Exhibiting at a trade show, whether it’s your first or hundredth time, can be overwhelming. There are countless details to keep track of: your booth, location, materials, team, visitors, planned meetings, organizers, lectures, afterparties, and more.
At the same time, considering that a company spends, on average, a five-digit sum to attend one expo, you need to be as efficient as possible and make every cent you invested count.
For first-time exhibitors, this experience can feel even more stressful, as it’s hard to compare to any other business activity. The pressure is real, but don’t worry—we’ve got you covered.
Here are five essential tips to help you make your first expo as productive and enjoyable as possible.
Tip #1: Make Sure Your Materials Arrive on Time
Trust us: you don’t want to arrive at the event and find out your booth or flyers are missing. It is a solvable situation, but it’s one you definitely want to avoid. Here’s how:
- Start early: Begin preparations at least a month before the event, especially if you’re using roll-ups and printed materials.
- Plan everything thoroughly: Create a list of all the materials you might need, like the booth itself, business cards, flyers, T-shirts, merchandise giveaways, as well as online materials like presentations or landing pages.
- Allocate time for writing: Spend 1–2 days preparing text for each type of material. If you have time, get creative with other merchandise like T-shirts and notebooks. A simple logo is fine, but it can be a bit boring.
- Allocate two weeks for design: Depending on your designer’s pace, they might need more or less time to create something outstanding. Invest enough time, as a visual component is essential for your stand. Prioritize printable materials as they need time to get printed and delivered.
- Source suppliers: Use a reliable vendor you already work with or consider a local one to save on transport costs. This comes with certain risks, but if you allow enough time, you can mitigate them.
- Build in buffer time: Allow extra days for unexpected issues, like delayed printing. If exhibiting overseas, plan for international shipping times or consider bringing materials on the plane (though luggage risks apply).
- For custom displays, like fully custom booths, allow weeks (or even months) for manufacturing, plus additional design time.
Tip #2: Think About Your Goals and Audience
Going to a trade show, you need to be clear on your own goals. Typically, these include:
- Networking
- Learning
- Meeting new leads and customers
Offline events are all about meeting people and communicating effectively. To do so, think about what you can offer that will attract the people you want to connect with. The key question here is, “What is your audience looking for at this event?”
Their goals might be similar to yours but different at the core. For example, they might be looking for suppliers, so make sure you can clearly showcase your products or services. If they’re looking to learn, organize a masterclass at your booth or prepare educational materials. At big expos, where attendees may get tired, consider offering snacks or a place to rest.
Tip #3: Differentiate
To grab attention, you need to stand out from competitors and even your booth neighbors. Here’s how:
- Start with research: Check out who else will be at the expo and study their branding and previous booths. Many companies post about their event setups on social media.
- Get creative with your booth: Choose an eye-catching color, a standout installation, or a bold hook phrase for your roll-up to draw people in.
- Think outside the box with merchandise: Pens and notebooks are nice, but what else could you offer? Is there anything relevant to your product or service? Anything specifically useful for your target audience?
Tip #4: Demonstrate
As the saying goes, it’s better to see something once than hear about it a thousand times. But since you may not be able to bring your product to the event, here are some alternatives:
- Show videos of your product in action on a screen.
- Provide demo versions if you can.
- Create small 3D printed models if applicable.
- Use virtual reality (VR) for an immersive experience if it suits your product.
If you offer services, consider free 15-minute consultations, group sessions, or quick analyses. Let visitors ask questions to showcase your expertise without a hard sell.
Tip #5: Focus on Building Relationships
Though getting new customers is the main goal, building genuine relationships is crucial for long-term success. Even with prospects who are interested in your solution, it’s beneficial to connect on a personal level. Ask about their trip, family, favorite restaurants, or recent vacations. Show genuine interest. When they need your product or service in the future, they’ll remember the positive connection. People buy from people they connect with.
Exhibiting at trade shows isn’t easy, but anyone can learn to be effective. These five tips are a great starting point, though there’s always more to discover in the world of events.