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10 Steps to a successful trade show.



1. Take Action!

Make a list of industry and local trade shows and determine which ones will
bring the most success to your business!  Try to choose shows that attract an
audience you feel will be most interested in your product.  The next important
show to target local business representatives is the San Diego Business Showcase
held at the Del Mar Fair Grounds on March 11th. This show has proven great success
and very good local exposure for us here at Angel Printing. We highly recommend
that you register for the show before February 11th to receive the discounted booth
cost – save $100).

2. Deal with the Details

Once you have selected the most relevant trade shows, contact the event sponsor or organizer. This person’s job is to assist you in selecting exhibit space, choosing the size of your booth, payment information, and answer any other questions you may have concerning event services.

3. Know Your Targets!

San Diego Business Show Case
Every person that comes to a trade show is an opportunity for you to do one-on-one selling of your products and services.
It is a chance for pre-selected target costumers to learn about what your company has to offer. Make sure that you understand your target audience well by being in touch with the show’s organizer or PR a week before the show. You might be able to synchronize marketing efforts with the show’s promotions to ensure you are aiming towards similar target groups. For example, if the show’s PR firm is pitching a story that fits your product or service, ask if your company can be mentioned as an example!

4. Create your space

Determine your needs for your space, including electricity, audiovisual, telephone, internet connection, flooring, staffing, lead recording, decorations and don’t forget the time it will take to set it all up. Create an inviting and open space that leaves plenty of room for people to move around freely, accommodating the direction of traffic down the aisle. Your goal is to create the most welcoming space, luring the audience into the booth instead of blocking it with tables and clutter. You always want to have one-on-one time conversation without a barrier between you and the prospect-feel free to step into the aisle to invite in passing visitors! You and your energy is the most important part of the sale! I bet you are wondering HOW to create the perfect space. Here’s how: (this set-up is just a suggestion and items are interchangeable depending on your strategy and budget)

  • 1 table-top display or full size display
  • 1 retractable banner stand with banner for the side of your booth space
  • 1 podium
  • business cards
  • small forms to fill out for drawing
  • introductory marketing brochure flyer highlighting your products/services
  • samples of your products
  • eye-catching affordable promotional item as give-away
    (these should be handed out personally and not just sit in big basket)
  • name tags (this makes it more personal)
  • carpet or floor covering for more comfort and warmth

5. Give everyone enough time!san diego business showcase

Don’t wait until the show to contact your targets. Develop show mailers via email campaigns and/or direct mail (not your usual marketing brochure) that include a teaser or offer to attract traffic to your booth. Alert people as to why your product is distinctive and worth seeing! Consider a press release if appropriate.

6. Have what it takes!

Bring a product/service brochure, or flyer to promote your company during the trade show. If you don’t have one yet, Angel Printing can assist you with the design and printing! Order inexpensive but eye-catching give away items that have your name on it. Brochures may land in the trash but a unique pen made of cardboard for example, a Frisbee, Mug, Post-it-pads or Ruler, people will actually use and look at often, will most likely keep your business in their minds! Don’t forget to add all your contact information on each promotional item. Check our AngelPrint.com to get started on a sure-fire promotional idea!

7. Get noticed!

Don’t just assume the attendees will find you. Experts agree that it is essential to stand out. Standing out does not necessarily mean loud or bold displays. An attractive product presentation, a welcoming space, and face-to-face interaction, can be just the relaxing retreat the tired conventioneers have been looking for!

8. Get ‘em hooked and keep them that way!

Develop a 3 second engaging question. You only have a few seconds to gain the prospective costumer’s attention. Once you have their attention, you are going to need to be clear, concise, and informative. Create a show pitch and practice it with every staff person who will be manning your booth or walking the floor. Do not wing it! You want every employee to become an articulate representative of your company and you especially want the information and energy to be consistent.

9. Share, not sell!




Asking questions is much more powerful than trying to push your product on people.



Practice how to ask open-ended questions. When you sit back and listen, you will learn a great deal about the costumers. With this information, you can share how their life would benefit from your product. This will lead to a long relationship, rather than a one-time deal!


10. Follow up, Follow up, FOLLOW UP!

Studies show that most trade show leads are never re-contacted or activated! This is a waste of time and money! Trade-show follow up should take place within five days of the event, not several weeks later when the contact has completely forgotten about your product!

In Conclusion

in order to attain the best return on your trade show investment, you need to PLAN, PREPARE, and then FOLLOW UP! Good luck!

Angel Printing is an authorized Adobe print service provider & reseller.

Phone: 760.967.0492  |  Fax: 760.967. 0496
3614 Ocean Ranch Blvd.  |  Oceanside, CA 92056