It's the season for a lot of trade shows. Shows specifically for the trade, or for the consumer are everywhere.  At MB Piland, we've been helping a number of clients get ready for the big shows in their industries... and we've attended a few shows lately, too. What's very apparent is that some exhibitors have arrived at the show with a plan. Others merely arrived at the show. Some will pack up and go home, excited about all the new orders, or new prospects they've met.  Others will go away scratching their heads—or worse—saying the event was a waste of money. And they may have a point. But they might also have just failed to plan.

There are lots of ways to do a show "right" and "wrong."  If you're exhibiting somewhere soon, here are just a few few DOs and DON'Ts.

DOs

• Promote in advance: promote your exhibit to clients, prospects and attendee list through eNews, social media, direct mai or whatever media are a smart fit. Create some excitement and invite them to come see you.
• Be interactive: whether you offer fresh, hot cookies or a photo booth (always choose something that's on-brand) this gives you a chance to draw people in and start to have a brief conversation in a low-pressure way.
• Promptly follow up:  if you've collected contact information (and I hope you have!) follow up immediately after the show. Reconnect when you're still fresh in their minds—and they're fresh in yours.
• Take turns with your colleagues working the booth and working the floor. If you only do one or the other, you won't really know what's happening with competitors, or catch all the industry buzz.

DON'Ts

• Poor signage: your display and signage should be treated like a billboard with a strong, clear message. You must be highly visible from a distance. Resist the temptation to put all your brochure copy on your display graphics. That never works.
• Hide: people standing behind a counter create a physical barrier that also keeps conversation at arm's length. Even worse, do not sit at your booth and text friends and coleagues elswhere. I'm not making this up—I saw it with my own eyes. That booth had zero traffic as a result. Get out front and greet people.
• Underestimate: never assume a person who stops to talk doesn't have the capacity to buy. Appearances can be deceiving. Be sure to treat everyone with respect.

Attending and exhibiting at trade shows are expensive investments. Be sure to think about your trade show presence as it relates to your marketing goals and ROI. As with any marketing tactic, you won't know if it's successful if you don't measure. If you could use some help with your trade show marketing strategy, give us a call. We'll bring the cookies! —Martha