Getting ready for a trade show can be as easy as pie. The more prepared you are and the more often you attend trade shows, the more manageable they become. That’s the good news. The bad news is that it often takes lots of trial and errors and sometimes wasted cash to get to that point. Here are a few tips to help you prepare for a successful trade show booth.
1.
Everything in its place and a place for every thing.
The goal is to have a work space that is clean and organized without clutter or extra “stuff” in the way of your displays. This includes products you are showcasing, office materials such as order forms, a stapler, pens, packaging supplies, giveaways, employee bags, personal items and all other items you know will be in your booth area. Tablecloths and skirting offer a clean and attractive addition to booths while also allowing for a disguise to messes beneath them. Use containers to hide anything extra you have at your booth so that your products stand out – not your mess. Don’t forget
pens, pen holders and paper organizers.
2.
Location, Location, Location.
Trade show aisles tend to look the same and booths that line up along these aisles often blend into each other. Some shows will offer high-traffic areas or corners at a higher rental rate. Before you get to the show, consider what to do to make sure your booth is not “boring”, especially if you haven't acquired the most desired "real estate" in the show. Use color, decor, music, accessories and lighting to give your booth some ambiance. Plan in advance so that you have everything you need to make your booth stand out. Be sure to check with the show coordinator to make sure your "
ambiance" is not in violation of show rules or the venues regulations.
3.
Beware of hidden fees.
Some shows charge an additional fee to run electricity (for lighting) and phone lines/internet (for credit card machines) to your booth. Most
smartphones now have the ability to process credit cards and often, your bank will rent you
wireless handheld credit card processing machines to help you skirt these fees.
Larger venues often hire union workers to set up the display areas. You may not be permitted to bring in ladders, extension cords or other tools without consulting with the union manager first. Even then, you may be charged a "service fee" for a union worker to install your items for you according to whatever contract they have in place with the venue.
Other shows allow you to use two-wheeled carts to shuttle materials to and from your booth prior to show starting times, with the expectation that you hand carry items during the show if you need more materials. You may be charged to use a two-wheel cart if you do not supply your own. There are several suppliers of
collapsible two-wheelers available on the market that break down flat for easy storage and transport.
4.
Have a merchandising plan.
If you know height will add some appeal to your displays, don’t wait till the last minute to get
table risers for your display. By doing a trial run for your merchandising prior to the show, you will know in advance what you may need, don’t want and should plan to have for the show. A test run will also show you how stable your display is, so you can avoid accidents and damages.
5.
Think about your personal comfort.
If you know you will want mints, tissues, hand lotion or anything else, plan in advance to avoid high mark-ups on convenience items and wasted time stopping to pick them up at the last minute. Bottles of water are also a great thing to pack since many venues charge high fees for refreshments on-site. Some venues will provide, for a fee, extra padding under your booth flooring to help ease strain on your feet, knees and back.
6.
Have your packaging materials ready to go.
Tape, black markers, boxes, bubble wrap, etc. If you have everything you need ready to go before break-down comes, you won’t be wasting time looking for everything you need. Fill shipping forms out in advance and other necessary postage details so that you can just pack and go (if your show is a long distance from home). Some shippers, like
UPS, offer discounted rates for frequent trade show attendees if you use your shipping account to send trade show materials back home. Ask your UPS Rep for details!
The best way to be fully prepared is to prepare for the unexpected. Visit a few tradeshows before you become an exhibitor to get a feel for the show and the lay of the land. Remember, even seasoned veterans can be thrown a curve ball when it comes to traveling, packing and preparing for a trade show. The better prepared you are, the better the show will be!
Allison B. Kontur
www.BathBodySupply.com
