Top tips for trade show success

Top tips for trade showsAustralia hosts hundreds of trade shows each year – covering topics as diverse as travel, health, home improvements, technology and even scrapbooking. But are trade shows right for your business? And how will you know if it’s working for you?

When I ask my clients why they attend trade shows, the answer is often “Because my competitors are there.” But simply showing up won’t get you the best return on your investment. Especially when you consider the time and expense to prepare for, travel to and attend a trade show. Plus, as we all know, they can be so exhausting you lack the energy for the all-important follow up.

However, on the plus side trade shows can be a great way to connect directly with customers, learn about new products and opportunities in your industry, forge new alliances with your exhibition neighbours and stay top of mind with the people who matter.

So… after each trade show – and before you sign up to another – ask yourself these 9 questions:

  1. How long have I been exhibiting?
  2. How do I measure my success?
  3. Do I capture visitors contact details?
  4. How quickly do I follow them up?
  5. How many visitors came to my stand?
  6. Was my stand easy to find?
  7. Did I have the right staff on the stand?
  8. Did I have enough printed marketing materials?
  9. What was the feedback from visitors?

Use these insights to improve your stand and decide whether a trade show is worth the investment. And don’t feel pressured by event organisers to re-sign. Take your time to make an informed decision and focus on trade shows and events that really boost your business.

And my top tip – if your stand wasn’t easy to find, ask to be moved to a more visible, high-traffic area. It could make all the difference to your trade show experience.

What are your tips for exhibiting at trade shows?    Share your experience by leaving a comment.


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  1. I’ve never exhibited at a trade show but know I need to step up my game and do so. These are great tips to follow in order to be successful.

  2. I thought this was an interesting comment as to why people go to trade shows…”Because my competitors are there.”

  3. Awesome tips! A stand located at a more visible, high traffic area gives a greater chance for your product exposure. How have trade shows benefit your business the most?

  4. Love the 9 points that you presented Vicky. Great for both the seasoned and rookie trade show attendee!

  5. Great points. I’ve been to many trade shows as an attendee and have always found them exciting, fun and interesting. And educational. When you’re on the other side of the booth, however, it’s a whole different ballgame. I find that location is key — at my last trade show, I was at the end of the aisle on the way to the food court. Worked like a charm.

  6. Love the event checklist!

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