Trade shows: How to become an ace exhibitor – part one

If you decide to set up a stand at trade shows, it counts to put in the time and effort to get it right. Here is how to become a top trade show exhibitor.

The most important factor in becoming an ace exhibitor is selecting the right trade show for your ecommerce business. Don’t rely on price – your marketing minds to instead focus on the number of attendees from your target market and what return on investment you can get.

Once you have selected which trade show to involve yourself with, here is our checklist for success:

Set your objectives

Before anything else, work out what it is you want to get out of the trade show – so set effective and realistic objectives and measurements for them. This will ensure you create your stand with your objectives in mind, too.

Select your space

When you decide to take part in a trade show, you need to decide how big you want your stand, and where you want it – but note that many shows give space-picking priority to exhibitors that have been with them for long. Some questions to ask yourself:

*    What is the trade show’s typical traffic pattern?
*    Is there more than once entrance to the exhibit hall?
*    Do you want to be near the front, the middle or at the back? The right or left?
*    Do you want to sit near competition, or near necessities – restaurants, rest rooms?

The size of your booth space is just as important. While you do want to stand out from your competitors – with for example a large or “showy” booth – you need to balance that with your budget to ensure it’s cost effective.

Design your booth

You exhibit’s design matters – a well-designed exhibit is effective at cutting through the clutter and getting your message to the right audience. It’s important that you make a lasting impression that gives you an edge over the competition.

Think of your trade show display is a marketing tool that both communicates a message and supports your booth staff. Does it obviously communicate a compelling reasons for visitors to stop and visit you?

Promote your presence

You want your target audience to know that you will be there. Give them reasons to visit you. Promote your presence before the show and at the show: personal invitations, trade press advertising, direct mail, press releases or email marketing – these are all ways to increase interest in your stand.

Want to know how to make the most of being an exhibitor at the trade show? Read part two of our guide.