Trade Shows - what to do

The other day a client asked about trade shows, commented on the high cost, lack of access to the best spots, best ad space, best deal....I spent some time explaining what we have done in the past.

Working with several small to medium size businesses, trade shows are a big part of what we help with - having a printing & promotion company in our group also makes getting involved a lot of fun. Remember the point is to get your name out, allowing clients to see the product, but most of all being part of the scene, part of the community - that's key.

Yes, shows are expensive and yes the 'choice' spots and space are often taken by repeat attendees (hint #1 - commit to the show and the show will commit to you, at a minimum it provides more leverage during negotiations). Learn to take advantage of all the show management has - listing of clients, listing of attendees, who is where, media room (big one), discounts - ask - ask - ask.

Look at your show expenses from two angles - the cost of the show and what you get for your money - by that I mean how can you dice and slice your budget for more bang for your buck - remember you are looking for exposure. (hint #2 - look outside the show for opportunities). For one show (that we helped a company with) we scouted the show venue a few months ahead of time. We noticed that across the street was a condominium being constructed - I negotiated with the construction company to hang a 40 by 100 foot banner off the 5th floor of the condo - the cost, virtually free compared to the cost of such a banner / space on the trade show floor. The condo was right across from the main entrance to the trade show - priceless. For another event, this one in Phoenix, we advertised with all the hot dog vendors that lined the pathway to the entrance - we picked up all their beverage costs for the day - again, relative to that type of exposure at the show, very inexpensive. Remember it is all about exposure, you have to create exposure any way you can and don't limit yourself to the show. One of our portfolio companies always arrives extra early and takes the best parking spots - they park their installation vans with all their logos and advertising - great FREE exposure.

These opportunities are not always available and some are just luck so you do have to concentrate on the show - I believe it is always best to go to the show the year before and see who's who. What do exhibitors do? What don't they do? It's a good idea to also go to other shows at the same venue. (Hint #3 - other industries have the same challenges, are going to shows for the same reasons - learn from them). For one of our portfolio companies it was their first show at a new venue, a month before I went to a plastics show at the venue - consumer plastics (cups / cd cases / hair combs) is far off from construction but I picked up alot. The one thing we used was a business card idea, one vendor was giving away plastic cups with their business card screened on it. We ended up giving away business cards at the construction show that were printed on sand paper - we also gave 'normal' business cards - but the sand paper ones were well received - people remembered it - got us exposure. At another show, one that was at Euro Disney (which meant that many attendees were traveling with family) we couldn't get anyone to visit our hospitality suite. We went out and gave away Mickey Mouse hands - all the kids wanted Mickey Mouse hands and they brought their parents - our clients - to our suite. The power of a child with a mission. The point is creativity is key. It's a trade show, you have to put on a show. People that are looking for your product will come, you have to attract all those others and the ones that visit your competitors.

We have done a number of other interesting and creative 'things' at shows, these are just a few that may help get you thinking for your next event.