Trade Show Guide for Beginners

Quick Trade Show Survival Guide

Even for trade show veterans, event preparation can be a tall task. If you’re new to the show circuit, it can seem downright daunting. At Monster Displays, we’ve used our knowledge to help more than 30,000 exhibitors take on the challenge. This beginner’s trade show guide has the six most important things to consider when preparing for any industry event.

1. Know the Trade Show Costs and Potential Costs

Many first-time exhibitors underestimate how much it will cost to attend a trade show. Between the display, booth space, shipping, promotional giveaways, staff and more, there are a lot of expenses to account for. One industry rule of thumb is to take the combined cost of your display and booth rental and then multiply it by three. This should give you a rough estimate of the total event cost.

2. Secure a Booth Location

Where your booth sits has a big impact on what impression you make and the visibility of your booth. Factors such as proximity to the entrance, other exhibitors, traffic intersections and even the restrooms play a role. Of course, the better locations may cost more — but don’t be afraid to negotiate. Our guide “ The Best Location for a Trade Show Booth” has much more on picking out prime event real estate.

3. Train Your Staff

Trade show staff needs to do more than just greet visitors and hand out business cards. They need to provide the information prospects are looking for and do so in an engaging way. By training staff in the products and services you offer along with how to deliver a presentation that is best suited to the show audience, you end up with a more professional presentation that means more leads.

4. Configure a Trade Show Display

To draw those prospects to your booth, you’ll need a quality exhibit. Purchasing a custom-configured trade show display is a money-saving choice for those attending a lot of shows. They are available in many sizes, and with modular trade show displays, you can adapt to different spaces. Businesses that attend shows occasionally or have specific needs for a one-off event may be better off renting a display.

5. Prepare Promotional Materials

Good handouts and giveaways are a great way to keep your business in the minds of booth visitors after the trade show is over. Pamphlets, brochures and flyers can offer basic information on the product you’re promoting in an eye-catching. Be sure to include your contact information on them. Other promotional products such as logo key chains and T-shirts increase general brand awareness.

6. Create a Follow-up Plan

A successful trade show can generate a lot of new leads — but without timely follow-through, that’s all they are. Put together a plan for when and how to reach out to these leads after the show to start the conversion process. Reaching out within 48 hours is recommended, and you should have various messaging templates depending on how hot a lead is and how good a fit you think they are.