ourselves. When possible, we take our own display, along with everything we need to create a functional meeting. In many cities, the union requirements must be honored. You can do many things yourself , but two-wheelers are usually banned. Exhibit halls charge for everything—wastebaskets, vacuuming, chairs, and the like. We usually rent two tall draped tables, carpet, and one stool (if the show is local, we take our own stool). We take everything else, including a wastebasket and

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equipment for cleaning the carpet. This is a list of things we find helpful to bring with us to a show:

Change.

Clipboards.

Cover for tables when exhibit hall is closed.

Lead-generation information cards. Lights with extra lightbulb.

Pens.

Pins.

Posters for display. Products for display. Receipt book.

Scissors. Scotch tape.

Shimmery fabric for tabletop (gold and metallic blue are good).

Stapler.

Staple remover.

Vacuum for cleaning carpet. Velcro.

Wastebasket. Wastebasket liners.

LOCATION, LOCATION, LOCATION

It is very important to have a good location in the exhibit hall. Study the traffic plan and decide what the flow of attendees will be. We have found a highly visible location close to the entrance and toward the center of the hall usually has a good flow of people. We also like corner booths if the cost is not prohibitive, as this location gives you traffic from several directions at once. We try to not be next to a direct competitor. And if you know someone who has a great deal of traffic to their area, locating next to them is fabulous.

Part of the success for any show is getting people to your booth. Some statistics suggest that between 50 and 80 percent of the attendees know which booths they will see before they arrive at the show. Creating ideas to make your booth a stop on their exhibit hall rounds will increase your traffic. Contact potential attendees at least three times prior to the show to generate traffic to your booth. We always do two mailings; we offer a show special and a free gift for stopping by our booth. We mail this to leads we received from previous shows. Our first mailing is a letter about the show special, including our booth number. We enclose a business card, requesting they bring it to the booth for their free gift. Our second mailing is a postcard with our booth number and a reminder to stop by for their free gift.

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DISPLAYS

There are many types of display setups available to fit almost everyone’s needs. The factors to be considered are: the number of uses per year, local availability or need to transport on an airplane, the type of shows involved, and the overall cost.

•Simple display. This would be for a table booth used for a small show, such as a church booth or health club. This may be appropriate for a once or twice a year need. Office supply stores such as Of-

fice Depot, Office Max, or Staples have a variety of inexpensive displays. There are board displays that can be purchased for under $10 and could be a fit for limited use for those with a lower budget. There are also sturdier and more attractive threeto six-panel interlocking displays. We have this model for local use where space is limited. It can be used as a stand-alone model to stand on the floor behind the table, or it will also fit on a six-foot table. The fabric panels readily accept posters, signs, or anything that has Velcro tape added to the back. This allows flexibility of your display usage.

•Higher-quality display. Banner stands with graphics of your choice have become popular. They fold down like a window shade and are very compact for traveling. They come in various widths, and a halogen light can be added. The banner-style display can augment any other type of display or be used in multiples as your primary display. Their cost is somewhat higher and would be recommended for those people who do a considerable number of shows a year.

•Collapsible displays. This can be table-top height or taller for a freestanding display. There is a great advantage because it folds into a compact container. If you are traveling by air, a smaller container (without wheels) can possibly be checked as a piece of luggage.

Larger display cases would require additional airline costs. It is a good idea to check the dimensions with the airline you travel with the most. The advantage of this type of display for multiple annual usages is that it looks professional and can save you considerable rental costs.

With the larger shows, you will need two draped tables, one for the display and one for materials, products, and the like. We place one table toward the back of the booth space and one table on the side. We want it to be open and inviting for people to come into the area. A tall stool can be used in an area that permits optimal flow of traffic. This allows everyone to take turns sitting when the traffic is slower. The tall stool is closer to eye level and you

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can readily stand up to be with someone who shows interest. If you are doing only one major trade show a year, you have an option of renting various types of displays that can save you the initial costs plus the handling and shipping of the display. Skyline Exhibits, a worldwide company (www.skyline-exhibits

.com), has the largest variety of displays. You also may inquire about any used units from any of the display stores in your area. The display we purchased was a used and refurbished display, and we have been using it for over three years.

Once you arrive at the show, it’s time to set up your display and make it as attractive as possible. We like the display to be eye-catching and not cluttered. A nice clean display is attractive and inviting. Design your graphics to be bold and easy to read. Large eye-catching signs in bold print across the display should outline benefits for the participants. This will draw people to your booth. Some statistics show that signs with a red border are read 26 percent faster than others. Who you are and what you have to offer should be the main components. An attractive display of the products you are selling always invites curiosity. We usually display products on different levels set off by a sparkly gold or metallic blue fabric. Mirrors and shelves are also good for eye-catching displays.

THE FUN BEGINS

The booth is set up and the exhibition opens. There are several keys for making this a success. Have fun! Make this the only place you want to be today and convey that to the prospects. Dress professionally. This will vary with the type of show. Some shows will be khakis and golf shirts and others will be suits; dress accordingly. Since you are on your feet most of the day, the choice of shoes can make a huge difference in how comfortable you are. In this case, choose comfort over fashion so you don’t need to limp out of the exhibit hall at the end of the day. Overdressing or underdressing can be equally disastrous. Stand at the front of the booth with your clipboard and pen in hand and invite people in with a handshake and a greeting. You need to be outgoing and have a short sentence to invite people into the booth to show them what you have to offer. Greet them and ask questions—then listen to the answers. You have an average of 60 seconds in a show to hear what the prospect wants and show someone that you have what they are looking for. Three to five minutes is the maximum time you can hold their attention. People generally have a limited amount of time and an agenda. Success will be greater if you meet their needs rather than your own. Ask the questions that will get them to tell you about themselves and cannot be answered with a yes or a no. If you have a product that can be sampled on the spot, that is always a good opener. Tell stories; this increases the odds that