Make the Most of Your Exhibit

Tradeshows are highly effective sales and marketing tools. You can ultimately do more business in three days at the right tradeshow than you could in weeks or months in the field. But many exhibitors unwittingly miss the real opportunities. They end-up making expensive mistakes and see no real benefit to their sales and marketing efforts.

Here are a few tips that will help you make the most of your exhibit and make your tradeshow investment more profitable in the long run.

Know What You're Buying: Tradeshows are about face to face contact. They are designed to bring you together with the buyers and decision makers in your target market.

Plan Ahead: Many exhibitors sign-up for shows on short notice, and leave themselves too little time to properly plan their exhibit. Sign up at least six months before the show to give yourself adequate time for preparation.

Don't Under-Invest: The look presented by your exhibit speaks volumes to prospective buyers. Many exhibitors don't invest enough in their tradeshow exhibit, and they don't get the results they expect either. Making an adequate investment is key to making your exhibit successful. For tips about budgeting for your exhibit read: Budgeting for Tradeshow Exhibitors

Read the Exhibitor Manual: The exhibitor's manual will answer many of your questions, and help you to avoid common pitfalls. Many shows offer an online version of the exhibitor's manual. Most importantly, locate the show's exhibitor schedule. Don't let important deadlines slip past.

Market Your Exhibit: Few exhibitors use pre-show marketing to bring the right people to their exhibit. They are the most successful exhibitors. Get your target market's attention before they arrive at the show.

Follow-Up: Only a small percentage of leads generated by tradeshow exhibitors are followed-up. This is lost business. The meat and potatoes of tradeshows is qualified leads. Whatever orders you get at the show should be the gravy.

These tips will help to make you one of the more successful exhibitors. It isn't rocket science, but it is work.

Make the most of your time. Make sales!