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SIX Trade   Show Marketing Mistakes:  And How to Avoid Them.

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Trade Show Display Companies

It seems like you have an endless supply of trade show display companies to choose from.

Your choice though is based more on what size of company to work with rather than which one specifically.

If you think long term and are a sizable exhibitor then you may want to work with one of the larger trade show display companies.

They can handle not only today's requirements but can keep pace with you as you grow and start to have budgets of $50,000 to $250,000 for a display.

But as you work with bigger companies, you work with bigger companies.

The personal touch you get from a small local or regional company may not be there.

Small trade show display companies tend to value their larger clients much more and also can give you excellent service levels.

If you don't have a current display company to work with here is a resource that may help you find one.

Trade Show Marketing Tip

From here on in you are reading an excerpt from The World's Most Powerful Trade Show Marketing Guide.

Create a Trade Show Playbook

Unlike the show binder, this is the tool that you give to each of your staff that exhibit at the show.

You should include some of the following sections to ensure everyone knows what to expect.

  1. Show Goal Statement
  2. List specific measurable results
  3. Locations and Maps (convention center, hotels, events locations)
  4. Cell phone numbers of the team
  5. Set up and breakdown time
  6. List of responsibilities in the city
  7. Booth schedule
  8. How the draw works
  9. How to qualify prospects
  10. Expected follow up plan

Remember to ensure that everyone knows that this is a confidential document.

When the show is over, make sure everyone knows to return their copy.

Copies out = copies in.

Make and distribute a tradeshow playbook.


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