Trade Show Victory!

So you're going to have a booth at a trade show. How exciting - or how terrifying - depending on your state of mind!
First of all - remain calm - you're not the first person to do this. There's some easy to follow tips that will ensure success at the show, and give you follow up business too.
Preparation ahead of time is important. Gather all the supplies you'll need. Brochures, business cards, product samples, entry forms for a draw, professional signs and any audio visual equipment you'll need. Be sure to ask for electricity from show organizers well in advance if you will need it. Also, do not let any piece of marketing literature leave your booth without contact information on it - people MUST know how to get in touch with you after the show.
Make your booth look GREAT! It doesn't have to cost a lot of money - ask a friend whose got a sense of style to help you create something that is eye catching but doesn't cost too much. Don't over crowd your display area because people get overwhelmed and pass by; but on the other hand, don't have so little that people think there's nothing to see. Make sure your sign is professionally printed and hung straight!
Once you’ve set up your booth, stand back about 20 feet and objectively take a look at it. Is it welcoming? Is your sign easy to read? Can people tell what you do BEFORE they get to your booth? These are critical issues that you need to answer before the show.
At the show be friendly - wear a name tag and smile. When people come by your booth, you’ve a VERY short period of time to catch their attention. This is the time you need to have something to say. Create a 15 – 20 second “speech” you can recite. For example, if you sell children’s wall murals, why not try this, “Hi there, I’m Julie Lewis and I use paint to create a magical room for your child or an experience that will take you anywhere in the world with my wall murals.” Sounds more exciting that “I paint wall murals”, doesn’t it?
Let’s try another one, “Hello, I’m Alex Brown and I create marketing programs for my clients that really make them be unforgettable!”
By having something prepared in advance, you’re always ready to gain a new client! If you’re unprepared you will look very unprofessional.
Encourage everyone who walks by to take a brochure, sample your product or enter a free draw. ALWAYS have a free draw - give away a good prize - it doesn't have to be expensive. Use the draw entry forms to follow up on with a sales letter, or put on a mailing list for future business.
I'm always amazed at the number of business people at trade shows who don't have a draw, and then

have no way to follow up with potential customers! Create your draw entry form so that it will provide you with more information than just name and address. Get the standard contact information, but also ask questions specific to your products or service. Something like: "are you planning to buy our type of product in the next six months?" or "have you heard of our product before?" - Things like that will give you a conversation starter when you call them after the show. If you worry about "bothering people" by calling them, you can add the following at the bottom of the entry: “I do not wish to be contacted.” – and be sure to leave a check box next to the sentence. This allows those people who really only entered the draw just to get a prize to be easily weeded out. This way you don’t waste your time isn’t wasted calling them, and you don’t bother people who don’t wish to be called. Most people do NOT check off the box that says “I do not wish to be contacted – so don’t worry that you will not have anyone to call.

Make sure that pick up business cards from all the other exhibitors at the trade show as well. Some may be immediate customers, while others may have the potential to become strategic partners.
After the show - call or contact all those people who stopped by your booth, and indicated an interest in one of your products or services. Try to get in touch with them within a week at the most. Keep track of those people who find you through the trade show and later buy from you. Figure out how much your expenses were to be in the show (include booth rental, your time, items for your display, gas to get there, parking, etc.) Now figure out the profit (include expenses for materials and supplies to make your product - don't forget shipping & packaging). Now you have your ROI (return on investment). THIS IS A CRITICAL number that will allow you to assess whether or not it is worth doing this trade show again.
Some trade shows prohibit direct selling at the show - they only allow you to take orders. In this case you MUST do follow up. Do NOT assume that people will call you - they WON'T! If you don't believe me - answer this: How many times have YOU called someone you met at a trade show, even if you just adored their product? If you don't like doing follow up phone calls, hire someone to do it for you. If you're not going to do the calls at all - don't even bother doing the show - you're wasting time and money.
Be sure to send a hand written letter of thanks to the show organizers. If the show has been successful for you, make sure you're on the list for next year. Lastly don't expect immediate results - trade shows take time to pay off (IF you do your homework after the show!)
Each trade show you do will teach you something – be open to learning. Smile, wear comfortable shoes, drink lots of water and get plenty of rest before and after the show! AND DO YOUR FOLLOW UP!

Irresistible Event Registrations: How to Overcome

How can you build trust with people who object to your event based on your credibility? Here are a few suggestions on improving the way your clients view your event.

The Power of Credibility
When your event is either completely new to the market or you are trying to reach out to a new audience, establishing up front credibility with your audience is important. Even if your event is well-established, re-enforcement of its credibility will help boost your attendance.

Establish Who You Are
Create credibility by establishing a unique identity such as an "Institute" or "Center" along with a description of your mission. For example, the "Center for Personal Finance" or "The National Institute of (fill in the blank)".
Use industry or high-profile connections to establish and promote an advisory board. Use "big name" speakers or co-chairs along with their photos on all of your promotional materials. Your prospects will feel safer registering when they see familiar or official-sounding entities.

You're in Good Company
Find yourself a reputable sponsor or co-sponsor and then shamelessly promote your partnership. If you have not yet established a reputation, "borrowing" someone else's can give you a tremendous attendance boost. You're smiling to yourself, but it's true!
Prominently promoting individuals and/or companies that have participated in past events can also launch instant credibility.

Do you have notable speakers?
Jack Welch
Donald Trump
Martha Stewart
President of an industry leading company

Or promotable sponsors?

Cadillac
MetLife
An industry leading company

More importantly....are you promoting them?

I sincerely hope this article makes your conference and seminar registration even more successful!
Bill Flagg is the President of RegOnline
Putting smiles on the faces of over 9,200 event-planning professionals worldwide because it is the easiest-to-use online seminar and conference registration system available.

P.S. - If you would like to receive more tips like this via email then go to http://www.RegOnline.com/eTips

Working your Trade Show Booth

When you're at a trade show, you're competing with everybody else for competition. You have to make your booth attractive, noticeable, and worth coming to. It has to create a great first impression. And so do you, as the guy working it.
Just think of what goes on at a typical trade show. There are literally thousands of people strolling around and hundreds of booths to visit. Is yours going to "get the visit". Or will people walk right by not even taking a notice. How do you attract the attention of potential visitors? How do you get them to come to your booth rather than your competitor's.
Most experts in trade show marketing agree: "You have to be aggressive and proactive. You can't just wait for people to come to you. Just being there isn't enough. You have to reach out and grab people's attention.
Considering all the money you spend on these shows — for transportation, hotel, fees and the trade show booth itself — it's important to get the most for your buck. Here are some key tips:

Don't put a chair in your booth. Chairs take up valuable space and make you appear lazy. "[Attendees] did not come to that trade show to sit down," says Ed Leslie, a Certified Association Executive and trade-show veteran "They came to that trade show to get information and make the best deal they can." So design your trade show booth space in a business-like manner.

Ask open-ended questions. The biggest fault of trade-show participants is asking closed questions, according to Leslie. "Any question that can be answered in a yes or a no is detrimental to you establishing your product or service," he says. The reason is pretty simple. Prospects see closed questions as easy to avoid. They give you a "yes" or "no", and they keep on walking. That's not what you want. You want them to pause and think about your product. Make them stop and answer your question. Get them talking. Think of some good "openers" before you even get going.

Blow your own horn. LOUD. Make a clear and concise list of your product's benefits, and rehearse them until they are second nature to you. (Of course as an effective sales person, you should have done this already). What does your product or service do that's unique? Does it have a 100% guarantee? Will it save money in the long run? Is it the first on the market? Find that selling point and make sure it's visible to passers-bys. It should be visible in your trade show graphics. And it should be prominent in your presentation. Don't just highlight your company name; participants are coming to find that special product or service. "If they see what they're looking for initially, they're going to come to you," says Leslie.

Make your handouts standout. How many times have you seen people toting a canvas bag chock-full of brochures? This material, according Leslie, is likely to become firestarter. People tend to keep things with bulk, such as product samples, cds and other more substantial give aways. He encourages substantial novelty freebies such as yo-yos. If you're not willing to spend the money on these types of handouts, at least invest in business cards with a picture or graphic of your product on the flipside — a quick reminder of what you had to offer. Cards can be filed away in pockets and wallets. Says Leslie: "That business card will last much longer than multi-colored fold-out material."

When copying or reproducing this article, or parts of this article, please giveappropriate credits to Richard Hendershot, www.tradeshow-display-experts.comTrade Show Tips: Working your trade show booth.

Designing a better Trade Show Booth

A PopUp Display is essentially a backdrop used to give your floor space definition and focus. Because it normally covers the entire back "wall" of your space, a properly designed PopUp Display provides you the opportunity to make a bold statement about your company and your most important product or service. This is where Trade Show booth design is important.

When designing more extensive trade show booths — ones that occupy larger amounts of space —you must give considerably more attention to such things as position on the floor, relationship to other exhibitors, orientation relative to other major exhibitors, traffic flow, etc. For larger booths, trade show booth design is almost a different ballgame. A larger booth must be planned in at least three dimensions, and viewed from all sides. It must provide general display values when viewed as a whole, at the same time as creating as many functional display-areas-within-a-display, as space and budget allow. Ideally it will be strikingly creative, as well as beautifully functional. It will attract visitors by proclaiming your presence and your essential message, while giving you the space and tools to interact with them one-on-one.

A PopUp's mission in life is much less grand, but many of the functional characteristics mentioned above should also be kept in mind. Of course it is possible just to throw the popup up against the back wall, stick a table in front of it, spread our your brochures, and away you go. But you can do better than that.

First, since you want to maximize the dramatic graphic impact of your PopUp, you probably won't want to clutter the area directly in front of it. Yes, you have limited space to work with. But rather than putting a table directly in front of your most valuable asset (the PopUp), it is usually better to create two separate areas to either side. If you will be working the booth alone, then have a "distribution area" on the "incoming" side (the side most of the traffic comes from), and a "sales area" on the other side of your space. This will help both you and your visitors. They will be able to pick up brochures, samples, etc. from the distribution area without intruding on your one-on-one conversations taking place in the other area. And you will be able to have at least a semblance of "privacy" — as if this were possible at a trade show — when you pitch your more important prospects.

If there are two of you working the booth, then you should have two self-contained sales stations — one on either side. In other words, make use of your space intelligently. Don't clutter up the middle, if you can help it.

Which brings us to the design of the PopUp
I've suggested that you PopUp should do double-duty as both a backdrop, and your most important vehicle for promoting your company's presence and your "Primary Product Message". Stand back from your display for a second and look at it from the perspective of the casual passerby. What is he or she most interested in?

First, since she has come some distance to see a number of specific exhibits, chances are she is looking for a familiar name or logo. Don't disappoint. Display your logo prominently near the top of the display. That way it will be as visible as possible above the heads of the people standing in front.

The same goes for your "primary product message". Try to boil your product or service down into one or two words that you can focus on. This could be a product logo, especially if it is well known and easily identifiable. But it could also be a two or three word phrase — much like the "keywords" used in web pages. If you can't think of anything creative, then just take your primary product and stick an adjective in front of it (or a short phrase behind it) that gives it some "zing"...like this...

Hair Cuts with Class
Superior Training Services
Hand-Crafted Gifts
PopUp Displays with Impact

The objective is to keep it near the top of your display, on one, or at most, two lines, where it will get maximum exposure.

So that takes care of the top 1/3 or so of your display. The rest should be devoted to enhancing or illustrating the "primary product message". Forget about using lots of copy to actually tell people about your product. If the show is successful, you will spend most of your time blocking the view of your display, and prospects won't be able to see it anyway.

That means you should find one or two large striking images and integrate them into a colorful background. The best designs often use just one large image. In our design section we offer some suggestions and show you some possible layouts.

The important thing to remember is that people are not going to walk up to your display and start reading the information on it. That is why a "graphic" approach is much more realistic than an informational approach. If you are considering sticking a bunch of information-intensive graphics on your display because you think that will give you more communication bang for your buck, forget it. It won't. The situation, the environment, and the motivation are just not right for this to happen. You PopUp is a very specific kind of "bilboard", and it should be treated that way.

When copying or reproducing this article, or parts of this article, please give appropriate credits to Richard Hendershot, www.tradeshow-display-experts.com

Building Brand Awareness through Tradeshows

Branding is a basic marketing concept that is designed to set your products/services apart from the competition. By using a particular name, phrase, design, symbol or a combination of these, you can create a unique identity. When choosing a brand name, consider the following five criteria:

1. It should suggest product/service benefits.
2. It should be simple, memorable, and unique.
3. It should fit the image of the company.
4. It should have positive connotations for the target market.
5. It should be easy to pronounce and to pictorialize.


Branding is not a sales and marketing gimmick. Instead it refines and defines corporate culture and identity. A brand must have meaning to its consumers, its organization and its employees. Brand is an emotional link between you and your customer. It is what people buy when they buy your product or your company. The most important part of a brand’s identity is the promise it makes to customers. The essence of branding is simplicity and timelessness.

Integrating Brand Awareness Into Your Exhibit Program
Since exhibiting is a powerful extension of your company’s advertising, promotion, public relations and sales function, that automatically means it is an excellent way to enhance brand awareness. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show.

Here are three important points to consider as you plan to integrate brand awareness into your tradeshow program.
1. Consistency and repetition is vital in creating brand awareness. People buy brands they know and they trust! A brand is a promise that companies make to their customers. Strong branding requires all the levels of communication to agree with one another.
2. Ensure all your marketing and promotions are consistent and that they have your logo, colors, typeface, slogans and characters. Everything you develop should have the same look and feel.
3. Peoples’ perception about your company, products, and services is a major factor in their choice of brand preferences and their buying behavior. All perception is subjective and based on experience. Individuals tend to interpret information according to existing beliefs, attitudes, needs and mood.

The following is a 10-point checklist to act as a reminder for many of the questions you need to ask and answer as you plan brand integration into your exhibit program:

1. What needs to be done to ensure that your booth conveys total consistency, congruity, clarity and focus of your company image and brand?

Consider:
booth size
location
graphics
demonstrations
staff
handouts and giveaways
lead management

2. How can your graphics work best for you?
can be easily seen and read in three seconds
use a simple and bold typeface
have striking and grabbing visuals
are instantly memorable
use a unique size or shape
reinforce your message
make your message a single, strong, provocative idea
use a "What’s in it for me?" message
use bold colors

3. What are the best promotional activities you can use to enhance brand awareness?
Personal invitations (e.g. with incentive and response form)

Direct mail with incentive

Pre-show advertising
trade and/or local publications
local media
websites (e.g. company, show, association)
broadcast faxes
association newsletters
city billboards
transit advertising

At-show advertising
show catalogs
show dailies
airport billboards, banners/electronic message boards
hotel closed-circuit television
hotel - on door or in room promotion
kiosks/banners at show site
convention television channels

4. What types of PR communications could be used?
Pre-show:
press releases for local and trade publications
product/service application articles
personal invitations to trade/local editors
company newsletters

At-show:
press kits for the press office
press reception
video/slide presentation at the booth
reprints of articles as giveaways
seminars/workshops
contests
personalities/spokesperson at booth

5. What sponsorship opportunities exist and would complement your company image?
Some of the most frequent sponsorship opportunities are:
press room
international lounge
speaker or VIP room
awards reception
educational programs
keynote sessions
coffee breaks
luncheons/dinners
banners
badge holders
audio visual equipment
display computers
tote bags
shuttle buses

6. What advertising premiums will be consistent with your image and complement the message you want to convey?
Consider:
budget
originality
usefulness and appropriateness for your target audience
distribution

7. Who are the best ambassadors for your company - the right people to staff the booth?

8. What training should they receive?
Consider:
prospect qualification
booth etiquette
product knowledge
product demonstration
obtaining commitment
9. What is the best dress code to convey your company image?

10. What is the best way to follow-up after the show that is consistent with your exhibiting program?
Remember that branding is a process, a business system, that fuels and sustains all customer/company relationships! Total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show are essential.

Branding through Logo Design

The preliminary lack of customers and abrupt cash flows often causes new small business owners to put off designing a well made logo and promotion resources professionally \"until they achieve a clientele\" or \"unless they get themselves started\". Unluckily, designing their own promotion materials when they initiate their businesses instead of having them professionally produced will make getting those early clients more difficult and may outcome in a business that will not be successful.

Countless entrepreneurs prefer to design their own promotion materials when they initiate their businesses, particularly by their first business card and a Logo or sometimes they will have an amateur designer, who creates the design for them which is yet again not professional. There are a number of reasons why this is not the best of the used practices. An amateur logo design and business card can definitely cause your business more likely to be unsuccessful.

This will result the image of your business in quite a number of ways that are:
Your business will likely to be taken as unstable by the audience.Your business will present more likely to get failed or folded and because of this clients will not get interested in doing business with you. Naturally no one would like to do a business with someone who seems be unstable by any possible means.

You will present yourself as a very small business entity
Large span and well fashioned businesses will never choose to go with an unprofessional set of promotion material. In order to present the audience with a vote of confidence first you need to groom yourself and for that matters large business units choose to go with professionally designed, well targeted and well branded promotion material. Low quality and poor in-house design materials will result in a perception that you aren’t that competent enough to meet the standards of business world.

You will give a feeling of unpolished image
Not having a professionally designed “Logo and Promotional Material” might disseminate a feeling to the customers that your clients doesn’t matters to you or that you don’t put much emphasis on your customer relationship management and will eventually result in having a business failure, even it leads to a misimpression that the quality of work which you do isn’t up to the mark.

The audience will presume that you are unfocussed
Lack of co ordination in the look and feel of the promotion material will show your clients that you are unfocussed and lack vision. This is predicted in a way when you have a different theme of your logo and a completely different theme of your website. This creates confusion in the minds of your customer and hence results in a business loss.

It has been noticed widely that yes there are certain logos that always stand apart; grabbing eye catch for such logos isn’t really a hard task to endeavor. You can take the live examples of giant brands like Pepsi, siemens, star bucks and cocoa cola, you just glimpse a logo and there you had the complete history of the company lying in front of you.

It’s no longer a secret that each of these Fortune 500 companies dedicate millions of dollars each year to build up their brand and uphold their corporate identity.

By themselves, these corporate logos also have convinced inborn qualities that make them more unforgettable and easy to differentiate from other corporate symbols. These qualities are based in the designs themselves and in the techniques and study used in developing them.A great logo can make or break a business. Little kids as young as the age of one recognize McDonalds when you drive it, not because they read it on the sign, but because they remember the logo. As for older people our minds are clogged with many other things and a great logo will always be remembered if created properly. These kind of errors are very excellently skipped by firms like http://www.impact-corporate-logo-design.com/

A professionally designed custom logo can be very powerful in representing the company profile, the nature of job they do and the attitude of the company. It helps to build the identity of the company and distinguishes your service from your competitors in the industry. Overall, a good logo is a vital part of a successful business, and much more influential than many people realize. Since individuals are often unaware of the effect logos have on their own decisions, they may also be unaware of the influence a well designed logo will have on their own business. By taking time to evaluate the different aspects of a logo, business owners can ensure that their company logo will have a much greater impact.

Logo Design Buyer's Guide

Across a period of time a logo is the image which symbolizes a corporation, its products and services in a complete explanatory manner. Its purpose is to create an unforgettable, familiar feeling on the mind of a potential client or customer. It’s undoubtedly a logo which can be termed as the heart of a company’s corporate identity. So in a nutshell a logo is a trademark of a company or organization. It's the identity that encapsulates what your company stand for and what it wants to achieve in its lifetime. Companies do spend thousands, if not millions of dollars just to have the right logo.

So what are the ingredients of a first-class logo?
Most people would reply "I just recognized it when I saw it!”
Well this isn't so far from the truth. A good logo catches the eye; it makes the observer curious and engaged, doesn’t matter if only for a short moment. And that is the moment in which an image and the subsistence of your company gets embedded into the minds of your customer rather than filtered out with a million other daily options. Your company's logo will be your visual tool to stimulate attention and leave a greater impact to your target audience that words may fall short of. Over time, logos prove to be the simplest and most direct way of promoting one's business presence. Make your logo give you your brand name recognition. It is your visual appeal to any document or web page because of its unique graphic image. People tend to remember a catchy logo at a much higher rate than nearly any other advertising element. When designing your logo, there are several things to keep in mind to achieve you goals: be unique, be true to the company, consider the psychology of your target market, and, above all, keep it simple.

Your business logo will most likely be used for many purposes: business cards and letterhead, outdoor designs, the Internet and promotional items such as T-shirts and mugs. The logo has to look good when resized to fit on a small 2"x 3.5" business card. If the design is complex a lot of detail will be lost when the logo is shrunk to fit on the card and people might not be able to make out the design. Elaborate designs can also be difficult and expensive to put on T-shirts and mugs.

Complex or over-the-top designs can mean high printing costs. A decision to have a highly complex custom design logo for your firm can come back to haunt you. This doesn't mean that your custom design logo has to be simple (and boring) for it to work.

An elegant logo design can enhance your firm's professional image. The trick is to find the right balance between design and functionality, where you have a great design that you can use for all purposes.

Design of a company or product logo should not be tagged on to an advertising campaign at the end of the planning process. It deserves to be examined and integrated into the body of the campaign; it should not be the tail of the dog. A good logo is developed at the front end, the part that bites. Planners need to communicate to the graphic designer certain key information about what the company or product goals are. They need to pass on to the artist a demographic picture of their target consumer - age, income, where they live. All of these factors are brought into play in the strategic planning process.

Too much information can be just as complicated to handle as too little. Seeing too many sources might encourage the prospective logo purchaser to select a supplier at random and hope for the best. Given the prolonged expected life cycle for a company logo and the significant part a logo plays in image recognition, playing selection games can be devastating. But what can a newcomer do to get the best bang for his logo?

These days the savvy of risk in online business is becoming quite substantial, anyone with a computer and internet access can put up a logo design business.

You could’ve pay a boy working as a freelance and charging $40 to draw your logo. Who knows? Maybe he's good, but there is more to logo design than nice pictures. Logo designers need to recognize the association that should exist between the logo and the image the company wants to send to its customers. Logo designers have to have some business understanding and business know-how in order to design logos that increase sales.

Don’t fall for cheap prices, they say “Quality never comes cheap” and yes it is so very true, at one hand you tend to choose a cheap logo design plan but on the other hand you sacrifice some of the things which in turn those logo designers will get benefited with. Some of those like things are:
1. A limited number of Formats
Mostly the cheap plan logo designers won’t provide the final design in multiple formats such as a bitmap image and a vector image. Knowingly these both formats are very necessary, you use bitmap for your website and interrelated purposes whereas vector for printing up of the visiting cards and corporate stationery.

2. No Money-Back Guarantee
Usually cheap logo designing plans are not backed up by any money back guarantee, might be the reason can be, they don’t really possess any satisfied customers.

3. Limited Alterations
Some logo designers present very affordable logos where you get no or very few alterations. In additional words, they'll give you one logo. If you don't like it, that's your problem. Typically they then charge extra for alterations. This in itself isn't really dishonest - as long as they are upfront about it. It does become deceptive when it's buried in fine print.

Creating a logo is always a process - though different designers have their own methods. Many designers will begin by sketching thumbnails or playing with shapes on the computer screen, until something "clicks" and they follow that path to see where it leads. One way to start is to select a shape which represents the concept of the company, and begin playing with it.

The idea is to come up with something interesting or clever, whether a viewpoint which is different, or an unusual combination of shapes. Perhaps it will be something which will require some guesswork on the part of the viewer, but then be crystal clear when they look at it another way.

The accurate logo, with the accurate distinctiveness, will enhance your visibility, reliability and impression; which mean more business for you. Few are the things that are needed for a robust logo making activity and an outstanding product, before choosing this service of logo designing make sure that the designer firm follows this trail, following this will ensure maximum credibility, firms like http://logodesignpros.co.uk/ follow this trail and has been achieving recorded success ration over a period of years, these factors are:

Consistency
Consistency in use of logo, tagline, materials. Repetition of similar elements, used in the same or similar ways. This helps people to remember who the company is and what do they do?

Memorability
Must contain an element of memorability so that the logo stays at the forefront of potential clients' minds. That way, they'll think of the company next time they have a need.

Meaningfulness
Meaningfulness so that the logo can spread the message about the distinguishing characteristics of one’s business.

Uniqueness
The uniqueness factor helps one stand out from the crowd. For example, if everyone in one industry uses a particular symbol (i.e., airlines often uses airplane tail), try to use something else that way, the logo doesn't just look like everyone else's.

Professionalism
Professionalism in the eminence of the graphics, the printing and the paper on which the materials will be printed.

Timelessness
Timelessness in the logo will ensure that one don't have to redesign the logo in just a few years and that the investment and equity in the design will be lasting. Remember, logo design is an essential element to your general marketing strategy. Put in the necessary time, effort, and creativity, and you will end up with an effective, memorable logo that will go miles towards developing the positive brand appreciation and recognition you desire. A logo is essentially at the heart of corporate identity. It is the face of an organization. The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant.

Using Subcontractors (exhibition)

Business has finally started to pick up. Things are not steady, but instead you find at times that you have too many orders to fill or too many projects to complete. You can’t afford a steady employee, or even a part time employee (or you don’t want the hassle of IRS), but you don’t want to continue working from 6 am-10pm at those busy times. What do you do?

As a small business owner, I have found the best solution is to have some reliable well trained subcontractors on your “team.” When I first opened my Virtual Assistance business, I had 3 well qualified people approach me that they were interested in work, if I ever had enough. I had them sign a contract, provide me with their tax information, and told them IF I ever had work for them, I would be in touch. Since, I have used them several times, which has helped my business to grow. Here are some tips to help you get started using a subcontractor:

v Find subcontractors BEFORE you need them. Don’t wait until you get that first project or order, and then you are scrambling to find someone to help you, because chances are if you find someone, they won’t be the quality you desire.

v Check references. Just because they are subcontractors, doesn’t mean you should trust they will do quality work. They are representing your business, and you need to ensure that you aren’t going to spend more time cleaning up their messes, then you would if you had just done the project yourself.

v Get all your paperwork in place BEFORE you need them, and let them know you will be in touch when you have work. This way you are not scrambling to get paperwork back, the project out, etc.

v Have a contract, and make sure there is a no compete clause in it. Sometimes it is necessary for you to give out your clientele information to your subcontractor, and it is necessary for them to contact your clientele, depending on the work. Make sure they are always representing your company and understand they may NOT discuss future projects with the client and their company.

v Agree up front on the pay, and get it in writing. Also determine how and when you will pay them. I have heard various discussions on paying your subcontractor immediately or waiting for client payment. I think this depends on your company and what you can do. I have subcontracted my services out, and have worked for people who pay upfront, and people who pay when they get paid. In both cases, I had a written agreement, and was comfortable with the agreements. Decide what you can do, and find subcontractors who are quality and agree to your terms.

v Always be clear on the amount you will pay them. You do not have to share how much the client is paying you and how much you are making off of it. Be fair to yourself and the contractor. You put time & money into landing the client, overseeing the project, and getting payment from the client. You need to ensure you are compensated for that time, money, and effort. Also, realize the subcontractor is doing the work, saving you a great deal of time, and using their own time, so be fair to them and pay them well. If someone is not paid well, they probably won’t do the quality you want, and they won’t work from you again. Deciding what to pay is your own decision.

v Have in writing exactly what you expect from your subcontractor. If they will be doing the same thing every time, make sure they have a copy at all times, and you have a copy signed on file. If they will be doing different things with each project, then for EACH project, give specific details and have them sign a copy for your records. This way if there is dispute on how the project was completed, you have the paper that was signed.

Working with a subcontractor can be a wonderful, profitable experience for you. You can continue to grow your business, and take on projects you would not otherwise be able to do. Additionally, you are not required to give them work and if they don’t do a quality job for you, you don’t have to give them anymore work. Just remember to respect your subcontractor and treat them with dignity. They are not someone to be looked down on, but someone who is saving you time and money. They deserve to be treated with respect.

This article is only a general outline of working with a subcontractor, and is not meant to be the only information you use in decision making. I did a ton of research on contracts and the uses of subcontractors so that I was comfortable in my role as the “supervisor” and knew what to expect. I have had only wonderful experiences and am sure you will also.

Patty Benton is the owner of JERPAT Virtual Assistants and JERPAT Web Design, www.moretime4u.org, which provides affordable administrative and web design support to coaches, small businesses, religious organizations, and realtors. Additionally, Patty is a coach for new entrepreneurs interested in venturing into the virtual assistance industry. She has developed a program that is affordable for all. Visit her coaching site at www.virtualvacoach.com for program details and great business resources. If you would like to receive Patty's articles and other tips in your mailbox every month, you can sign up at www.mortime4u.org/home.html. © 2005 JERPAT

You have permission to reprint this article electronically or in print, as long as the text and byline remain unedited. A courtesy copy of your publication would be appreciated.

Overcome Objections About Time (exhibition)

I'm sorry I can't give you better news, but unfortunately you just can't please everyone all the time. I do have a few tips for you, though, on how you can make scheduling woes a little bit better all around.

What Participants Really Want
Have you ever asked your customers about a convenient meeting place and timeframe? If not, now is the time to take a survey. Ask them specifically when and where is most convenient for them. If you've asked before, maybe it's time to re-evaluate with fresh survey information. An attendee's schedule can change drastically from year to year.

You Can Always Take a Direct Approach
Do you provide customized training? Do you go on the road when needed? Then tell them! People like flexibility and choices, so give your potential customers additional options to learn from you or your event.

Map It Out
Nothing is more frustrating than not knowing where an event takes place. Be sure to include all event access information by providing complete transportation information, maps and even free limo service. Make sure your schedule clearly indicates the 'where and when' so that your attendees know at a glance where they want to be.

You can't please everyone, but you can aim for the majority. Remember, most of your attendees genuinely want to be at your event, but there are always conflicts in schedules. Gather your target audience's input then put it into action.

I sincerely hope this article makes your conference and seminar registration even more successful!

Bill Flagg is the President of RegOnline
Putting smiles on the faces of over 9,200 event-planning professionals worldwide because it is the easiest-to-use online seminar and conference registration system available.

P.S. - If you would like to receive more tips like this via email then go to http://www.RegOnline.com/eTips

Ten Amazing Ways To Increase Attraction at a Trade Show

These ideas are for anyone that has a small budget to work with or is just starting to expand into exhibiting at trade shows.

You can even use these tips and techniques whenever you are speaking or presenting -- at Toastmasters, delivering workshops -- or even eLearning activities.

1. Have a visual point at your booth -- like a power point show or a television with a video playing. Put together a workshop video, even if it isn't professional quality. People will usually not look at it more than three minutes before they feel conspicuous and will approach you.
2. Have a picture album with success stories and pictures. Especially great for independent professionals selling a intangible product. Pictures of workshop attendees having fun and doing various projects or eating together or a Christmas party in your office with your clients is very connecting and attractive. Please like to belong to things that they perceive as "successful."
3. Have a drawing for something that is valuable and attractive to them. Don't give away something laying around your office or something that has your ego attached, this very unattractive.
4. Candy bowl. One they have to reach deep. Don't fill it up, let it look like there isn't much left -- that is even more attractive. They want to reach in before it's all gone. They will take less too (chuckle)>
5. Hire a model with brains and a marketing background to assist you. Someone "very attractive."
6. Do what they do in grocery stores, demonstrate how to use your product. Wear a mike and have a small speaker attached. Buy the headset mike like professional singers use. The connection to that alone will attract (second chuckle).
7. Wear clothes with your logo. Name tags are great for participants but displaying your logo or name is important for building your brand. If you can't afford to have them done, create your own. There are transfer materials made for your ink jet printers (see your office supply store), find some nice shirts/blouses, and go create.
8. Don't just stand behind the booth, go in front of the booth and mix and mingle.
9. Stand up behind the booth with a smile. If you get tired go sit somewhere else and have someone there that has an attractive approachable energy. Rule of thumb is to rotate the energy every 30 to 60 minutes.
10. Display your web site name big and bold in the background. Make the name a different color than the "www" and the ".com".

Here's a bonus for you. How about going in with another one-person business and sharing the costs. One that I like to use, is to work with someone like does chair-massages. It is a big attractor to people. Oops, let me slip in another tip -- let's call it a super bonus -- for getting this far in your the reading and in your mindset. If you are a shy person, a dead way to sell at a trade show, hire a trade show presenter. A trade show presenter is experienced at attracting people to your booth. Their fee may seem expensive, and I said I was going to keep these tips in the inexpensive realm, yet then if your ROI gains from it, it will pay for itself. And these experts on presenting at trade shows will pull in the people all the time. Find someone training for this type of work and you might even be able to barter.

SIX Trade Show Marketing Mistakes and How to Avoid Them

Trade Show Marketing has changed a lot in the past few years.

As they say, there is the easy way and the hard way. I learned my trade show mistakes the hard (and expensive) way. I didn’t know what I didn’t know. You may be in that situation too. If you use trade shows as a way to promote your business, you should think about what I am about to tell you and discover if these strategies can help you get better trade show results at a lower cost.

Trade Show Marketing Mistake Number One:
Not having a clear purpose and plan for each show.
This seems to be fairly obvious but so many companies I talk to are in the trade show rut. They have been in a show in the past and continue to stay in. Even if the show has shifted its focus, redefined its market, or has competition of its own.
If you have people in your company who say “We can’t miss this show, what will people think?” or “What message does this send to the market place?” you may be in this rut.
It’s clear it’s not their budget they are talking about. A client of mine did a show for years and had a new product to launch. It was a product intended for a new market. The show they had done for years, didn’t suit their market. But, they couldn’t let go and couldn’t afford to add new shows to the roster.
So instead of selecting a different show, one suitable to their new target market, they stayed in the same show, launched their product and puzzled over the poor reception of their product.
Trade Show Marketing Tip. Do you do a continuous review of your shows to ensure they stay in touch with your market, products, competition, and strategy?


Trade Show Marketing Mistake Number Two:
Investing heavily in a new (expensive) booth without knowing your show ROI.
What’s an ROI you ask? It stands for Return On Investment and is a tool the best marketers in the world use daily. Simply it means I am doing a particular show and expect a certain number of (hopefully qualified) leads and my budget is X amount of money.
Your cost per lead is leads divided by budget. How does that compare to other marketing strategies you run? Other shows? Past shows?
Or if your expectation is to do a product launch? What is the number of interviews, media mentions and write ups you expect to achieve?
Trade Show Marketing Tip. No matter what your trade show goal is . . . measure, measure, measure

Trade Show Marketing Mistake Number Three:
Not thinking about your competition.
Trade shows are great. Delegates can go to the show, see what suppliers are doing in their industry, look for products that offer competitive advantage and incorporate them into their buying plans. That’s the good news.
The bad news is that while they are there they can make a direct comparison of you and your competitors. How they look, how they behave, how they represent themselves, and what they offer. Now, people aren’t looking for sameness. They are looking for difference. You all have the same professional booth, the same well trained professional staff, the same glossy brochures, and the same give-aways. So what is your competitive advantage? You must know first of all, how you separate yourself from your competition and have a clear message but you must also ensure you appear to be different on the show floor.
That’s what’s great about the internet these days. All of your competitors will have a web site with coming events in it. So between last years exhibitor list and your competitor’s web sites there is no excuse for not knowing who will be there at the show.
Trade Show Marketing Tip. Figure it out! And separate yourself from the pack--your results will improve.

Trade Show Marketing Mistake Number Four:
Not training the booth staff.
Next time you attend a show, look for any of the following behaviors.
•Cell phone usage
•Exhibitor staff talking to each other
•Talking about clients
•Food and Beverages in the booth
•Gum chewing
•Corporate secrets-in the open! You get the idea!

Perhaps any one of these is not an indictable offence, but have you seen more than one? Or even, was it the one thing that caused a potential prospect to pass you by. An opportunity that would never come again. Often in shows people who are not professional sales reps attend and pull booth duty. Product managers, PR people, CFO’s and others. Just being in a show doesn’t mean they know selling skills and/or show etiquette.
Trade Show Marketing Tip. Hold training classes before the show, write out a show guide, and have a pre-show meeting on the show floor to remind everyone that behavior that would not be tolerated in the boardroom of your best client would not be tolerated on the floor either.

Trade Show Marketing Mistake Number Five:
Not trying to qualify a prospect.
IF you are attending trade shows to generate new leads, you will want to as closely as possible follow your selling process. The fact you are at a show and everyone is giving away yo-yos doesn’t shouldn’t keep you from doing what you do in real sales situations—qualify your prospect.
I had a client who sold to small business owners. Which of the following opening statements would have the best effect for him?
A: Hi, would you like to see my product?
B: Would you like a yo-yo?
C: Do you own a small business?
If you picked C (I surely hope you did) you are on your way to leveraging your trade show investment. It is critical to know if you are talking to the people who your marketing efforts are targeting. Just because someone is at a show doesn’t mean they are your target audience. They could be media (yay), competition (groan), or tire kickers (yikes).
Trade Show Marketing Tip. Your success will be greater if you plan to qualify in the booth. Qualified prospects are like gold-you need to dig a little bit. Remember to train you staff (all of them) to ask the sales question. “Are you my market?”

Trade Show Marketing Mistake Number Six:
A weak follow up plan.
You have in your hand, a list of people who stopped by your booth (lets say they aren’t qualified) or you have a stack of business cards (lets say they are qualified decision makers).
What you do next will make a difference to your result.
You must have a measurable, crisp, FAST follow up plan in place. This is one way you will most certainly separate you from your competition. Here is an area where most people fall down.
The scariest story I heard of was actually a friend of mine who worked a booth in a trade show and allowed someone else to take the business cards home. Can you guess? They lost the cards! There was no back up. They were GONE!
Now that leads to poor follow up. The onus was on the prospects to remember they talked with you and want to continue to talk with you.
Trade Show Marketing Tip. So plan and measure your follow up. That alone costs you no money and delivers a better result. As you can see many of these mistakes are common sense. But common sense only if you have seen them work or not work in your favor.
Trade Show marketing is a skill. And as such can be developed to produce better results.

More at http://www.marketing-for-small-business.com/

Throw in an Extra Banner Stand

You've spent considerable time and effort designing a killer trade show booth or popup display. But now you find you would like to emphasize a new product, or a special service your company has just introduced. Do you have to go back to square one and redesign your entire booth?

Definitely not. Just add an extra banner stand or retractable display unit or two. Highlight your new product offering by doing up a special portable JiffyRoll. Or punch up your presentation by replacing those low tech flip charts with a graphically striking retractable display.
These units are versatile enough to be placed near your featured product. Then move it to your presentation area and use it as a graphic backdrop when making your pitch.
Retractable displays are portable, easy to set up, and very inexpensive. In fact the price of these units has come down so much you no longer have to be concerned with amortizing their cost over five or six shows. A banner stand is inexpensive enough to be considered a one time item. A JiffyRoll (Roll Up) costs a bit more, but will give you many uses. In fact, if you take care of them, either of these retractable display types are sturdy enough to last for years.

Design for Impact
Since you want to maximize the dramatic graphic impact of your banner stand or JiffyRoll, try using a bit of design flair. Don't settle for a blown up version of your presentation's title page, or just the product name followed by a few bulleted features. Create a display design that has impact — that is striking and that people will notice.
Digital printing techniques give you the ability to use full color photographs and artwork. If you don't know anything about working with images, or have never used graphic design software, get your company's graphic designer to create something with visual impact. Consult the design section at America-Banners.com and Tradeshow-display-experts.com for design and technical advice.
Or, even better, talk to your trade show display supplier and see if they can design something for you as part of their service. Since they have done this sort of thing hundreds of times, they will have a very good idea of what you are trying to accomplish, and they will know exactly what raw materials you need. They can often put an impressive design together for much less than you are likely to pay a free lance designer.For more information go to TradeShow-Display-Experts.com or America-Banners.com.

About the Author Rick Hendershot is a marketing consultant operating out of Conestogo, Ontario, Canada. He publishes several websites and blogs, including Web Traffic Resources, Marketing Bites, SuperCharge Your Website with Power Linking, and many more.

Seven Ways to Put Show Biz into Your Tradeshow

The best way to attract and mobilize more customers to attend your trade show is to bring a "show biz" mentality to all your marketing and at-show strategies. After all, you are in show business. In today's marketplace, consumers are drawn by glitter and excitement but turned off by humdrum events. If you put on a dull show you will generate little interest. Following are seven ways to put more show biz into your exposition.

Think like Disney.
There was never a greater promoter than Walt Disney. Everything he touched turned exciting, colorful, and was bursting with energy. The Disney legacy continues as the Disney Corporation dazzles and entertains millions with its products, parks, and superb customer service.
What does Disney do that every trade show organizer should emulate? Disney injects a show business mentality into everything it does by creating an image that makes people smile and lets them know they're in for a first-class experience. Disney employees undergo rigorous customer service training and are famous for their courtesy, cheerfulness, and problem-solving skills.
So when planning your pre-show marketing strategies, remember to think like Disney. Everything you do to promote and implement your show must be first-class, creative, and professional. Train your show employees to provide enthusiastic and helpful customer service. Unpleasant experiences with trade show employees can ruin the show biz experience you've worked hard to create.

Make your trade shows interactive.
When people manipulate objects they often form an attachment to them. They get an idea of how the products work and are more excited about the possibility of buying them. Thus, advise your exhibitors to set up audio-visual displays that attendees can easily operate -- they will feel like they are part of the show experience as they connect with your products.

Put the Internet to work for you.
You can interact with potential exhibitors and attendees through the Internet, both in your pre-show marketing and during the show. Experts believe that virtually all trade shows will incorporate the Internet into their marketing strategies in the near future.
At the very least, you should have a professionally designed Web site that provides information about your show, allowing consumers to easily find out as much about your event as possible. Today's techno-savvy consumers are instantly turned off by Web sites that aren't interesting, easy to access, and informative.

Make your shows unforgettable experiences.
"If meetings are really going to change our lives, meeting professionals need to begin to shape memorable events," said Jim Gilmour, author of The Experience Economy: Work is Theatre & Every Business is a Stage. "Successful meetings must create emotionally based experiences for attendees," Gilmour said.
How do you generate such an experience? Again, think Disney. Capture the imaginations of attendees by providing a wealth of sights, sounds, aromas, and entertainment, along with a high degree of interactivity.

Make your trade shows fun.
Live entertainment, educational seminars, clowns, puppeteers, and magicians are just a few of the tools you can use to make your show fun and informative. Advise your exhibitors not to rely on their products alone to sell the show biz experience. Booths filled with inanimate objects are boring and won't capture the attention of your audience. However, if you support your exhibitors by injecting a little excitement into the show, you'll have attendees in the palm of your hand.

Provide lots of comfortable space.
Make sure you have enough space at your show, both on the exhibition floor and in the booths, to comfortably accommodate your guests. Don't try to cram as many booths as possible into the space allotted. A cramped show environment does not allow attendees free rein to wander comfortably, and harried, crowded consumers don't make good customers.
Help your exhibitors design their booths so they don't sacrifice comfort for hardware. Booths that are crowded with display items make it difficult for consumers to focus their attention on each item. Advise your exhibitors to set up their booths so that attendees can see everything clearly in an uncluttered space. Booths should provide good lighting, easy-to-read signage, and attention-grabbing graphics. Consider publishing a brief pamphlet of booth design tips and distribute it to exhibitors.

Inject show biz excitement into your advertising and public relations.
Without resorting to hyperbole, your advertising should reflect the excitement, creativity, and flavor of your event. Observe how the producers of movies and Broadway musicals advertise their shows and incorporate as many of those elements as are feasible in your own advertising. Every ad you place should showcase the opportunities that your show offers.
Train your most trusted show employees to lead the media to the most engaging exhibits. Have a staff member on hand at all times who can articulately tell reporters about your event and what makes it unique.
Remember you are in show biz, and you must create and promote an event that is as exciting and dramatic as a great movie or play. Your exhibition space is your stage. In order to generate interest, you must put on a performance that will keep attendees riveted to your exhibits and eager to come back for the sequel!

Eight Success Tips for Your First Trade Show Booth

Exhibiting in a trade show can involve a major investment of money and time. But the financial returns for your business can be excellent if you learn some of the secrets of trade show booth success before signing up for a show and investing in your displays.

If you're considering setting up at a trade show for the first time, here are eight tips for a successful trade show booth display:

1) Rent the smallest possible booth space for your first trade show. The first time you exhibit, you'll learn a lot about what works for you and your products and what doesn't, and what you'd like to change for your next show. Also, seeing other exhibitors' booths and ideas will inspire you to evolve various aspects of your own display. So it's a good idea to keep your trade show expenses lower as you learn, by renting a smaller space and starting with a simple display.

2) Create an open trade show exhibit. Make it a space people can enter comfortably without feeling trapped. If you set a table across the front of your booth and stand behind it, it's harder to draw customers in and involve them - so they tend to walk on by.

3) Keep your booth uncluttered so customers can focus on what's important - your product. When approaching your display, anyone should be able to discern immediately what your booth is promoting. No one is going to take the time to study it and guess, when there are hundreds of other booths to visit.

4) Before planning your trade show booth display, find out everything you can about your allotted space. Know its dimensions, where it will be located in the building, what companies or organizations will be in your neighboring booths, whether it's in a high or low traffic area, whether you have access to lighting and electricity, and anything else that will affect your exhibit display setup.

5) For your first trade show, consider renting booth display components. Rental displays can relieve you of the issues of transportation and storage, and allow you to be a little more daring in your exhibit design than you might be if you were purchasing them. Also, studies show that many first-time exhibitors never do a second trade show. If you only exhibit once or twice, purchasing your own exhibit components doesn't make economic sense.

6) Design your booth with an eye to keeping shipping costs low. Oversized or heavy displays can be very expensive to ship to the trade show, and may also require that you hire expo personnel to bring them into the exhibit hall and help you set them up. Opt for smaller, collapsible, lighter weight displays as much as possible.

7) Plan to secure your expensive items so that they can't be stolen at a trade show. If you use a laptop computer for a multimedia presentation at your booth, be sure to have it securely locked to your display, and take it with you at night if it's a multiple-day event. Display the samples of your more expensive products either well inside your booth where they can't "walk off" as attendees stroll by, or inside a locked display case.

8) For the most professional image, create a unified appearance for your displays. Choose no more than three colors for your display elements and table coverings - such as gray, white, and blue. Each exhibit component should be one of your three colors. Also, choose no more than three textures - such as brushed metal, matte vinyl, and clear acrylic; each display element should be one of these textures. This creates a professionally pulled-together booth that lets your products stand out in the display.

In summary, although it's tempting to go all out when designing your first trade shows booth display, it makes more sense to keep your first booth small and simple, and focus your energy on marketing your products and networking at your first show. During the event, learn as much as possible about how you'd like to alter your exhibit for show next show, and write down all your ideas either during or immediately after the show.

Once you have your first trade show under your belt, you'll have a much sharper idea of what you do - and don't - need in a trade show display to make each successive show your most profitable one to date.

Why Exhibit...

Exhibitions Deliver!
1. Exhibitions attract targeted buyers.
2. Exhibitions attract decision makers.
3. Exhibitions serve a variety of purposes for visitors.
4. Exhibitions provide returns.

Ten Reasons to Exhibit
1. Meet thousands of new buyers and develop a quality database
2. Develop a personal and direct relationship with your clients
3. Show your full product range in real life rather than a catalogue
4. Let buyers use all five senses to gain a full appreciation of your product
5. Get immediate feedback on your product range

6. Overcome objections and accelerate the buying process
7. Sell product at the show
8. Raise your profile in the industry and add value to your brands
9. Locate new agents and distributors for your products
10. Launch a new product and generate media interest

Statistics
WHY TRADE SHOWS WORK…..
Meet the decision makers
· 83% of all visitors to a trade show have the authority to purchase or are a decisive influence in the purchasing decision of the company.
· 72% of trade show visitors intend to make a purchase either at the show or in the near future.

Exhibitions are effective because
· 54% of visitors come specifically to see new products and services
· 48% come for information
· 40% to keep up to date with technology
· 15% to make business contacts

Did you know?
· 46% of people planning to visit a trade show make the decision to attend more than 2 weeks before the show.
· 25% of visitors decided to attend the trade show because they had attended the same event before
· 82% of trade show visitors are aged over 25
· An average expenditure of 9% of companies’ marketing budgets was measured as returning 23% of business.

CONSUMER SHOWS
Did you know?
· 62% attend for information
· 34% look for new products and services
· 21% have attended the same event before
· 53% plan to attend before the show opens
· 82% of those from out of town or state have travelled specifically to visit the show
· 87% are aged over 25

6 Quick Tips
1. Choose the right show. Often there are a number of options. Choose the show with a good record of attracting your kind of buyers.
2. Book your stand early. You will have a better choice of stands, lots of time for planning and may be eligible for an early booking discount
3. Promote your participation leading up to the event. Send out letters to all of your current and potential clients to let them know you will be at the show
4. Design your stand so it looks professional and so your product is the most obvious feature. It is important that visitors know what you do.
5. Search for qualified buyers at the show. Get your staff to be active in looking for the right people, qualifying their interest and recording their details
6. Follow up straight after the show. The show is the first big step, but to get real results you need to contact all the buyers you met at the show.

Choosing A Show
· Use the EMPL website to establish what shows are being planned, in which State, and when.
· Obtain a list of exhibitors from the organiser, to determine whether the show covers your particular industry.
· Speak to companies who exhibited at the last show, to gauge how successful it was.
· Obtain an audited breakdown of show visitors from the organiser, to see if the visitors are your target audience.
· Discover how established the show is and has it grown in the last few years.
· If possible, first visit the show to assess its appearance, organisation and success.
· Ask the organiser for a list of current, confirmed exhibitors.
· If it is an inaugural show, check the credential and history of the organiser.

Booking A Stand
· Establish how much space you ideally require to display your products/services.
· Check whether this then fits within your budget.
· Select a stand with high traffic flow eg. Near entrance, adjacent to kiosk, or on a corner.
· Ideally your stand should have more frontage than depth, for better traffic exposure.
· Ask who is on the adjacent stands. Do you wish to be next to competitors?
· Book early to obtain the widest choice of stands, and to gain an "early booking" discount.
· Sign and return the "Contract for Space" promptly, with deposit, to confirm your preferred site
· If you require special services eg. Gas, air, water, and ensure your preferred stand has these.

Ordering
· Read your exhibitors manual carefully. You will find all the information you need to make ordering things easy.
· After you have defined your objectives and designed your stand, establish a list of your requirements.
· Ask questions. Talk to the preferred suppliers if you are not sure, need clarification or ideas.
· Ask for written confirmation of the things you have ordered from your supplier.
· Ensure your stand coordinator brings a copy of your order to the show during set-up.
· Get in early. At least four weeks prior to the show. Last minute orders can incur late fees and delays during set-up or you may have to compromise due to shortage in supply.
· Use the official show contractor. They have been selected on their performance and will be there to help at the show if you need it.
· Keep it simple. Don't order too much for your floor space. As a rule, at least 50% of your floor space should be left for visitors.

Moving Things
· Where show stock is very valuable, insure it including during transit.
· If using outside carriers, book them four weeks in advance. Note many do not operate on weekends or holidays.
· Plan so that your product arrives after the construction of your stand has been completed.
· Ensure that fragile equipment/product is safely packaged.
· Use reputable freight forwarders, if product is coming from overseas. Seek recommendations from the organizer.
· Every item must be clearly labelled with your stand number and company name.
· Get a loading dock confirmation time from the organiser, to avoid your carrier waiting in queues.
· During move out, pack all your goods then move them out.

How to Make the Most of the Exhibition
· Set SMART objectives. Specific, Measurable, Attainable, Realistic and to a Timeframe. What do you want from this exhibition?
· Define the target audience. Who are the audience at this show? What products and services will they be interested in?
· Develop your message. Keep it simple and to the point. Aim your show specific message at the target audience.
· Attract people to your stand. Consider at show promotions, sample giveaways, competitions, hospitality, or launch a new product. However, don't let these things distract from your key objectives.
· Communicate. Who you are. What you do. What benefits you offer to your clients. The obvious needs to be stated.
· Pre-Show Targeting. Promote in the publications that the show promotes in. Involve you whole marketing mix early. Send out complimentary invitations to attend to you current and prospective client base inviting them to join you.
· Be clear and concise. Exhibitions are a competitive environment. You only have seconds to attract visitor's attention and engage them with your message.
· Graphics. Larger, bolder, simpler. As a rule of thumb, think of a size and double it. Think of a freeway billboard. What works on the printed page or website will not always work in an exhibition.
· Space. Leave plenty of room for visitors (buyers) on your stand. At least 50% of your floor area should be left for visitors.
· Involve your sales team. Brief your team on the stand prior to the show. Give them the whole picture, the why, what, where, who and your objectives, and seek feedback on your exhibit for the next show (write it down). Train your staff with in the three key areas of successful trade show preparation: how to manage visitors, product training and the gathering and recording of leads.
· Why will visitors buy from you?
Trust and comfort - analyse your key audience and communicate the visual language your customers speak and understand.
Quality of product and services.
Promise of after-sales service - an important factor for decisions to purchase - amplify your product warranties and back up your promises.
· Review, develop and change. Continual development and change is a must. Visitors (buyers) may walk past your exhibit if it "looks the same as last time" - nothing new here!
· Capture the moment. Photograph the event. Use it in further promotion and as a great stepping stone to your next exhibition stand.
· FOLLOW UP!
Sales are made after the show - have a follow-up strategy in place! Organise leads generated, send out follow-up communications, and make follow-up phone and sales calls. Qualify sales post event and review the results in three months time - you'll be surprised how many will be attributed to your presence at a trade show.

Staffing
· Staffing will ultimately determine how successful the show is to you.
· Use your very best staff - those that are friendly, motivated, and have a real knowledge of your products.
· Avoid using outside temporary staff - trade visitors expect to get answers from experts.
· Roster staff in four hour cycles, to avoid them is getting tired and de-motivated.
· Brief staff as to the goals of your exhibiting, so that they can focus on these.
· Set specific targets (eg. $ sales, visitor contacts) and offer rewards for achieving these.
· Instruct staff as to their "body language" on the stand.
· Have a de-briefing at the end of each day, to review results and problems.

Security
· Ensure that your insurance policies are extended to cover the show.
· Whilst thefts rarely occur at exhibitions, be particularly alert during move in and move out.
· Always have a lockable cupboard or storage area on your stand, for personal valuables eg. Wallets, phones, handbags.
· Co-operate with security guards employed by the organizer, as they are there to protect your property.
· Report any thefts immediately to the organizer.
· Never leave small, portable, valuable items unattended on your stand eg. Laptop, handbags
· During move out, station somebody on your stand until all product is removed.
· Don't leave commercially sensitive material on your stand, eg. pricing folders, client lists.

Expo Jargon
· Application: The form you need to complete to apply for an exhibition stand. Once accepted by the organiser the application normally becomes your contract.
· Booth: An American term for an exhibition stand. Often refers to a 3m x 3m stand with basic walls and flooring.
· Corinthian: A form of exhibition walling made up of wood panels covered in velcro-compatible fabric. Has the advantage of providing a flat and durable surface
· Darling Harbour: Generally refers to the Sydney Convention & Exhibition Centre which is located in the Darling Harbour precinct, a short walk from the city centre
· Floorplan: The layout of an exhibition or event showing all the stands and major venue features
· Framelock: An Australian designed modular construction system for exhibition stands. Comprises square poles, flat panels and other accessories for flexible yet affordable stand design.
· Jeff's Shed: The Melbourne Exhibition and Convention Centre
· Loading Dock: The area normally located at the back of the venue where goods may be unloaded and brought into the venue. Normally there is a wait during peak times. Forklift services or trolley hire may be available for a small charge. Check with the organiser.
· Manual: Most organisers issue an Exhibitor Manual to each exhibitor once they have contracted to an event. The manual will generally include an information section, checklists, order forms and catalogues for additional services
· Octanorm: An internationally recognised modular construction system for exhibition stands. Comprises eight sided poles, flat panels and other accessories for flexible yet affordable stand design.
· Organiser: A company who puts events together. Some organisers own the events they run while others organise events on behalf of industry associations.
· Pipe and Drape: An American system that provides basic fabric walls between stands. Generally not used in Australia.
· Pits: Service ducts located in the floor of an exhibition venue. Most would have power and telephone connections. Some have water, waste, compressed air or gas.
· Registration: The process of collecting visitor details before they enter the show. Common at trade shows but not public exhibitions
· Rigging: The process of hanging lights or banners from the ceiling of a venue. Generally allowed above your own stand at an additional cost.
· Shell scheme: Exhibition Space supplied with a basic stand. Often includes carpet, walls, lighting and a nameboard. Sometimes includes a powerpoint but not always.
· Space only: Exhibition stand supplied as bare floor-space. You will need to build your own stand.
· Space Plus: Exhibition Space supplied with a basic stand. Often includes carpet, walls, lighting and a nameboard. Sometimes includes a powerpoint but not always.
· Supplier: A company who provides services to the exhibition industry. For example furniture, stand design, rigging, transport or signage.
· Tracker: Refers to a machine which scans visitor name-badges and prints to an address label or floppy disk. Normally available for hire at larger trade shows
· Venue: The building where events are staged
· Withdrawal Fee: A fee agreed to by the exhibitor when they apply for space that will be paid if they subsequently withdraw from that exhibition. Generally it represents a percentage of the stand cost which increases as the show becomes closer.