5.0 Planning and preparations for the show

There are numerous preparations and expenses to exhibit at a show. But, the results can be very rewarding to your business.

You have to make sure that you have an attractive presentation (exhibit, samples, materials), your presentation is well polished, your pricing is competitive, and you are ready to close business there.

The following is a list of things that I think you should prepare for the show - but, your own situation may be unique, and you should add to the list according to your needs:

Floor Plan of your space - Draw up a blank floor plan of your space. It should be exact - Including all obstructions (such as poles), electrical boxes and everything else in the space. The show agent should provide you with a detailed copy of your space.

You may be doing your floor plan by hand, or using your computer software. But, save the copy of the original blank space - As you can try different layouts.

Choose your products, and using the exact dimensions, lay out possible combinations on the floor plan - Finding the one that would work best. Again, lay it out to allow passing attendees to look in and clearly see what you have to sell - Especially your stronger items.

Also, leave room in the exhibit space to allow visitors to comfortably walk around and see your pieces completely. Keep in mind the number of people that may be in your exhibit space at any given time - Including you and your sales people.

Don’t forget to include the lighting, wiring, seating (for you and visitors), work space or desk, and any other thing that you would need during the course of your long days at the show.

Prepare your brochures or catalogs - As you are investing a lot in the show, make sure that your catalogs and brochures make a proper presentation about you and your products. Get good photos of your products - If you are not going to use a photography service, but do them yourself - Do them correctly, with a clean and attractive background. Include information that will be important to the buyers - Construction, processes, dimensions, shipping dimensions, weights and any other thing unique to your industry.

***An observation about catalogs - In my experience, handing out large bulky catalogs can be a costly endeavor. You must keep in mind that the show visitors will be spending a good part of the day walking around the show. And, carrying around a large, heavy catalog gets to be annoying.

Also, consider the fact that after the show they may be traveling by air to return home. And, when they are packing their luggage, they will be making some decisions about disposing of some items, to lighten their load. A bulky catalog would be a good candidate for disposal. So, many experienced show visitors may decline to take one. They would more readily take a brochure and leave you their business card to send them a catalog.

You can have some catalogs on hand, for those that ask for them - But, I think that it is better to have brochures to hand out - And, if the visitor requests it, you can mail them a catalog.

Prepare your advertising and show invitations - At this point you should have decided how to let people know that you will be at the show. If it includes advertising, you must decide on the most effective way to do this.

Many industry journals will have special show issues - These can be quite useful, as many people will review them to see who and what will be at the show. You may also want to take an advertisement out in another industry journal (that would be read by your target clients).

Either way, plan your advertisement as early as possible, so the timing is right - Many periodicals must have advertisement materials submitted well before publication dates. Don’t be too late.

If you are going to do a mailing of invitations or announcements, plan it well ahead and get it done on a timely basis. Many buyers will have their schedules drawn up many weeks before the show. Don’t be too late.

***If you are buying mailing lists, and they include names of specific buyers - Make sure that they are current. Otherwise, many of your e-mails will be going to inactive e-mail addresses, while many of your postal service mailings will be getting tossed into the trash.

Other materials for your exhibit - Make a list of everything that you would need at the show - Pens, pencils, order books, note pads, cleaning supplies (as cleaning your space may be your responsibility), small hand tools, repair kits, and whatever else you can think about. Otherwise, you may find yourself running around the venue asking about the nearest hardware or stationary stores - That may not be so near…..

Especially think about re-packing after the show - What will you need? Unless you make prior arrangements to have your packing cartons and materials saved somewhere at the show, they will be disposed of after you set up your exhibit. Get a clear understanding of this from the Official Service Contractor for the show. But, come prepared with tapes, wraps, shipping labels, and whatever else you may need.

Hand outs, freebies are great attractions and conversation starters - It can be as simple as little chocolate candies or cookies (that are greatly appreciated by tired, hungry attendees). Or, something small and useful at the show - Like pens, note pads or shopping bags. Use your imagination - You don’t have to be unique, it is more important to have something practical. If practical, put your name on them.

Select the people to work at the show - Do you need help at the show? There are long days at any show. And, exhibit booths should be attended at all times. Eating, using facilities, even walking around the show yourself - All will take you away from your exhibit. So, it is always advisable to have some help. If you are a small exhibitor, you may want to consider taking your spouse or someone else along with you.

If you are bringing your own marketing people, please make sure that they are suitable for doing a show. There should be clear understandings about responsibilities and behavior at the show. And, I mention this as I have seen some exhibitors’ efforts dashed by their show representatives spending more time socializing at the show than selling.

You should work out your plans of working as a group at the show, clearly defining responsibilities and coordinating sales efforts - So as not to be giving contradictory or inaccurate information.

There is also the alternative of hiring people at the show. There are staffing companies that provide this service. The venue management company can be contacted for this information, or it may be on their web site.

Prepare your travel arrangements early - There is a separate section that discusses this.

Prepare your samples, and make arrangements for their shipping - There is a separate section that discusses this.