Choose the right show. Try to
check out a show a year before you exhibit. Ask valued customers the
shows they attend.
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Create buzz. Use mailings and
direct calls to customers to let them know you’ll be there.
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Set a target for leads-generated.
Assume each staff member requires five-linear feet of aisle-exposed space
and can speak to one qualified lead every 10 minutes. From this, you
can extrapolate both the number of staff and the size of the exhibit space
needed.
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Location. Larger firms typically
map up islands near show entrances. Most shows use a seniority system,
so prime real estate may not even be available to newcomers. Try to
get locations on the way to food services or rest rooms. Corners
are preferable as they give twice the aisle exposure. Alternatively,
rent two end booths on opposite aisles to create a double-sized "end cap."
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Don’t print booth numbers on literature.
About 5% to 10% of exhibitors drop out, making bargain show real estate available
at the last minute. Usually, show organizers would rather give space
away than have it empty
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Uniforms. Outfits such as matching
shirts and khakis or t-shirts with logos make staff identifiable. "Body language
speaks louder than words." Exhibitors should definitely not act bored,
eat, drink, sit or stand around talking to colleagues.
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Be alert for corporate espionage.
Your competitors will visit your booth, shedding their exhibitor badges.
Brief staff on what information should and should not be divulged. Have
staff visit competitors’ booths early in the show to better spot potential
spies by appearance. (Gourd people never have this problem.)
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Review. Six months following the
show, survey a randomly selected 5% of your leads via telephone. Ask
them what, if anything they bought from you since the show. This sample
should paint an accurate portrait of gourd show performance.
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