Fall Is Trade Show Season

Yes, it’s almost fall once again and the start of ‘trade show season’ for most industries. If you are new to marketing the prospect of dealing with handling all the aspects of a trade show may seem daunting. I remember the first time I was handed a 3” thick 3-ring binder for a trade show and told, “Here’s the binder. Take care of all the show arrangements”, I was quite intimidated. Fortunately, the gentleman handing over the binder and the reigns to the trade show, was kind enough to ‘walk me through’ the first show. Since that time I’ve taken trade show prep classes, read hundreds of articles, and learned a lot from trial and error.

It turns out the binder (which is now actually all on-line), was the easy part. It’s the pre-show marketing, booth worker training and coordination, shipping, set up and tear down that hold all the challenges. The binder is simply a listing of supplies and services that are available for ordering. The most important thing about the show ‘manual’ material is to watch for the discount deadlines so you can save your company money.

I found the best way to prepare for any show is to create a ‘template’ of everything that needs to be handled with a place for dates and a check-off list. When it’s determined you will be exhibiting at a show, fill in the dates when the items need to be completed. Check the list at least once a week and you won’t miss any important deadlines. I have another check-off list that itemizes everything that needs to be shipped to the show. I keep a ‘show box’ of desk-type items that never gets unpacked, but is replenished before shipping to every show. The box includes items such as a stapler, pens, pads, tape dispenser and extra tape, marking pens, velcro, paper clips, rubber bands and a bag of miscellaneous small nuts and bolts.

Our company has also built a ‘show box’. The box is about 6’ long by 4’ wide and 7’ high. The outside is covered in stainless steel sheets and it has doors that lock at either end. We attach flyer holders to the outside as well as a flat screen TV to show our videos and a small drop down table to hold a DVR. The inside allows us to store our coats and personal items, keep a supply of extra spare parts and tools for the machines and is even equipped with a small refrigerator so we can bring our own cold drinks to the show. It is a wonderful addition that I don’t know what we did without before building it.

If it’s your job to organize your company’s trade shows, don’t forget that the biggest reason you are attending the shows is to get the leads. Make sure you have a plan to contact every customer who stops in your booth as soon as the show is over. Make that your number one post-show priority.

The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at http://www.neminc.com/.