Pre and Post Show Decisions
The smartest and best decisions are made before anyone steps foot in your booth. Here is a list of trade show booth marketing ideas and logistical ideas to assemble not only your booth, but promotions for your booth’s existence.
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Space versus material.
When you pay for exhibit space at many trade shows you are likely renting space only and not materials. Sometimes standard booth packages include pipes and drapes. Three sides for an inline booth, two for a corner booth. Assume you have to bring everything you may need.
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Show up in the show materials.
Utilize advertising in relationship to the show. Submit banner ads for websites and graphics for email blasts. Your communications should reflect attendee booth expectations, and why they should visit you.
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You’re invited.
Invite your best customers. Provide written invitations or tickets to customers you want to see at an event. Especially If you know you are going to be the best booth.
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Sleep on it.
If you are positioning yourself for success before the event you will more likely be able to relax and be yourself. Your positive energy will attract attendees to your booth. Be well rested and know your material so you can focus on listening at the show.
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Where the headwinds blow.
Don’t be near the entry booth. People are likely to be flushing into the room via an entry. If you have a choice, don’t be the booth across the entry. It makes people reluctant to stay as people are rushing on through behind you. It’s also bad feng shui to be by an entry door.
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Location, location, Booth location.
Select to avoid dead zones on the floor. Corner spaces can be more expensive for increases foot traffic.
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Be in the featherweight class.
You don’t want to lug around a heavy booth. Choose display pieces that are lightweight, modular and sturdy. You aren’t saving yourself any money if you are replacing booth components that wear out.
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Know your booth like the back of your hand.
Demo your booth. Once you have all the components, assemble it at home or the office once. You don’t want rearrange your booth as attendees are walking through the double doors.
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Booth solo.
Can you assemble your booth with a team of one? You may need a step stool or other supports to assist you in the job. Call upon a friend to be there for the setup and teardown. In general, it’s best not to do the show alone. A companion can offer morale support.
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Pre-Show marketing.
Send flyers and invitations, make calls and meet people before you head into the new show.
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Pre-Show social media marketing.
Find LinkedIn and Facebook groups related to the event; take part in the converstations. Comment on twitter hash tags.
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Visit us at booth #1234.
Make sure your slick pre-show branded materials communicate your booth number.
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Why own when you can rent.
If you are only going to run your booth a handful of times and don’t want to inventory it. Consider renting a booth and paying for customized graphics and perhaps a crew to set it up for you. Used but not abused. Save half the cost of a booth by purchasing one secondhand. Check trade show journal classifieds, or eBay.
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100 Ways to Make Your Trade Show booth the Show’s Main Attraction
Environmental Design
Making Your Booth a Destination
Experiential Intelligence
Interactivity
Engineering the Experience
Pre and Post Show Decisions
Next…Design, Art & Copy
Operations
Mastering the Intangibles
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