Bob
Thomas, CME | Exhibit and Event Management Trade Show Management Tips - Part II
Prep while you're packing - inventory and pack your exhibit for the next event at the end of the show.
Don't read badges! It creates an impersonal impression; ignore the badge, introduce yourself, find out why the person is visiting your booth, and put the visitor's agenda ahead of your own. Take notes or record each conversation.
Make stickers for every crate and package with company and contact name, address, phone, and destination information. This is not a shipping label but an inventory tag. Great help in case of loss, damage, or delivery problem.
Bring a supply of stamped postcards to the show, so you can send a personalized note to your most promising prospects. Print or label with your company logo and website.
Pack a disposable camera so that staff can photograph your fully assembled booth, damage, or important clients and contacts. Save the photos for future planning - a picture is worth a thousand words.
Maintain a professional appearance by carrying a clipboard or literature. Idle hands are the devil's workshop! Invest in custom clipboards with company logo or product image on the back for more exposure.
Pack fabric softener sheets with your exhibits to counteract musty odors. Also pack Shout Wipes for quick touch ups on fabrics.
Always carpet your booth. If you can afford it, get double padding for your comfort and the attendee's. Know that carpet with pad is difficult for wheelchair-bound people.
If you are exhibiting in a carpeted facility (ballroom), skip carpet rental - carpet on carpet is hard to do well.
Order carpet to match the aisle carpet color to eliminate the "barrier" between the aisle and your booth.
Always ship a copy of your show manual with the booth. In case yours is lost with your luggage or you don't make the show, the setup crew or staff will have everything they need to set your booth and make the show a success.
Copy the front and back of all your credit cards, driver's license, passport, and other important documents. Leave a copy with your spouse or secretary in case your wallet or purse is stolen or lost. You can also carry a copy concealed in your luggage. This gives you all the data you need to cancel cards and get replacements on the road.
Review estimated outbound charges for freight, rigging, electric, etc before the close of every show. Your outbound or dismantle costs could be lower than those at setup. If you give away a lot of product or literature, your outbound weight will be lower and therefore cheaper.
Check your driver's license for expiration - if it's expired you cannot pick up or drive a rental car.
Create a trade show trivia list for your staff with everything about the booth, products, key clients, etc to help them prepare for staffing. Make it fun and they will read and remember it! Make a game of it with prizes for the winners.
When sending office supplies to a show, organize them in divided containers so they're easier to locate and use. A big box full of stuff makes it hard to find what you need.
Make labels with your company name, address, POC, and phone/fax so you don't have to fill out the service order forms by hand. Make another with your corporate credit card information (number, expiration, and name).
If you are using a corporate credit card or purchasing card, be sure your limit is high and all restrictions are turned off. Some corporate cards cannot be used for certain categories of services - be sure to check with accounting before travel.
Your shipping agent is the key to eliminating freight hassles. Be sure you have 24/7 access to someone that knows what's going on. Always plan for your outbound shipping before you go to an event - don't pay full retail prices through the show services contractor's "official" contractors.
Convince your sales staff that trade shows are a sales function and not an advertising function. They should welcome the opportunity to work a booth.
Devise system for taking notes while talking to a prospect. A half page form with room at the top for a business card or write-in information, check boxes for products and services, lead temperature and follow-up info at the bottom and the back for notes works well. Tie this to your electronic lead system and remember to FOLLOW UP!
The best money you can spend is to train your booth staff. They always listen to someone from outside the company and a motivated staff will produce results.
Fix the important stuff and let the little stuff go. Don't overstress or let someone browbeat you over unimportant details. A trade show booth is a temporary office or stage; it doesn't have to be perfect but simply look good to the attendee.
Don't give your exhibit builder a false budget - be truthful and honest about everything or you'll never get what you really need or want. Let them know that you expect the same from them!
Ask your exhibit builder or new exhibit salesman what it will cost to store, ship, and maintain the property you are thinking of buying.
For anything you do more than once - make a template. Create it in Word or Excel and save these blank forms to speed up your planning.
Use checklists to keep track of space payments, deadlines, shipping dates, travel, and VACATION! A wall calendar can work as well.
When AV equipment from a you or a non-official contractor is delivered to McCormick Place , it is "captured" by the electricians and held for delivery. You are charged a delivery fee for this service. To avoid this additional cost, rent from the official AV contractor or package your AV so it is not obvious.
If you have a large booth that needs extensive cleaning, consider hiring Merry Maids or other cleaning service personnel instead of show labor.
For small exhibitors, be sure your Exhibitor Appointed I&D Contractor has other exhibits to set at your events. If not, you may be charged a four hour minimum labor call. Work with your I&D Contractor to avoid this extra unneeded cost.
Bob Thomas, CME is Founder and President of Exhibit and Event Management - an exhibit management and consulting company based in Columbus Ohio . He is also Past Chairman of the Board of Directors for the Trade Show Exhibitors Association and has been managing trade show and marketing exhibits for more than 15 years.
Bob Thomas, CME Exhibit and Event Management 3227 Mountview Road Columbus OH 43221 614.538.9004 614.538.9019 fax www.exhibitmanagement.com
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