It is easy to let the design of your trade show booth fall to the wayside as you go about your daily routine at the office. You may notice the date of the trade show approaching on the calendar, and you may tentatively plan out the design of the booth, complete with a table, a banner or special signs and freebies to hand out to the attendees. However, if you are like many who follow this plan for trade show booth design, you inevitably will feel a sense of last-minute stress and anxiety right before your trade show starts. Whether you are heading to your event tomorrow or you have already set up your booth and have realized how dismal it is compared to others, you may be looking for some fast, affordable ways to dress up your booth.

Think About Music and Lighting

It is imperative that you find a way to get your booth noticed, and you can incorporate different sensory elements to its design with minimal time and effort required. You can easily invest in portable lighting solutions and sound systems to appeal to the senses, and this can make your booth instantly different than others. For example, you may simply need to visit a lawn and garden or a party store to find great lighting options. Consider shining a spotlight on your sign or even placing a colored light under a tabletop to make your tablecloth glow with character and appeal. When it comes to music, think about a type of music that may appeal to your target audience and that may be suitable for your company’s marketing needs. While you want the music to be loud enough to be heard at this type of event, you do not want it so loud that your team cannot communicate with attendees who stop by. An alternative to music is to pick up a sound effects CD to play, such as an ocean waves sound track for a marine company.

Make Your Tables or Displays Pop Out

You can use lighting to draw attention to your tables and displays, but you can also use three-dimensional elements. For example, if you have a floral company at a wedding and bridal trade show, showcase your talents by bringing a large floral arrangement onto the table. Even if you cannot bring your product or service into the trade show as a tabletop display, you may be able to bring other themed elements into your space. For example, you can bring a decoration from your office or store into your booth design.

Think About Your Apparel

Most booth hosts at a trade show will be dressed to impress, and there is something to be said for looking professional. If you are representing a mortgage company, a law firm or another serious type of company, you may want to stick with your professional attire. However, if you are hosting a booth for a boat company, you may want to dress the part by wearing water shows, a swimsuit and other beach-themed attire. If you are hosting a booth for a wedding dress company, you may consider wearing a bridesmaid dress. These steps will help you to differentiate yourself from other booths to get noticed and may help you to better capture the spirit of the goods or services you offer.

Offer Better Freebies

You may have already planned to hand out some rather boring freebies, like promotional flyers or brochures. These may contain great information that you want to pass along to your target audience, so you do not want to discard these items altogether. However, you may want to accent them with other freebies that people can get excited about. It may be too late to order customized promotional items, but you may still be able to hand out candies, coupons that you can print out at the last minute or other similar items.

While you may not have put much thought into the design of your trade show booth until now, the fact is that you do still have time to make a big difference on your booth design. You can consider incorporating some or all of these elements, and you can easily transform a rather banal booth into one that will garner the type of attention you desire.

There are many good tips for those preparing to work at a trade show. Some are more important than others, though. Here are 5 of the best tips that I think will help you make the most of your trade show.

Know the Show’s History

Before you ever setup shop in a trade show, you need to ask specific questions. How long has the show been around? What kind of crowds does it attract? Rich? Middle-class? Large? Small? Does it have enough parking? And if not, is there public transportation? All of these questions are important. They affect how well you can promote your product. So get the info. Make sure the event is promoted properly. Ask other vendors how they’ve done in the past and what they expect to do in the future. In short, do your homework.

Look Professional

Your display needs to attract attention. It doesn’t have to be big or flashy. You don’t need a gimmick, although they can be helpful. But you do need signs and photos so people will know what it is you’re selling. Have a working floor model if possible. People like to inspect products before they buy, and it’s difficult for them to do that if you don’t have one ready and in tip-top shape. No one wants to buy something that’s looks like it fell of the back of a truck. Unless you want to attract the “yard sale” crowd, make sure your booth looks professional.

Have a Product

This seems like it should go without saying, but you need to have something to sell. If your product is unavailable or doesn’t work the way it’s supposed to, then you won’t do well. You will lose customers. This also means having literature and trained staff. Pamphlets and knowledgeable staff are just as important as having a product. They help sell your product. They give it a human appeal by making connections to attendees. Think of product literature and staff as the background for your product. Nothing you sell will look good if the presentation is sloppy or not there.

Have Business Cards Ready

Business cards or promos will make you memorable. Many attendees don’t buy right away. Sometimes they like to shop around. When they are ready to buy, they won’t remember you if you didn’t give them something. It can be as common as a business card. It can be a keychain. Whatever it is, make sure it’s not nothing. “Just looking” doesn’t mean they won’t buy, but you won’t get them back if they can’t remember your name.

Don’t Scare People Away With Your Sales Pitch

Attendees are often like deer, you don’t want to spook them. Pushing your sales pitch too early or too strongly will scare away customers. Make eye contact with passersby. Be friendly. You don’t want to sit there and seem uninterested. But once you have interest, don’t push too hard. A little small talk can go a long way. attendees will feel at ease, and they will be more likely to buy because of it. Explain what your product does. Show them what it does like a friend would, like you are just really excited about your product can do. Then you can start your sales pitch. Attendees want to know how your product can help them, but they don’t want to feel pressure. The simple approach is best. You need to make potential customers feel safe and shape your pitch to their exact needs. It needs to be about them.

If you’re about to start your annual trade show circuit, it’s time to learn the facts. Don’t let these 17 trade show misunderstanding hurt your bottom line.

#1: Most exhibitors fail to make realistic goals.

After sinking the funds into a show, you’d think most exhibitors would have a detailed plan of action. Well, guess again. All too often, you show up, set up your booth, and wait for the leads to pour in. The exhibitors that do best have daily leads and sales goals, and they work actively to meet them.

#2: Marketing is up to you.

Sure, the show has been marketed online, through the media, and in every industry rag out there. That doesn’t mean your potential buyers have heard of it. Whether you use direct mailers, take out your own industry ads, or just advertise in your shop, generating your own traffic to the trade show ensures that at least a few attendees are interested in your product.

#3: Staffers are often under-trained.

It’s way too common – the staffers at the booth have minimal sales experience or knowledge of the product. Sometimes, they are even temporary workers hired just for the show. Don’t be this person! A trade show is a first impression, so send your best and brightest, most personable staff to the show. Also, make sure your booth has at least one experienced person on duty at all times.

#4: Trade shows are about leads, not sales.

You likely won’t fly home from the show with a million dollars in your pocket. Yes, you’ll make some sales, but you probably won’t close any longterm deals on the show floor. Make your show about getting some product into buyers hands, while generating viable leads that you can follow up on after the show.

#5: Print trumps digital.

This may be the digital age, but your average trade show attendee is there because they prefer the face-to-face, traditional way of doing business. Don’t skimp on your print materials in lieu of going all digital. The best option is provide both print and digital promo materials.

#6: Experts draw the crowd.

What? You have celebrity sponsorship? That’s great, but not that big of deal at a trade show. Bringing in a celebrity may attract some looky-loos, but your real buyers want an expert on hand to answer their questions. If your expert also happens to be famous, then you’re in luck.

#7: Change is good.

Do you use the same displays and booth year after year? Many trade show attendees also go to the same shows every year. They aren’t there to see the same ol’ thing, they are looking for something new. Change up your displays so you can catch their attention again. If possible, roll out new products just before the trade show so you have something new and exciting to offer.

#8: Branding is often over looked.

Skip the suit and tie, or boring plain polo. And whatever you do, don’t let the staffers dress “business casual.” Everything needs to be clearly branded with your company logo, from the staffers shirts to the table cloth on the folding tables. Make sure everything you hand out also has your logo and contact info. It does you know good when the buyer gets home, remembers your amazing product, but can’t recall the name.

#9: It’s not all fun and games.

Trade shows often seem exciting to the initiated. Come on, you get to fly to a new city, stay in a nice hotel, and live off the company expense budget. Time out of the office! The truth is, a trade show is a lot of work. Don’t let your staff treat it like a vacation, and keep everyone on task. This means no after hours partying or late nights.

#10: Your neighbors may be your enemies.

I’m not talking about competing products. No, by enemy I mean they may undermine your business without even realizing it. While it’s nice to be friendly with your neighboring exhibitors, don’t get trapped by the chatty neighbor that detracts your attention from prospective buyers. Even worse is the neighbor that slowly encroaches on your display space. Be professional, be friendly, but maintain your boundaries.

#11: The attendees are also the buyers.

Most companies send their buyers to trade shows, not their buyer’s assistant. A good first impression is a must.

#12: The last day is just as important as the first day.

Buyers tend to spend money on the last day of the show, after they have checked out all the exhibitors. Don’t ruin a sale because you’re getting antsy to clean up.

#13: Many buyers prefer the face-to-face time.

That’s right, no hiding behind your display. Greet everyone that glances at your booth and engage them in conversation.

#14: Gimmicks aren’t always necessary.

Contests and such may give you a lot of leads, but are they leads for buyers or leads for people that want to win free stuff? Feel free to use contests, but make sure the prize is something that would only appeal to potential buyers.

#15: Overcrowded booths turn buyers off.

You don’t need to bring the whole shop to the show. A few clean and easy to read displays go much further than an overcrowded booth.

#16: Leads aren’t followed up.

Many exhibitors never follow up on their leads. Guess what, they aren’t going to call you. Have a plan in place to contact every single lead within two weeks of the show, when the excitement and memory of your display is still fresh in the buyer’s mind.

#17: Cleanup poses the greatest challenge to your booth.

When it’s time to break down your booth, don’t rush. Most damage to trade show displays happen at the end of the show, when you’re rushing to get out of there.
Don’t let this list overwhelm you. Arming yourself with knowledge will help you master the trade show circuit and avoid a lot of the most common misunderstandings.

When planning a trade show, you need to draw from the experiences of others to make your trade show a success. Luckily, there are numerous resources out there to help you plan the best trade show possible. If you’re looking for a list of resources to help you, here are 20 that will help you.

1. Trade Show News Network – This online resource is known for giving the best information for designers, exhibitors, producers, attendees, and marketers.

2. Trade Show Week – Trade Show Week is a principle source of news and information. They are known for delivering timely and insightful market intelligence.

3. Trade Show Exhibitors Association – The trade show exhibitors association is designed to help marketing professionals. Trade show event marketing and management professionals will be given the information necessary to help them sell their product or services.

4. Corporate Promotional Gifts – If you need promotional items for your next trade show, this is a great place to begin.

5. Franchise – Franchise for Sale provides people with access to the best franchise opportunities. The opportunities are listed in an easy to use format.

6. Small Business Opportunity – If you want to learn about the top small business opportunities, this site is perfect for providing the most comprehensive directories of business franchise listings.

7. Small Business Franchise – Small Business Franchise can help you learn about the small business opportunities available through their comprehensive business directories.

8. Point of Sale Resources – This resource offers information and articles about point of sale systems that are used for retailers and businesses.

9. All Showcase Directory – This particular directory will offer information on affiliate marketing, discount shopping, hotels, travel, and discount shopping.

10. Megri Web Directory – This site offers rich content created by human editors. The information provided was selective.

11. LuckyExhibits.com – LuckyExhibits.com specializes in the selling of high quality exhibits of all sizes and styles. They will help clients save as much as 50 percent to 80 percent on the cost of a booth.

12. AnythingDisplay.com – This company specializes in producing pop-up trade show displays, kiosks, literature racks, and light boxes.

13. Camelback Displays – Camelback Displays offers booth accessories that will work for all types of organizations and industries. There is always a sale at this particular store.

14. Trade Show Displays or America Image Displays – With this company, you can expect to get numerous eye-catching displays. The prices are competitive also.

15. PrintDesigns Banner Banner Stands – This particular company provides a full range of display stands along with roller banner stands and pop-up stands.

16. Displays2Go.com – This particular company has an inventory of over 7,000 unique products. The company also offers live customer service and same day shipping.

17. Northwest Creative Imaging – This trade show accessory provider has one of the largest selections of pop-up displays available.

18. EliteXPO – Trade show shipping is this company’s specialty. They ship domestically and internationally and also offer warehousing and shipping supplies.

19. BusinessKnowHow.com – This particular company offers advice and information to help business owners improve their marketing efforts.

20. Nomadic Display – This company creates custom modular and portable trade show displays. Exhibitors will benefit from the expert advice of display consultants and great customer service.

If you want to be better at trade shows, there is so much information available to help. You’ll be in a much better position to shine at your trade show when you take from the best of these resources. Review the resources and put your best foot forward at your next trade show.

Trade show exhibits are really funny things when you think about it, aren’t they? I’ve probably attended a couple of hundred of trade shows, and the exhibits after all are really just temporary shelters for people who are selling something. The exhibits have to be able to showcase whatever it is that is being promoted, while at the same time they also have to serve as a home-away-from-home for those of us who are doing the presenting. The best exhibits of all are the ones that are set up to be an office, reception area, a shop, etc. For the shows that I have had to attend, for me, the really good exhibits are the ones that can give you a place to rest, grab a quick eat, and even return phone calls in privacy (well, as much privacy as you can have in such a public place.)

When you walk around any trade show, you can help but sort of be amazed about all of the different exhibits. For the company that I now work for, we have a really good set up — we have counters and locking cabinets. I like this plan so much because it helps control our visitor traffic, while giving me a handy place to lock up my purse, and whatever else I need to have with me. Our new counter is useful because we set up our new iPad and tablet displays — always nice to have them running during those long and boring times which almost always happens in the middle of the day. The last show we went to had a dead time of two hours. I just let the tablet run our company’s pre-loaded videos while I took a quick snooze behind our display tower.

The other thing that I like to think about is a really good display. A lot of times you can find yourself limited by not having enough staff members to go with you to the trade show; and sometimes a wave of visitors will come all at once to your exhibit. I hate to leave them standing alone without getting my attention, because sometimes visitors can be so fussy that they will walk away. We now have an interactive display. This seems to help invite the over flow of visitors to sit, have a free bottle of juice or water (which I always have to pay for, but what the heck), and interact with out exhibit’s iPad until I have a chance to speak with them one-on-one.

After a very long couple of days at a show, I can’t wait to get home. Trade shows are very hard work, and the last thing that I want to worry about, even though it is one of the most important parts of the whole trade show, is getting there, setting up, breaking down, getting back home again, and safely storing everything. Whatever exhibit you are thinking about, I can tell you that this part of the whole trade show process is the most tedious — I HATE IT. By the time I leave the show, I am done. I just want to go home and sleep for about a week. The last thing I want to think about is packing up, so for your exhibit, look for something that is easy to pack up.

After a show is all over, I’m always glad and happy to go home, but the next trade show seems to be just a few months away and the insanity starts all over again. This may sound selfish of me, and I do love my job, but if we didn’t have the really nice exhibit that we have now, I wouldn’t be so happy to go to the shows. The exhibits are really a home-away-from-home, and they actually can help make the time that you stay there, a whole lot easier.