YOU WILL LEARN: - Simple ways to cut expenses & increase leads at trade shows - How to avoid theft at trade shows - How to increase the average exhibit stay - What are appropriate giveaways for a show - MUCH more!

1. 57 Tips
About Trade Show
Every Manager
Should
Know.

2. TIP #1
Use credit cards with show decorators that have a
low maximum limit. Avoid undocumented charges.

3. TIP #2
Increase % of attendees who show up for pre-set
appointments by getting the cell # they will have on the
show floor. Confirm ½ hour in advance of the appointment.
Assume the appointment as you talk.

4. TIP #3
Designate 1 or more people as a crowd gatherer. That
person will staff in the aisle and engage people to
participate in your in booth activity or your register
for your high-end giveaway.

5. TIP #4
Label valuable items incorrectly, such as high-end
giveaways being labeled as literature and literature
as valuable items.

6. TIP #5
Schedule Electrical Internet and hanging signs the
day prior to the 1st day of set up. Many shows will
not spell this out for you…..But you can still do this

7. TIP #6
Always attend installation of your booth to monitor
the labor hours. Reduce the amount of double time.

8. TIP #7
Ship advance to show if you have a fairly complex
island exhibit or even some of the linear exhibits that
are more complex.
Particularly if you have a short window for
installation of the exhibit.

9. TIP #8
Resist "add-ons" and have one decision maker that is
responsible for the budget. If additional items are
requested it must go through the responsible decision
maker and be noted that it is not in the budget.

10. TIP #9
You can share booth space…
Where it's possible, adopt "Subletting" space to local
distributors in your booth. This helps in two ways .
1. Increase the volume of booth traffic by using local
distributor's contact database;
2. As a value-added service to your distributors for
local exposure on a larger scale than they are
normally used to.

11. TIP #10
Barter for good and services…
Instead of renting some equipment necessary for
displaying the machines (dust collectors, etc) work
out a deal with the manufacturer to do branding for
them and get the equipment as part of the deal.

12. TIP #11
Giveaway ideas are
•Food items… smoothies, popcorn, Starbucks
•Hand sanitizer
•Items to go on the desk, not in the desk
•To visit giveaways… picture on a motorcycle or shirt
with logo that is embroidered on the spot
•Massages with a screen under where the head rest is

13. TIP #12
Do an exit interview. The decision makers are there,
go ahead and get more information on how they
view you and what is most important to them.
• More expensive when done in the field
• Do this in exchange for a nicer giveaway

14. TIP #13
Provide clear goals to staffers and then measure them
against their goals, in a clearly defined time frame… then
publish the results to the company
79-81% of trade show leads are never followed up on.

15. TIP #14
Turn around attitudes. Show your staffers some “love”.
Put a gift basket together to say that you care… put it in
their room and make it a surprise.
Might include a pair of gel inserts, hand sanitizer, box of
energy bars, energy drinks, nice pen set, mini book with
good jokes, etc.

16. TIP #15
Beware of after hour and weekend drayage
surcharges (up to 35 percent)
TIP #16
Change your shoes at least one time during the
show. Creates different pressure points for your
feet and saves your knees, back, ankles, and legs.

17. TIP #16
Use credit cards with show decorators that have a
low maximum limit. Avoid undocumented charges.

18. TIP #16
Use credit cards with show decorators that have a
low maximum limit. Avoid undocumented charges.

19. TIP #17
Beware of the minimum drayage weight rate (often
200 pounds); think twice about extra shipments

20. TIP #18
Always have a pre-show meeting to discuss key
points of the show:
•When are presentations
•Review booth staffing questions
•When are appointments
•What is each persons responsibility
•Success as a group is measured by…
Individually each person is successful when…

21. TIP #19
Label your shipment
Bad labeling is the most frequent error in losing shipments:
•Remove old shipping labels from your crates.
• New labels should be positioned on at least two sides of
each piece of freight.
• Bright colored labels can help identify your freight on the
show floor.
•Have your exhibit builder permanently mark how your
crates need to be shipped - for example, on their side or on
end.

22. TIP #20
Buy a reconditioned exhibit
Some exhibit builders, including Skyline, offer a variety of
used exhibits. Explore your options. If you are flexible on
design, you can take advantage of a limited selection and
save anywhere from 20 percent to 50 percent of the cost
of building new.

23. TIP #21
Forced freight is costly but easily avoided
To guard against this, exhibitors or their service people need
to notify their freight haulers of check-in deadlines for
outbound shipping from shows.
Small General Contractors or Hotel Shows are most
notorious for initiating forced freight charges. Small general
contractors have even been known to play games in order
to obtain the freight.

24. TIP #22
Ship large flat screen monitors in AV cases. Shipping
in a box for more than one show is asking for trouble

25. TIP #23
Test all AV equipment before shipping to a show.
• Test equipment will work together
• Mounts for monitors fit the back of the monitor
• Cords are long enough

26. TIP #24
Be sure your primary message is apparent in
1 second from 30 feet.

27. TIP #25-33
Avoid sitting… it makes you look LAZY.
Talking on the phone… discourages INTERACTION.
Talking to other staffers makes me look UNINSTERESTED.
Checking email says STAY AWAY.
Use clipboard w/ logo if you blend with the attendees.
Ask an open ended question to engage a prospect on the
show floor.
Ask OPEN ENDED questions to guide conversation.
Leaning makes you appear BORED?

28. TIP #34
Have booth staff wear company-branded clothes
(polo shirt, etc.) that include the company name / logo
AND the company's web site address
(possibly on the Back shoulder blade area of the shirt)
It provides great additional company exposure to
visitors

29. TIP #35
Promote By Presenting
Try to get an opportunity to host a seminar at the trade show.
It drives people to your booth and informs them of much
more than they can get by just taking a quick stop in your
exhibit.

30. TIP #36
Rent carpet from the show.
(Unless you have venue-specific rental source)
• Should save $$$
• Stains
• Fading
• Cutting holes in carpet
• Shipping / Drayage /
Installation

31. TIP #37-39
When shipping internationally.
• Allow 2-4 weeks additional time in case it gets stopped in
Customs
• Always talk to your Customs Broker
• Never ship _______ items internationally… it will get
stopped if you declare it.

32. TIP #40
Schedule your sales people according to what
time zone their territory is in.

33. TIP #41
“Elevator" speech
Have a clear and catchy 15-second sound bite about
your company that's well-rehearsed by your entire
show staff.

34. TIP #42
Material Handling Form. ALWAYS estimate low. It will
be adjusted up if needed… but will never come down.

35. TIP #43
How to end a conversation with an unqualified lead
1. I'm glad we had this opportunity to talk today..."
2. "I've taken enough of your time today..."
3. "Based on the information shared today, we can't help
you, but here's our website if you need us in the future".
4. "Thanks for dropping by..."
5. When using these key disengagement phrases always
give them a handshake, symbolizing a polite goodbye or
hand them a brochure or an inexpensive giveaway.

36. TIP #44
Send your best customers out with your best
prospects… golf, dinner, etc

37. TIP #45
If you send exhibit staffers that are commission
based, them pay them to work the show.

38. TIP #46
Competitive Intelligence
The VERY first thing I do after set up is go to every booth
of your major competitor's, collect their brochures, do a
quick read and highlight their new policies and offerings,
so you can have ready answers to questions like, "So why
should I use your services over XYZ?"

39. TIP #47
If your freight is missing and you know it was delivered,
look at the booth with transposed numbers… i.e. 212
could be in 221.

40. TIP #48-55
•Giveaways are EARNED.
•Giveaways are used primarily for ATTRACTION.
•Giveaways can be used for rewards, appreciation, recognition, and
communication.
•Giveaways can create a LINE.
•Once this is created, we need to WORK THE LINE.
•At-show demos and presentations can also create a LINE and the
same applies.
•Giveaways have to have higher PERCEIVED value than the existing
item they already have.
•Paint your CREATE a crazy color so you can find it easily.

41. TIP #56
Do a theme for your exhibit. You could double your lead
count in many cases.
Example: One client did tropical theme and did a tiki hut
and served smoothies. Amazing results.

42. TIP #57
If it is not in the rules then consider trying it. Think out of the
box.
Ask for forgiveness, not for permission… unless it clearly
violates show rules.
Leave them wanting more. The point of most shows is to start
a relationship so you can follow up at a later point… if you give
all the info, then you may not be needed.

43. THANKS
FOR ATTENDING!
THIS PRESENTATION IS
A COURTESY OF
SKYLINE MONTREAL