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[T1210]Trade Show Exhibitors Association

by Dick Wheeler, Dic

When thousands of people descend upon a trade show exhibition hall with their co-workers, customers and client prospects, the good news is that there is a lot of sales prospecting and high-powered networking going on. The bad news is that the conference site may become a Mecca for theft. Not only are the Hershey Kisses left on the trade show booth counters at risk, but also your company's sensitive top-secret information may also be in danger of being stolen if left unattended or unsecured.

The big issue, then, is how can you safeguard against theft of company equipment and knowledge during a trade show exhibit?

According to Karla Krause-Miller, Director, Cappa and Graham, Inc., the event planning company in San Francisco and Silicon Valley, it starts with the security guards who are hired to check trade show attendance. They are busy making sure that all visitors are legitimate and have the proper badges. The guards do not have the responsibility of insuring that your equipment is safe. You must be aware that it is up to you to protect against any trade show booth theft. With that in mind, there are certain rules and precautions one must take at the trade show exhibit hall in order to insure your trade show booth is secure.

The first rule is to keep your valuables either locked away or in your line of vision at all times. This goes for purses, briefcases, cell phones, laptops, company manuals, price lists, and anything that may be of interest to your competitors. Theft happens extremely fast. You need to keep your eyes focused on protecting your vulnerable assets at your trade show display.

Be aware that anything you leave in your trade show exhibit after the show is also at risk for theft. Never leave valuables or any confidential company items lying around your trade show booth after hours. Be sure to detach all plugs and movable connections to your trade show booth demonstration equipment, such as a keyboard, mouse, floppy drive, monitor, etc. Take these items to your hotel room to keep them safe overnight.

Never count one hundred percent on your trade show booth lock box. It is ok to lock up large pieces of equipment that can't be easily moved and have them stored overnight at your trade show booth, but whenever possible, remove valuables from the trade show booth counter lock box at night. There is standardized keying that can unlock most pedestals where demonstration supplies are stored. That's a big help when you lose your key, but can be a liability if someone else has access with a key copy.

Use laptops that have only demonstration software on them. Be sure that none of your sensitive corporate information is stored on the hard drive.

Beware of security issues beyond the trade show exhibit floor-- from hotels to meeting rooms and places where visitors meet. Use the hotel safe deposit box for jewelry and cash, not the one in your individual room.

Before you go to an out-of-town convention, check online for travel alerts so you can better prepare and know what precautions to take. When you get to your hotel, ask the front desk about how safe the neighborhood is and what places to avoid.

When you leave your room later in the day, you many want to put a ?Do Not Disturb? sign on your door to detract intruders from breaking in.

Be ever vigilant in keeping your trade show assets protected. If you do, you can
have a worry-free trade show experience?whether it be the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.

By taking steps to insure against theft, you can better enjoy a trouble-free networking and sales experience with the hundreds of industry visitors to the trade show exhibition.

And finally, after months of angst and planning you finally decided to take the plunge and attend your first consumer trade show as an exhibitor - the day of reckoning has arrived. But wait a minute, which show will give you the biggest bang for your buck because trade shows are not cheap. You could pay as little as $500 - $700 or up to $2,500 even $3,000 for a simple and relatively small 10 x 10 space and so you want to do everything possible to make the experience a successful. If not, it may be your last.

Keep the following tips in mind as you put together your trade show plans you should avoid any major surprises and be well on your way to a successful show.

Realistic Expectations
Don't go into the trade show expecting to make enough in sales to cover all of your expenses. Most people attending trade shows do so to simply gather information and to learn what's new in their industry and market - not to go on a shopping spree. Rather, take the approach that this is a way to develop contacts and get some good solid leads. Develop a small marketing kit that contains small samples of your product (if possible), brochures and coupons for those attendees who are willing to provide you with their name and email address or business card.

Renting Versus Buying
In most instances, since this is your first exhibit you'll want to rent your booth. Your company is new and wants to make an initial big splash with a smaller budget. When first developing a trade show program to supplement or diversify your current marketing mix, it can be difficult to determine the best exhibit and making a large financial commitment on an exhibit under these circumstances can be a daunting task.

Until you've been to a few trade shows, renting is normally the best path to follow. Even after you've done your research and decided on the best exhibit to fit your needs. This way, you get the opportunity to "test drive" your exhibit.

And if things go well and you start to attend more shows you can look into the economical benefits of purchasing an exhibit. Typically, it takes about four shows of renting a booth to cover the cost of purchasing a new exhibit.

Exhibiting At First Time Trade Shows
First time trade shows have no track record, no guarantees and it may just turn out to be a waste of your time. Many shows don't start to take off until their second year and since your goal is to build relationships with your target market; in most instances, you'll be much better off if you stick with shows that have an established track record.

Selling High Cost Products
Like I mentioned earlier, most trade show attendees attend because they want to gather information and to see what's new and so if you expect to sell dozens of gift baskets or whatever your product is at $50 a piece you will probably go home with full set of inventory. A better option, if you decide to sell anything, is to sell a product that's low - less than $20 because people are much less hesitant to part with a $10 or $20 bill.

Incentives
Trade Show organizers hate empty booth space. Therefore, a good way to capitalize on this fact is approach the show organizers a few days before the show and ask them of there's anything available. If there is and in many instances there are, you are in a perfect position to bargain for discounted booth space or perhaps, even get it for free. In addition, don't forget to ask what comes with the booth. Some organizers with supply a few chairs and a table but many will only supply an empty space. Just remember that everything is negotiable and if you don't ask you won't receive but always ask so you don't run into a big surprise the first day of the show.

Market Yourself As An Expert
Offer to lead a seminar in your field of expertise at the show as a way to showcase your expertise. Simply choose a topic that you're familiar with and that ties into what you're promoting at your booth. However, don't make your presentation a 30 or 45 minute pitch. Offer genuine, good information for the bulk of your presentation and only utilize the last few minutes to pitch your product. Follow this simple and common sense formula people will flock to your booth and the mob that gathers will attract other attendees.

Look Alive
Nobody will stop at your booth if you are just sitting there looking bored. Get off your behind and greet attendees with a smile. This is much more inviting. On the flip side, just standing there with a smile isn't enough. You need to entice people to stop. Bring energy and enthusiasm to your booth and attendees will want to stop and really take a look at what you're promoting.

Focus On Just One Product Or Service
If you focus on too many products you will only confuse people and if people are confused, they won't stop at your booth and they certainly won't buy or provide you will their contact information.

Display A Banner
Even if they people are not familiar with what you're promoting, they need to know who you are. Therefore, having a banner that prominently displays who you are will invite people to at least checkout your booth.

Follow these simply rules and remember the primary reason most people attend trade shows and your first (and your 21st) trade show experience will be a positive one.

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About Author

Both Dick Wheeler & Scott Knutson are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Dick Wheeler has sinced written about articles on various topics from Trade Show Exhibit, Trade Shows and Trade Show Exhibit. Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company.. Dick Wheeler's top article generates over 22200 views. to your Favourites.

Scott Knutson has sinced written about articles on various topics from Careers and Job Hunting, Pharmacy and Debt Consolidation. Scott Knutson is an entrepreneur and writer. For more of his articles visit: |. Scott Knutson's top article generates over 14800 views. to your Favourites.