Category: Trade show

Trade shows are fast-paced environments where even the most carefully planned exhibit can run into unexpected issues. From minor technical setbacks to visual design adjustments, exhibitors are often required to make quick decisions on the show floor. For event planners working with limited time and budgets, having a few reliable booth “hacks” can make a significant difference in maintaining a polished and functional presence.

This article outlines a range of practical, do-it-yourself solutions to common booth challenges. These low-cost strategies are designed for adaptability and efficiency, helping exhibitors improve their setups without the need for additional vendors or significant investments.

1. Fast fixes for display wear and tear

Over the course of a multi-day event, booth components such as banners, signage, and flooring can experience wear. Minor damages can impact the professional appearance of a display.

DIY hack:
Use clear packing tape, black gaffer tape, or adhesive Velcro strips for quick and discreet repairs. Gaffer tape, in particular, is useful for securing floor edges that have started to curl or fray. Velcro strips can reattach lightweight signage that may have come loose from walls or furniture. For fabric displays, a portable fabric steamer can help remove wrinkles that accumulate during transport or storage.

2. Managing cable clutter

With lights, monitors, and devices in use, cable management is often overlooked until it becomes a visible tripping hazard or visual distraction.

DIY hack:
Use inexpensive cable sleeves or adhesive-backed cable clips to organize and hide cords. Binder clips or zip ties can also keep wires out of sight and prevent tangling. For a cleaner look, some exhibitors wrap cables in colored fabric or run them beneath adhesive-backed faux flooring strips that match the booth’s palette.

3. Creating storage on the fly

Limited storage space is a common issue, especially in smaller booths or island exhibits without enclosed backrooms.

DIY hack:
Portable storage ottomans or hollow cube stools can double as seating and storage. Many collapsible canvas bins or foldable fabric boxes can be easily tucked under counters or behind banners. If using a printed tablecloth, the area beneath a table can discreetly store extra materials, tools, or personal belongings, provided it remains tidy.

4. Enhancing booth lighting without a full rig

Lighting plays a key role in booth visibility and product presentation. However, trade show lighting options can be expensive or technically restricted.

DIY hack:
Clamp lights, battery-powered LED spotlights, or magnetic puck lights are all viable options for improving booth lighting at a low cost. Some exhibitors use battery-powered strip lighting with adhesive backing to highlight product displays, banner frames, or counters. These are lightweight, portable, and require no technical support to install.

5. Addressing banner alignment issues

Portable banner stands and pop-ups don’t always assemble evenly, especially after repeated use or a rushed setup.

DIY hack:
Adjust uneven displays with rubber doorstops or foldable shims to level the structure. For alignment issues with telescopic banners, adhesive Velcro strips or small binder clips can help hold fabric or vinyl taut and eliminate sagging. Carrying a small toolkit with an Allen wrench, pliers, and zip ties can help make quick adjustments on site.

6. Portable product display solutions

Some exhibitors arrive to find that the venue-provided table or shelving is not suitable for displaying their specific products.

DIY hack:
Collapsible tiered stands, pegboards with foldout legs, or even repurposed dish drying racks can serve as functional product displays. Lightweight, modular cardboard shelving is another option that can be assembled on-site and recycled afterward. Vertical file holders or clear acrylic easels can be used to display brochures or flat samples for tabletop use.

7. Sound control in open spaces

In open-booth formats, conversations with leads can be disrupted by surrounding noise from other exhibitors or PA systems.

DIY hack:
Portable privacy panels or sound-dampening dividers can be made from foam-core boards covered in fabric. For a quick solution, some exhibitors bring collapsible acoustic panels or use standing banner walls arranged in a V-shape to help block out some ambient sound. Headphones with built-in microphones can also aid in product demos requiring clearer audio.

8. Emergency branding repairs

Graphics may get damaged in transit or look less sharp once placed under exhibit hall lighting. Replacing printed materials during the event is rarely practical.

DIY hack:
Keep a digital library of branding elements, such as logos, QR codes, and product sheets, on a USB drive or tablet. If something is damaged or missing, these files can be printed at a nearby print shop or business center. Carrying a small stock of adhesive vinyl decals, pre-cut brand stickers, or magnetic logos can help patch or enhance visuals in a pinch.

9. Repositioning traffic flow

Sometimes, the booth layout doesn’t perform as expected. Attendees might walk past without stopping, or the interaction zone becomes congested.

DIY hack:
Lightweight signage with directional cues (“Start here,” “Scan here for a demo”) can be repositioned throughout the day to guide attendee movement. Moving product samples or display items closer to the aisle can also encourage more walk-ins. Folding stools or narrow counters can be repositioned to open up space without requiring a complete redesign of the booth.

10. Temperature and comfort adjustments

Exhibit halls can vary in temperature, and standing for hours can be physically taxing for staff.

DIY hack:
Small, USB-powered fans or clip-on desk fans can offer relief in warm booths. Anti-fatigue mats, often used in retail, can be placed behind counters where booth staff will be standing most of the day. Foldable stools or leaning chairs can offer resting options during quiet periods without appearing disengaged to attendees.

11. Back-up supplies kit

Even minor items, such as pens, name badge holders, or sanitizers, can disrupt operations when they are missing or depleted.

DIY hack:
Prepare a compact booth emergency kit stocked with common consumables: Velcro, double-sided tape, scissors, cleaning wipes, USB chargers, Sharpies, extra lanyards, hand sanitizer, granola bars, and pain relievers. Store it in a clearly labeled container near the storage area or under a table for easy access.

12. DIY giveaways that don’t strain the budget

Giveaways are expected at many events, but high-quantity promotional items can be expensive.

DIY hack:
Consider small, printed “thank you” cards with QR codes linking to exclusive content, digital downloads, or post-show discounts. Another approach is to create interactive experiences, such as spin-the-wheel games or trivia cards, that offer smaller, random prizes like mints or pens. These options keep attendee interest high while minimizing costs.

In conclusion

In the context of B2B events, booth design and execution reflect directly on the brand. While large-scale booth upgrades may not always be feasible during an event, small, thoughtful interventions can resolve common problems efficiently. These DIY hacks are not intended to replace professional exhibit design but to supplement it, giving exhibitors and event planners the tools they need to adapt in real time.

As trade shows continue to evolve, adaptability will remain a crucial asset. By integrating a few of these low-cost, portable solutions into your standard event toolkit, you can reduce stress, maintain professionalism, and ensure smoother booth operations across a range of event environments.

 

Author: Veronique Colombani

Are you planning to attend a trade show or event soon? Eyes may already be on you as visitors get ready to discover your offer, but there is an important question you need to answer: where should you put your trade show booth to maximize its impact?

Welcome to the fascinating and sometimes complex world of choosing the best location for a trade show booth. Think of it as a battle strategy, where every decision counts. A thoughtfully chosen location can propel your company to new heights, while a careless selection leaves your booth at risk of being lost in the shadows, and your hard work will barely be noticed.

The experts at totm exposition, who specialize in the manufacturing of custom trade show booths, guide you through the key steps in transforming your trade show booth location into a valuable strategic asset.

Why is trade show booth location so important?

When planning to attend a trade show, choosing a good booth location is very important. In fact, it’s one of the decisive factors in making your trade show a success. Successful event project management begins with understanding why location is so important.

Optimise visitor flow to your stand

A strategic location can bring a steady flow of visitors to your stand. Main aisles, high-traffic areas and locations close to popular booths will naturally attract more people. More traffic means more opportunities to engage in conversations, present your products or services and, ultimately, convert visitors into potential customers or partners.

Increase brand awareness

But location isn’t just about attracting visitors. It also influences brand experience. Being well-placed means your name and message are exposed to a wider audience, boosting brand recognition. It can also give you an edge over the competition by allowing you to be among the first booths visitors see and remember.

Key steps to choosing your trade show booth location

If this is your first trade show, take the time to visit the venue as an outsider. This will help you assess which factors are important when choosing your trade show booth location.

To maximize your success, check out our article on “How to choose a trade show”.

1. Analyse trade show layout and direction of traffic

Observe how visitors move around at the show and identify high-traffic areas. Check the entrances, exits and main aisles of the show. The areas near these features are often the busiest. Make sure you also take a look at rest areas and catering facilities, as these generally attract a constant flow of visitors.

2. Analyse statistics from previous events

Use data from previous shows to identify the most popular areas. Many event organisers provide detailed pedestrian traffic reports that can help you identify the most visited locations. Use this information to choose a strategic location that will maximise your visibility and the number of visits to your stand.

3. Locate the biggest exhibitors and your competitors

Note the locations of the big exhibitors who naturally attract plenty of attention. You should also locate your main competitors and take notes on their stands and presentation. Positioning your booth close to these major players can allow you to benefit from their ability to draw attract a crowd while keeping a close eye on your competitors. However, be careful not to get too close to avoid having your booth overshadowed.

4. Choose a space that suits your needs

Evaluate the logistical aspect of the location and make sure your booth is well located for easy access, and that it meets your specific needs. For example, if you need space for a live demonstration or for trade show furniture, make sure your location can accommodate these requirements. A good location should facilitate interaction with visitors while allowing optimum presentation of your products or services.

5. Reserve your spot well in advance

Reserving your spot early is key to getting the best possible location. The most popular locations are often booked up quickly, so it’s important to plan ahead. By booking early, you’ll have more choice and be able to select a location that perfectly matches your strategic objectives. You can likely also benefit from preferential rates and avoid last-minute price increases.

What are the best locations for your trade show booth?

Trade shows offer a variety of booth locations, each with its own advantages and disadvantages. Understanding your options will help you make an informed decision. Book early, ask the organizer questions, and remember to consider any planned entertainment to choose the best location for your needs.

At the entrance

The main entrance is often the first point of contact visitors have with the show, and it therefore has an influence on their first impression. A position close to the entrance will guarantee that your booth is one of the first to be seen. This offers maximum visibility as and allows you to capture visitors’ attention as soon as they enter. However, this location can be crowded, making interaction more difficult. It’s also possible that visitors will be in a hurry to explore the show further and pass your booth quickly.

At the exit

Exits, like entrances, see a constant flow of visitors, particularly at the end of the day. Placing your booth close to the exit allows you to attract attention as visitors leave the show, often after they have explored all other offers. This means you could leave a lasting impression with a booth at this location. However, visitors could also potentially be tired and less receptive, and you may have less traffic earlier in the day.

In the back

Locations at the back of the show may seem less attractive, but they have their own unique advantages. They offer less competition for attention, and the visitors who make it to the back are often more engaged and interested. However, there is less traffic here overall, and you may have to make an extra effort to attract visitors.

Near the toilets

A location close to the toilets may seem unattractive, but this area sees constant visitor traffic. This means it’s a good location to attract attention during visitors’ breaks. However, there are potential odour and noise factors to consider, and visitors may be in a hurry and less inclined to stop when they pass by.

Close to the entertainment

Entertainment areas naturally attract a lot of visitors, which creates a dynamic environment. A location close to an entertainment area offers high traffic, but noise and distractions can make interaction difficult, and visitors may be more focused on the entertainment than on your stand.

Close to the food court or snack area

These areas are natural meeting points where visitors gather to rest and socialize. A location near a food court offers high and constant visitor traffic, with the opportunity to engage visitors during their breaks. However, noise and congestion can be drawbacks, and visitors may be more interested in relaxing than interacting.

Next to a conference room

Conference rooms are where participants gather for presentations and workshops. A location close to one of these areas attracts targeted traffic of visitors interested in specific topics and offers an opportunity to capture their attention. However, noise and interruptions during sessions can be inconvenient, and visitors may be rushed to attend conferences and less likely to stop at your booth.

Near a rest area

Rest areas are a quiet space for visitors and are designed to encourage relaxed conversation. A location close to a rest area allows for extended interactions and the opportunity to chat with visitors in a more relaxed setting. However, there is less fast-moving traffic here and visitors may be more focused on resting than on interacting.

More factors to consider

Here’s a list of other factors to keep in mind:

• Number of entrances: Find out how many entrances there are, as this can affect the distribution of visitors.
• Island stands: These can offer a good opportunity, as they will be surrounded by visitors, but remember that they are not always accessible from all sides.
• Lighting and windows: Evaluate where windows are located and consider your trade show booth lighting, which can affect the visibility of your booth.
• Hanging signs: Check for suspended signs and verify the height of the ceiling, both of which can affect the visibility of your trade show booth.
• Obstacles: Be aware of potential obstacles such as columns or stairs that could block the view of your booth.
• Required space: Determine how much room you need for your booth, based on your goals, the number of visitors and your budget.

Basically, prepare in advance, observe the venue carefully, and select your location based on the above factors to maximize your success at the event.

Should you set up your booth close to your competitors? 

There is frequent debate around the pros and cons of placing a trade show booth close to competitors. You could argue that this location could attract an audience who are already interested in your sector, but being too close can also lead to direct competition for visitors’ attention, and take attention away from your booth.

You should carefully consider the advantages and disadvantages of being located near to a competitor and consult the organizers to make an informed decision. If you feel that this would not be a good choice for you, it’s important to ask for a different location. 

Advantages

Placing your booth close to that of your competitors can attract a targeted audience that is already interested in your sector. You benefit from an influx of traffic and from direct comparison, which can be an advantage if your products are of better quality. Being close to large exhibitors increases your visibility and can open up opportunities for collaboration.

Disadvantages

On the other hand, being located lost to your competitors will force you to compete for attention, especially if they have more attractive booths. Your products may look less appealing next to those of more experienced participants. The traffic to their stands can also use up too much space, making interaction difficult, and visitors could also confuse your products with theirs.

Stand out from the competition

Make sure you stand out with an attractive booth design. For best results, you can rent or buy a custom trade show booth. It’s also a good idea to register as early as possible. The longer you wait to register for the event, the less choice you’ll have when it comes to your booth location. Make sure to plan a trade show checklist carefully, leaving no stone unturned, from budgeting to communicating with your potential customers.

totm can help you make the most of your location with an attractive trade show booth

Choosing the right location for your trade show booth is an important step towards a successful event. It can influence your visibility, your interactions with visitors and, ultimately, the commercial success of your participation. 

At totm exposition, we understand the importance of every decision you make to promote your business.

Whether you’re opting for a strategic location or looking for creative ways to leverage your space, our team is here to help you achieve your goals. With our extensive expertise in exceptional trade show booth design, we’re ready to support you every step of the way.

Please contact us or take a look at our work to discuss how we can make your business shine, whatever location you choose.

 

Inclusivity is a necessary standard for creating environments that accommodate everyone, regardless of their physical abilities or limitations. This is especially important in dynamic, interactive environments like trade shows, where businesses showcase their latest offerings and innovations. 

A trade show booth is a crucial touchpoint with potential clients and partners; therefore, making it accessible is not only a nod to ethical responsibility but also broadens your potential client base, ensuring that every attendee has the opportunity to engage with your products or services. 

In this article, we will share how you can design your booth to be accessible and welcoming to all attendees.

Understanding accessibility and inclusivity in booth design

The Americans with Disabilities Act (ADA) requires all exhibits to be equally accessible to attendees with disabilities. Adhering to the ADA guidelines is crucial to ensure your booth meets legal standards for accessibility. This not only helps in avoiding legal repercussions but also demonstrates a commitment to inclusivity.

Accessibility involves designing spaces and products that are usable by people with a wide range of abilities. This includes those who have mobility challenges, visual or auditory impairments, or other disabilities that could make navigating a typical trade show booth difficult.

By prioritizing inclusive design, you can create an inviting atmosphere that encourages interaction and engagement from a diverse audience.

Physical accessibility

Space and mobility

An accessible booth begins with its layout. The space should be free of barriers that could hinder someone who uses a wheelchair or other mobility aids. Aisles should be at least 36 inches wide to allow comfortable maneuverability. This helps prevent congestion and allows for easy movement within the space.

Consider having tables and displays of varied heights: lower ones for those who might be seated and higher ones for those who are standing. This variation ensures that everyone has access to your materials and products.

To prevent accidents, flooring should be stable, firm, and slip-resistant. Thick carpets, uneven surfaces, or cords that cross walkways can be hazardous. Opt for flat, smooth flooring that allows for easy movement of wheelchairs, walkers, and strollers. Avoid raised platforms or steps within your booth. If elevation changes are necessary, provide ramps with a gentle slope to facilitate everyone’s access.

Accessible seating

Offer seating at different heights and styles to cater to diverse needs. Ensure some seats have armrests and back support for attendees who may require them. Leave sufficient space around seating areas to accommodate wheelchairs and other mobility devices.

Visual accessibility

Signage and displays

Use high-contrast colors for text and backgrounds on all signage to enhance readability for visually impaired attendees—for instance, dark text on a light background or vice versa.

Additionally, clear signage should be provided in large, readable fonts, and Braille should be included for attendees who are blind or have low vision. 

Employ large, clear fonts for all written materials, including banners, brochures, and digital screens within your booth.

Lighting

Lighting is another crucial element. Ensure that your booth is well lit with even lighting to avoid shadows and glare, which can be disorienting for people with visual impairments. Avoid using strobe lights or overly flashy multimedia that can cause discomfort or seizures in individuals with photosensitive epilepsy, and consider using adjustable lighting solutions to cater to different needs and preferences.

Auditory accessibility

Sound management

Trade shows can be noisy. To minimize background noise, use sound-absorbing materials in your booth design. This can help attendees with hearing impairments or those who rely on lip-reading.

If you’re conducting presentations or demonstrations, provide assistive listening devices or systems to ensure everyone can hear and participate fully.

Clear communication

Train your staff to speak clearly and face attendees directly. This will help those who lip-read and ensure clear communication for everyone.

Critical information should be available in written format, such as brochures and info sheets, for attendees who might have difficulty hearing.

Sensory accessibility

Sensory-friendly spaces

Trade shows can be overwhelming sensory experiences. To make your booth accessible to individuals with sensory sensitivities, consider offering some quiet, less crowded times or private appointments to view your booth without the hustle and bustle. 

Designate a quiet area within or near your booth for attendees who may become overwhelmed by the sensory input of a busy trade show, and incorporate calming elements such as plants or soft textures to create a soothing atmosphere.

Interactive elements

When incorporating technology and interactive elements, ensure that they are accessible. This includes providing subtitles or sign language interpretation for videos, interactive screens at accessible heights, and perhaps tactile models or samples that allow individuals to feel and engage with the products. This could be through textured materials or 3D models.

Make sure you provide information in multiple formats—visual, auditory, and tactile—to accommodate different sensory needs.

Staff training

Having an accessible booth design is only part of the equation. Equally important is having staff who are trained and prepared to assist all attendees. Staff should be knowledgeable about the booth’s layout and familiar with the principles of interacting respectfully with attendees with disabilities, such as speaking directly to a person rather than to their companion or interpreter.

Ensure that your staff is ready to communicate in multiple ways, whether through writing, speech, sign language, or digital devices. Being flexible in communication methods ensures that you can effectively engage with all attendees.

In conclusion

Making your trade show booth accessible is not just about removing physical barriers but also about fostering an environment where all attendees feel valued and included. By considering physical, visual, auditory, and sensory accessibility and by training your staff accordingly, you can ensure that your booth is an inviting and engaging space for everyone. 

An accessible booth not only complies with legal requirements but also opens your business to a broader, more diverse audience, enhancing your overall trade show success. It shows potential clients that your company values accessibility and inclusivity, which can distinguish you from competitors.

 

Author: Veronique Colombani

Organizing a trade show requires a bit of strategy, but good planning can radically transform the success of your participation and influence how attendees see your brand. In the dynamic world of business opportunities, being prepared is the key to standing out from the crowd. Join the experts at totm exposition, custom trade show booth manufacturer, as we guide you through our 9-point checklist for organizing a successful trade show.

From planning in advance to creating a booth that is perfectly geared toward your goals, every detail counts if you want to make your next trade show a memorable and profitable event.

1. Define your goals and plan events in advance

Before you dive into the hustle and bustle of your next trade show, take a moment to map out what, for you, would make your participation a success. The key? Define clear, strategic goals. Ideally, you should set your objectives 12 months before the event. To do this, start by figuring out which of the following is most important:

• Are you looking to increase brand awareness?
• Do you want to launch a revolutionary new product?
• Are you hoping to expand your network of professional contacts?
• Do you want to generate leads?

Each objective should be a beacon that guides your planning decisions. For example, if your aim is to attract new customers, your booth should be designed to encourage engagement and conversation, with trade show furniture that gives your customers a space to talk.

Never underestimate the power of planning; your booth and your actions need to be aligned with clear objectives for maximum impact.

2. Design a branded trade show booth

When you participate in a trade show, your booth design is crucial. A trade show booth must reflect your brand, since it is your primary tool for attracting and engaging visitors. Here are a few elements to consider. An attractive, effective booth should:

• Visually represent your brand, from colors and logo to overall style.
• Be accessible and functional to create a good visitor experience.
• Include interactive zones, even if there is not much room. Use space wisely.
• Integrate technologies like screens and interactive devices to engage visitors.
• Be equipped with lighting that draws attention to your booth and makes your products stand out.

A well-planned trade show booth becomes a major showcase for your company at a show. Whether you opt for a custom booth, a modular booth or a portable booth, every detail, from layout to display, must be carefully planned with your designer to maximize the overall impact.

3. Choose a strategic location

The location of your trade show booth within the exhibition space is very important.

In fact, choosing a great location can turn an ordinary event into an exceptional business opportunity. Here’s how to plan ahead to find the best spot:

• Register early to secure an ideal location.
• Be prepared to choose a spot in a central aisle or corner for prime visibility.
• Balance your budget. Keep in mind that the best locations can be more expensive. Plan your budget accordingly to balance costs and expected return on investment.

A well-chosen location can greatly influence your success. Also, to maximize the benefits of your trade show investment, send invitation emails to as many people as you can to increase attendance.

4. Plan logistics and accommodation early

When preparing for a trade show, logistical organization is crucial, especially when it comes to transportation to and from the event. You’ll need to plan and book all necessary flights, accommodation and rental vehicles in advance. Careful planning helps to avoid problems and control costs, so you can manage your trade show participation efficiently, with minimal stress.

5. Train your employees

Train your team so they are well-informed about your products and ready to engage in meaningful conversations with visitors.

A well-trained and motivated trade show team is a driving force behind your booth’s success. It’s important to choose the right people to represent your brand.

We recommend that you have at least three colleagues at your booth at all times, so it’s always busy. Assigning specific roles and responsibilities to each person can be helpful.

You should also establish your staffing needs in advance, so you have time to train your employees and also plan transportation and accommodation logistics with complete peace of mind.

6. Attract visitors

To make your trade show booth attractive, use bright colors and large posters.

Have communication materials such as brochures and business cards on hand, and promote them through various event communication tools (website, social networks, etc.) in line with your marketing plan.

Good lighting creates a pleasant atmosphere, and interactive elements such as touch screens will bring your booth to life.

Also, actively engage with visitors by answering their questions and demonstrating your expertise in your industry. Finally, measure the success of your booth, so you can make improvements when you prepare for your next trade show event.

For promotional materials, consider working with a graphic designer or booth manufacturer. Brochures and banners are always more effective when they have been designed by a professional.

7. Maximizing engagement at the show

To succeed at a trade show, it’s important to interact effectively with visitors. Here are a few tips and tricks:

• Be active on social networks. Use specific hashtags and interact with your online audience.
• Welcome visitors to your booth with enthusiasm, and be ready to answer their questions accurately.
• Regularly monitor how well you are achieving your goals, and adjust your strategies according to visitor feedback.
• Keep business cards handy for easy follow-up after the event.
• Use live demonstrations to showcase your products or services in an engaging way.

8. Venture beyond your booth

Getting out of your booth during a trade show can help you engage in opportunities for networking. You can also encourage a few members of your team to walk the aisles and interact directly with visitors. This proactive approach can attract more people to your booth and increase the number of potential contacts.

• Active engagement: Staff who are on the move should be well-informed about your products and ready to engage visitors with information and invitations to visit your booth.
• Distribution of marketing materials: They can also hand out brochures or samples to draw attention to your brand.

With a dynamic approach, you will create more opportunities for interaction and boost your company’s visibility at the show.

9. Organizing for a trade show: after the event

After the close of a trade show, it’s important to do effective follow-up and evaluate your success:

1. Quick follow-up with contacts: Get in touch with new prospects within the first week after the trade show. Send them thank-you emails and schedule meetings to strengthen ties and propose customized offers.
2. Evaluation of participation: Analyze how effective your efforts were at the show. Compare your results with your goals, consult with your team and study performance indicators to assess your success.
3. Learn from your experience: Rely on feedback to improve your participation at the next event, and if needed, improve your products or services. Post-event reflection is fundamental to refining your future strategies.

These post-event steps play a key role in maximizing the return on your trade show investment, and in preparing you effectively for future business events.

Organize your trade show with totm exposition!

At totm exposition, our trade show professionals are ready to help you with everything from booth design and manufacture to logistics and storage.

Contact us now to schedule a meeting or to ask about our turnkey services!

Every year, some 14,000 to 15,000 trade shows are held in North America. If you want your company to shine at a trade show, choose your event wisely so that you don’t get lost among the other exhibitors and miss reaching your target audience! But how do you choose the right trade show?

Our experts in custom trade show booth manufacturing and design are about to share the most important factors to consider before making your decision.

Are you ready to master the secrets of event success? Jump in and learn how to choose the right trade show, right now!

Why is it important to choose the right trade show?

If your goal is to attend a trade show, the first step is to choose the right event. The idea is not to take part in the first trade show that comes along, hoping for miraculous results. On the contrary, you need to target the trade shows that are best suited to you and your company. Opt for a trade show that corresponds to your specific area of activity and business goals.

Here are a few tips for choosing the trade show that best suits your needs.

1. Understand and define your goals

Think of this step as the compass for your event success. Before you begin to look at your options, you should clearly define your goals. This key step will guide all your future decisions. What do you want to get out of attending this event? The answer to this question will help you choose the ideal show for your company, and establish an appropriate trade show budget.

There are many possible reasons why you could want to attend a trade show:

• Increase your brand awareness or image
• Introduce new products or services
• Develop new strategic partnerships
• Analyze the competition and better understand their ways of doing business
• Acquire new customers

Taking part in a trade show is a big commitment, and you will want to maximize your return on investment. By defining your objectives in advance, you can make the most of your participation.

2. Get ready to meet your potential customers

Before the trade show, make sure you have a thorough understanding of your company and your products/services. Be prepared to engage in discussions with interested visitors and answer their questions.

Trade show audiences vary enormously from one show to another. So before choosing your trade show, you need to identify and understand your target audience.

Are you targeting:

• buyers
• suppliers
• distributors, and/or
• technical partners?

3. Choose a show that suits your business and your customers

In the world of trade shows, there are many options to choose from. The key lies in selecting a show that aligns with your field of activity and target audience. Pay particular attention to how many professionals will be attending the trade shows you’re considering.

There are two main categories of trade shows: those for the general public and those for industry professionals. The former are ideal for presenting new products or services and marketing directly to customers. Trade shows for professionals can be an excellent opportunity to expand your network of contacts, check out your competitors and establish new supplier or partner relationships.

However, it should be stressed that not all trade shows will be a perfect match for your business. It’s essential to make sure that your target audience will be attending the event you want to go to, and to be sure that the show will meet your expectations and be focused on your field of activity.

4. Select the right venue for your trade show

There are several factors to consider when choosing an appropriate location. In order for you to attend the event successfully, the area must be easily accessible, as spacious as possible, and in line with the specific requirements of your trade show booth. And don’t forget to take into account the expected number of guests and the space required to accommodate them. Once you’ve decided on a venue, it’s time to draw up the invitations.

There are several ways to attract event attendees to a trade show. You can rely on physical invitations as well as SMS messages, among others. Using communication tools such as social networks to promote your event is another proven approach.

5. Choose a show with a good reputation

The reputation of a trade show should play a role in your decision whether or not to attend. Opting to participate in a renowned show can not only attract a wider audience, but also generate favorable media coverage.

With this in mind, take the time to carefully examine each trade show’s website. If the show does not have an online presence, it is not a good sign.

Details included on the website could also help you prepare for your participation in the event.

Other factors to consider

There are a number of other criteria to consider when choosing your trade show. Let’s take a look:

The cost of participating in the exhibition

The costs involved in your participation should fit within your budget, as some trade shows are more expensive than others. We also encourage you to read our article on the costs of attending a trade show.

Entrance fee

A free trade show is likely to attract a larger crowd. Needless to say, this crowd must match your target audience.

Logistics

To participate in a trade show, you will need a trade show booth, a team of employees and a host of accessories and supplies. If the trade show is being held outdoors, you’ll also need to think about logistics and transportation.

Other factors such as the dates and duration of the trade show, the quantity and quality of visitors should also be considered when choosing the right trade show.

Choose the right trade show with totm exposition!

Choosing the right trade show won’t happen by accident. By following the above steps and making informed decisions, you can make the most of every event as an opportunity to drive business growth.

Ready to choose the perfect trade show? Contact us for personalized advice to maximize your impact at your next event.

Are you an ambitious trade show exhibitor looking for the ultimate way to wow your audience? Look no further! In the fast-paced world of trade shows, furniture rental is proving to be the secret to success for even the most selective exhibitors. Wondering how some stands shine so brightly and create such an irresistible atmosphere? The answer is clear: professional trade show furniture rental offers exceptional benefits that make all the difference.

In this article, totm exposition trade show booth manufacturer in Canada presents the 5 far-reaching benefits of renting furniture to bring your trade booth to life. Get ready to discover how rentals will help you stand out, save money and impress your visitors like never before. Are you ready to shine on the trade show stage? Let’s get started!

Benefit 1: Versatile, adaptable furniture

When participating in trade shows, it’s essential to be prepared for wide variety of exhibition spaces. That’s where furniture rental comes in, offering unparalleled flexibility so you can adapt to each unique environment. Customize your stand with a variety of options, from comfortable seating to eye-catching reception counters and elegant displays that reflect your creative vision.

Whether you’re looking to create a chic, elegant ambience, or you’re leaning more toward a friendly, modern space, the furniture rental options are almost endless.

Benefit 2: Reduced costs and savings

When it comes to participating in trade shows or exhibitions, the cost of purchasing furniture can be high, especially if you don’t plan to reuse these pieces after the event. This is where furniture rental makes financial sense.

By opting for trade show furniture rental, you avoid the high cost of purchasing specific pieces that may only be used for a single event, and can manage your expenses more efficiently. This will allow you to invest more in other aspects of participating in a trade show, such as promotion, advertising, your booth or the products to be displayed. What’s more, you don’t have to worry about storage, transportation or furniture maintenance after the event, which also represents additional savings.

The same applies to trade show booths: at totm exposition, you can rent or buy them directly!

Trade show booth furniture rental is especially beneficial for small companies and start-ups who need to keep to a tight budget but want to present a professional, high-quality booth. By saving on furniture, exhibitors can reallocate their budgets to maximize their impact at trade shows and boost their return on investment.

Benefit 3: Quality and variety of available furniture

Another major advantage of renting trade booth furniture is variety. By choosing this option from specialist companies, you have access to a selection of pieces in a wide range of styles and of superior quality. This means you can create a unique stand that matches your brand image.

Furniture rental companies understand that trade show booth owners want to have impeccable items that reflect positively on their companies. They therefore select top-of-the-range pieces, made from quality materials, designed to look modern and elegant. Furniture rental companies maintain their furniture carefully so that rental pieces are always in perfect condition. You can be sure that your stand will attract attention if you include rented items that offer your visitors an exceptional visual and tactile experience.

Benefit 4: Save time and stay organized

Furniture rental is a breath of fresh air for exhibitors who want to save time and make it easy to organize their trade show participation. With this practical solution, you can avoid the constraints and costs associated with purchasing and storing furniture. Instead, concentrate on what’s most important: the success of your event.

When preparing for a trade show, it’s common to face a number of logistical and event project management challenges. Purchasing furniture is an additional responsibility that involves planning, delivery and storage. By renting furniture, you spare yourself the hassle, since specialized companies will take care of all the logistics. They usually offer a complete service that includes delivery, installation and furniture pick-up at the end of the event, freeing up your team from tedious tasks.

How to organize a trade booth

Participating in trade shows is an effective way for a company to attract potential customers and investors. A well-organized trade show booth is essential. It’s important to avoid bulky accessories and furniture; instead, opt for furniture that’s easy to transport and assemble, so you can save time on set up and take down.

When designing your booth, you should also consider storage, such as display units and shelving. When it comes to decoration, choose low-cost items like posters, frames, signs, information panels and rechargeable lightbulbs. You can use these elements to present your products or services in an appealing way and they won’t weigh down your stand.

In short, a well-organized trade booth includes appropriate furnishings and clever, practical decoration. These are the keys to successfully attracting the attention of visitors and investors at trade shows.

Benefit 5: Respect for the environment and sustainable development

Renting furniture for trade shows is also an eco-responsible approach. With trade show furniture rentals, you can play an active part in reducing the waste associated with disposing of single-use items and help the environment. Renting trade booth furniture is a sustainable choice, and reusing furniture at different shows is a concrete way to:

• Reduce your carbon footprint
• Use fewer resources
• Reduce the environmental impact of manufacturing and transportation
• Promote a circular economy, where resources are used more responsibly and sustainably

By being more eco-responsible at trade shows, companies can enhance their brand image and show they are committed and responsible. They can also actively contribute to the preservation of the environment and demonstrate their commitment to responsible business practices.

At totm exposition, we have a genuine environmental conscience and make gestures every day to support sustainable development. We offset our greenhouse gas emissions through reforestation and actively contribute to the preservation of natural resources.

Together, let’s adopt sustainable solutions to build a future that is more respectful of our precious environment.

totm exposition: an eco-responsible partner for exceptional trade booths

By choosing to rent furniture for your next trade show, you open the door to numerous benefits. Flexibility, savings, quality, variety, simplicity and respect for the environment are just a few of the benefits of trade booth furniture rentals. Transform your booth into a true exhibition masterpiece and use your time to concentrate on the essentials: engaging your visitors, making your company stand out and maximizing your impact.

While you reduce costs and improve your overall trade show experience, you’ll also score points with your customers and partners thanks to an eco-responsible and sustainable approach.

Are you ready to shine on the trade show scene? Trade show furniture rental is the key to transforming your stand into a striking and memorable exhibition space. Contact totm exposition and give us the opportunity to create a trade show presence that represents your brand image via our comprehensive services.

One of the most effective ways to build brand visibility in your target market from people who already have a potential interest in your product or services is through trade shows. These large-scale industry events provide an excellent opportunity to network directly with potential clients.

This handy guide to effective trade show marketing will help you develop a strategy that will go a long way in making a big impact and generating leads for your business.

What is trade show marketing?

Trade show marketing refers to brands and businesses showcasing their latest products and services at an industry-specific event. These events not only offer businesses the opportunity to market themselves to attendees, but also provide the chance to gather competitive intelligence from other companies in attendance.

Trade shows have excellent marketing potential due to the sheer number of prospective customers that companies can target and communicate to. Most brands and businesses install trade show displays with video screens, printed signage, marketing materials and knowledgeable sales representatives to showcase their products and services.

The difference between B2C and B2B trade show marketing

The main difference between B2B and B2C trade show marketing is the target audience profile. B2C trade shows are intended to promote to companies that sell products or services to consumers, while B2B events are tailored for businesses that sell to other businesses.

B2C trade shows are primarily aimed at consumers, who are more inclined to buy early if certain products or services resonate with them. It can be difficult to build strong connections with any one person at B2C venues when there are hundreds or thousands of people in attendance. As such, it is all the more important to make your booth stand out from the crowd.

B2B trade shows are geared toward selling to other companies and typically require dealing with multiple contacts, which can take longer for final buying decisions to be reached. Exhibitors will often need to spend more time building relationships with different contacts after the event is wrapped up.

Trade show marketing plan

Creating an effective trade show marketing strategy requires some planning in advance. Take care of the following elements before diving into the marketing strategies you will use to engage your target audience.

Define your goals

As with any other marketing initiative, you will need to plan your strategy around a set of core objectives and KPIs.

Clearly defined goals will help you measure the impact of your show participation by tracking event data, ensure that you have a clear picture of what you want to accomplish and that all employees are firmly committed to achieving it.

Choose the right events to attend

Once your goals have been clearly defined, you will want to choose the most relevant trade shows to attend to achieve your objectives. Make a list of trade shows that target your industry or your ideal customers and narrow it down to the ones that make the most sense for different considerations:

• Timing of a new product launch
• Budget
• Distance to travel
• Staff availability

Prepare your booth

Perhaps the most important aspect of trade show marketing is your booth design. Your booth should be appealing to your ideal customer and displayed in a way that captures the attention of participants as they walk by.

There are many booth design options available including modular booths and portable booths so make sure you do some research beforehand. You will also want to consider details that are sometimes overlooked such as booth lighting and digital signage. The more your booth design stands out, the more likely you are to attract attendees and achieve your goals.

Choose your booth staff

A good team can make or break your objectives at a trade show. When choosing booth staffers, opt for team members that have experience in sales and customer interactions if you want the best results.

You will also want to ensure you have someone present at your booth at all times. This typically means having a minimum of 2 employees staffing your booth, with 3 or 4 being an ideal number of staffers.

Prepare trade show marketing materials

Allocate some of your trade show budget on marketing materials that will grab attention and keep potential buyers interested after the event. Here are some of the most effective marketing communication materials you can bring to a trade show:

• Business cards
• Merchandise or promotional items
• Brochures
• Samples
• Banners and posters
• Loyalty or rewards cards

Trade show marketing strategies

Now that you have clearly defined goals, know which trade shows you will be attending, have selected your staff and budgeted for marketing materials, you can start thinking about the most effective marketing strategies to use before, during and after the event.

Pre-show marketing strategies

Before the trade show is when you will want to promote your presence at the event. Here are some of the best pre-event marketing strategies.

• Social media marketing: Organizers will surely make use of social media to promote their trade shows. Utilize hashtags for the event to promote your business and raise awareness of your brand.
• Website and blog promotion: One of the best ways to let customers know you will be participating in a trade show is to announce it on your website. Create and share a blog post about the trade show you will be attending with links to the event registration page.
• Email marketing: Promote your trade show attendance with a trade show invitation email to your existing customers. This will help you draw more traffic to your booth and generate more sales.

Marketing strategies during the show

There are various marketing tactics you can employ at the trade show to attract more attendees and help you achieve your goals. Here are some the most effective marketing strategies to use during the event:

• Give out marketing freebies: Supplying attendees with marketing materials at your booth is an easy way to give them a memorable experience while promoting your brand. As mentioned earlier, these might include brochures, promotional items, rewards cards, free samples and more.
• Run a contest or giveaway: A trade show contest is a great way to engage potential customers, promote your brand and collect contact info for post-event targeting. Giveaways of your merchandise or free products, services or demos are effective ways to generate brand awareness.
• Interactive product demos: Another great way to drive traffic to your booth is with hands-on demonstrations that allow visitors to directly experience your products or services. This is where having friendly booth staff comes in helpful, since demos should be a guided experience that walks your guests through each step.

Post-show marketing strategies

Last but certainly not least are the marketing strategies you will want to employ after the trade show. Maintaining engagement with your leads and prospects after the trade show is especially important for post-event success.

• Follow up with leads: After a trade show, follow up with leads to strengthen your engagement and guide them through the sales funnel to a purchase. This is most typically done with the help of an email campaign.
• Measure your KPIs: As mentioned earlier, it is important to have clearly defined goals in order to measure your success after a trade show. When all is said and done, take stock of your KPIs so that you can adjust your marketing strategies for future events.

Trade show marketing with totm exposition

While trade shows can be intimidating (particularly your first event), your participation can have a meaningful impact on your revenues if you have a well-defined marketing strategy in advance. And since all trade show marketing efforts essentially revolve around your booth, it’s important to make sure that your design stands out from the crowd.

totm exposition is a global leader in trade show booth design and manufacturing and is always ready to create a stellar booth for your next trade show event. Get in touch with us now to discuss your needs or if you have any questions about our turnkey booth design services.

Whether you’re a novice or a seasoned veteran of promoting your brand at fairs, every trade show has its perks and pitfalls. There are a lot of moving parts to consider when planning and preparing for a trade show. Last minute issues and improper organizing can make or break your lead generation on the day of the event.

It’s important to know that mishaps can occur and to be aware of some of the most common mistakes to ensure a successful booth at your next trade show.

In this article, the trade show display experts at totm exposition share some of the most common mistakes businesses have made in promoting and planning their company exhibit at a trade show.

1. Choosing the wrong trade show

One of the most common and unintended mistakes for new businesses who wish to exhibit their brand at trade shows is in selecting the wrong industry or event. This is an innocent mistake that can have a large impact on your strategy and success.

Be sure to carefully research the trade shows you plan to attend to make sure they are a good fit for your business and that your target audience will be attending them.

2. No competitor analysis

Part of planning for an effective outreach for your brand at trade shows is to know your industry inside and out. This involves in-depth competitor analysis to determine the best possible strategy. Without benchmarking your own business to your competitors, you risk failing to stand out as a unique and innovative brand.

It is important to keep abreast of your competition’s products and marketing strategies. You can do this by analyzing the products, services and marketing materials of your competitors.

Competitor analysis should also be done at the event itself. Do not be afraid to wander the trade show floor and analyze what your competitors are doing well.

3. Improperly budgeting for the event

One of the first steps in planning for your next event is to budget for the trade show. Strategically allocating your funds and developing an appropriate plan based on your budget is crucial.

Failure to properly budget can lead to under or overspending in certain areas, which can hurt your return on investment and have a negative impact on your success.

4. Cutting corners on display booths

Having an outdated trade show booth can make it difficult to outperform competitors with a more modern design and layout. Cutting corners on design, materials, installation, and setup can be a big mistake.

Avoid the mistake of outdated installations by opting for custom booth designs that will significantly help avoid losing opportunities to competitors with more cutting-edge exhibits.

5. Lack of delegation and staff training

At your next trade fair, you need to prioritize appropriate delegation to key staff as well as plan for effective training of all staff and volunteers. Depending on your event, schedule the staffing hours effectively to allot time for breaks and additional staff during peak hours when foot traffic is high.

Choosing the right staff and making sure they receive enough training before the show is crucial  if you want to generate as many trade show leads as possible.

6. Lack of marketing before and after the show

Your business should make full use of your own channels to properly market for your event. Failure to use your own channels to market, whether its social media or your own mailing list, is a big mistake. Do not rely on the trade show’s limited marketing avenue, this is one of many opportunities you need to be proactive with.

Having a dedicated staff or liaison with social media and marketing before, during, and after the event is crucial to effectively promote and stay in contact with attendees and potential leads generated. Ensure that you have dedicated time to do post-event marketing where you follow up with all leads and share your business’ experience of the trade show.

7. Using outdated graphics and promotional materials

Promotional materials – brochures, pamphlets, slides, displays, and so on – are invaluable for effective outreach at trade shows. Using outdated graphics or promotional materials with obsolete or inaccurate information can cause problems with lead generation.

As with your trade show booth, your graphics and marketing materials should regularly updated to represent your brand as effectively as possible.

8. Lack of planning for lead gen

When you attend a trade show, one of your core goals is expanding brand awareness and generating leads for your business. It is important to use SMART goals to facilitate the collection of client information and generate sales for long term customer retention. Without effective planning and tools to generate leads, you will have an incredibly difficult time meeting your goals.

9. Failure to leverage technology

Technology is intertwined in trade shows, especially hybrid trade shows where conference calls and digital programming are instrumental in reaching audiences effectively. It is important to leverage the many benefits of technology into your installation. From trade show lighting and audiovisuals to interactive designs, aim to create a wow factor for your attendees.

10. Failure to follow up with leads and networking opportunities

A common mistake businesses make when they gather information on attendees is in timely responses for lead generation. Following up is crucial to generate conversions effectively and doing so in a quick timeline is best. Effective communication is the building block to future sales and opportunities for partnerships.

After the event, collect and organize your leads, prospects and networking opportunities in a sales intelligence tool or a simple spreadsheet. Then follow up no later than one week after the event.

Choose the design experts at totm exposition for your next trade show

Trade shows are exciting opportunities to expand your brand awareness and generate leads in your industry. With the goal of engaging prospects and expanding your network, it is important to diligently plan for a successful trade show. Avoid the common mistakes many businesses make when promoting their brand at trade shows.

If you want your trade show booth to stand out from the competition, you can trust the innovative designs and creative builds of our custom modular booths and portable booths. Contact us today for a turnkey solution.

Trade shows and trade fairs are important networking and business opportunities you need to take advantage of as a company. It’s a very important undertaking to balance your workload and to budget appropriately to make the most out of each event.

The custom trade show display experts at totm exposition share with you some budgeting tips and tricks to help guide you for your next trade show.

Trade show budget template: categorize your expenses

When you are budgeting for a trade show, a good template to use is breaking down your costs into 5 categories. The first category is your base amount because a general rule of thumb for budgets with trade fairs is to multiply your venue cost by 3.

For example, if your venue rental costs $10,000, you should allocate $30,000 overall. With the remaining funds, break this down into 4 other categories which make sense for your business’ structure, size and capacity.

These are five common budget categories for your trade show expenses:

1. Venue space cost: The amount of allocated funds to rent the space for your booth
2. Exhibit cost: The amount of money you spend on the design and manufacturing of your custom trade show booth
3. Services cost: All costs associated with your technical and logistical services rendered
4. Promotion and marketing: Any costs connected to your own marketing including paid ads, programming or graphic designing
5. Staffing: The amount you use to employ staff during the event and the time they spend in the booth

Use a pie chart to budget

Once you have your base cost for the venue rental, add the other 4 categories together and place these into a graph or chart. This is a great template method to visualize your budget to break down your expenses.

For example: If your venue costs $10,000, your total budget should be $30,000. You need to break down the extra $20,000 into 4 other categories to account for all the smaller expenses that will be incurred.

1. Venue space: $10,000
2. Exhibit cost: $10,000
3. Services cost: $4,000
4. Promotion and marketing: $2,500
5. Staffing: $3,500

A pie chart can look like:

 

Break down your expenses

With the categories of your expenses, it’s important to break down what each category entails. Some of the smaller expenses range from staffing expenditures to logistical services.

• Rental costs
• Marketing
• Staff
• Exhibition stands
• Logistics
• Show services
• Food and beverage

Rental costs

When you find the perfect trade show to attend as a vendor, contact the association to learn about the venue’s layout and pricing of each booth. Some areas may have higher costs due to their locations and others may be placed in adjacent corridors or annexes. Pick a location for your stand that suits your business needs with optimal foot traffic.

Marketing

The marketing of your booth is essential. If attendees don’t know where you are, your networking outreach will be hindered. A great way to invest in the best ROI is to market yourself through your own channels. Use social media and place paid ads or use other avenues in your networks like email outreach or offline techniques like postering.

Exhibition stands

With your venue’s location selected, rendering a perfect booth for your business is the next largest expense of a trade show. Customizable booths, portable booths, and dynamic displays are all great designs that will appeal to attendees. Use a turnkey booth designer for the manufacturing and installation of your booth.

Logistics and staffing

With the designing and space allocation of your booth, the technical logistics and scheduling of the event are important to account for. It is necessary to consider the in-house technical skills of your employees and whether you need to outsource this labour. The technical software and hardware you use, including lighting or laptops to display your brand and programming may be rented or purchased.

Show services

Smaller expenses that arise when you vend at a trade show include the costs of photography, security or cleaning. The set up and installation of the booth may cost you some hidden fees, as well as the tear down. If you would like professional photography completed, allocate this in the budget. You can use these moments for future marketing and outreach within your networks.

Food and beverage or product giveaways

Another slice of your budget is to allocate the money used for enticing attendees and participants to your booth. It’s not just about your brand, it’s also about the outreach and gestures of welcoming them to your brand. Having free samples or products to give away is an expense that needs to be considered outside of the mandatory expenses of staff overtures.

Booth designs and visualisation

A major expense to budget for in a trade show is the design and layout of your business’ booth. This is a core expense that requires time to plan, manufacture and install during the trade fair.

Opting for a manufacturer of venue booths who offers a range of different designs tailored to your business in mind is key to funneling your budget. With a turnkey designer of your trade show booth, you can easily manage and facilitate the logistics of your booth in record time while staying within your budget’s criteria.

At totm exposition, we offer three types of booths for your next trade show to fit any budget: custom designed booths, modular trade show booths and portable booths.

Trust the experts at totm exposition for your vendor booth

The layout and design of your next trade show booth is a big undertaking that needs a clear and well-defined budget. There are many moving parts to account for when you want to promote your brand in your industry’s trade fairs.

With your budget in hand, it is easier to delegate your roles and responsibilities to have a successful event.

Contact us for your next trade show’s booth design, manufacturing and installation.

When you are planning to exhibit at a trade show, there are millions of things to think about: reserve the spot for your booth, pay all the fees, the conception of your booth, the Internet access you will need, electricity outlets, furniture, screens, and the presentations that they will display, swag, etc.

One item often overlooked or left until the last minute is the team you will send to represent your company. And really, it shouldn’t, as your team members, more than anything else, can convey the right (or the wrong!) message. They are your biggest brand ambassadors, so you must pay extra attention to who you send!

In this article, we will share some tips to help you get the best team on the road for your next trade show. 

Tip #1: Pick the right people for your team

The team you are sending will be the face of your company during the trade show. It is, therefore, crucial to pick the best people for the job.

First, you will need to decide on the size of the team. This is highly dependent on the size of your booth, as you don’t want it to look overcrowded by salespeople on the prowl or empty and understaffed.

Another consideration is the number of people you expect to stop at your booth. If you send too few people, they run the risk of being exhausted and not at the top of their game, as they will have to run around taking care of everything. As you know, almost nothing goes as planned during an exhibition, and a million things will need to be taken care of. You don’t want your team to start snapping at potential clients or miss valuable opportunities just because they are burnt out.

On the other side of that coin, you definitely don’t want to send a whole army, as some of them will inevitably be redundant and drive your costs up (this excellent article from Christophe Depernet will explain how to calculate your trade show ROI and why the size of your team is important).

Photo by Randy Fath on Unsplash

Then, you need to pick the appropriate profiles. For example, if you are presenting technical products, you need people who know all the specifications and can explain them in layman’s terms. But these people might not always be confident when dealing with people they don’t know. This is why you obviously need your best salespeople there too. They will ensure the prospects are taken care of and introduced to the relevant technical staff.

You might also need, depending on the size of your booth (and your budget), one or two hosts who can welcome visitors and offer them a beverage while they wait on a salesperson to be available (that is, if your booth is extremely busy, which we definitely hope will be the case!)

Tip #2: Train them

You might think your people don’t need further training to represent your company properly. After all, they’ve been with you for what seems like forever.

But in the heat of the moment, it’s easy to forget what you’ve known for years! 

So make sure you create support documents that will give them all the details about the upcoming event: what trade show you are sending them to, where it is located, the purpose of your presence there, roles and responsibilities of the team members, and all the supporting documentation about the company you can gather, as well as the products/services they will be presenting.

Photo by Jason Goodman on Unsplash

Create an “elevator pitch” that your team can use to grab the visitors’ attention quickly. Don’t forget that sales at a trade show are fundamentally different from interacting during a business dinner or at the prospect’s office. Your salespeople need to be able to attract visitors to your booth and retain them for a more extended presentation of the company and the products/services you offer.

Also, start the training phase at least three months before the event so that your team has the time to digest all the information you are going to throw at them. Furthermore, they might be able to point at some potential problems that you can then address before the event.

Tip #3: Support them before and during the event

Aside from the information about the company and the products/services, you must ensure your team has all the relevant information regarding the trip beforehand. This includes travel information (flight number, boarding pass, seat numbers, car rental, etc.), accommodation details (name and location of the hotel, distance from the trade show venue, etc.), meal allowance, etc.

Photo by Mark McGregor on Unsplash

Once they are on-site, make sure they have a way to get in touch with you or somebody at HQ if they run into a (big) problem. They should be self-sufficient enough that they don’t need hand-holding, but sometimes an issue they won’t have the power to solve on their own will arise. So be sure to be available for them by giving them all the contact information of the people who can help them if the need arises.

Tip #4: Follow-up/debrief with the team

One thing that is very often overlooked is getting the team’s feedback on the event. They should be able to point out the things that went well and the ones that could be improved. For example, you picked what looked like the ideal location for your booth from the floor map the organizer sent you. But you didn’t see that your booth would be partially blocked by a pillar which hindered circulation around it during the event. Or you might have thought it would be a great idea to be as close as possible to that conference room. Still, you didn’t realize that the alleys were relatively narrow, and people attending the conference couldn’t actually see your booth properly because of the stream of people blocking the path.

You can also send your staff members a survey to share feedback about their experience at the trade show. That should help you determine if they felt they received enough training to make them feel confident, what could be done better or differently, etc.

Photo by Jason Goodman on Unsplash

Finally, it’s crucial to follow up with the sales team to ensure they do something with the collected leads. Too often, the leads just gather dust as your salespeople go back to their daily activities and promptly forget to follow up with the prospects they talked to at the trade show.

In conclusion

There are a lot of parameters to consider when building the team that will represent your company for your next trade show. 

Don’t forget your team will be the face of your company! They should be given all the necessary tools to be able to handle the situations that can (and will) arise during a trade show. They should also feel valued and supported.

But if you pick the right people and give them the right tools and help, your exhibition will be a success!

To help your team attract visitors more easily, totm exposition can make your trade show booths unique and attention-grabbing to interesting prospects. Contact us if you have a project you would like to discuss!