5 Tips to a Great Trade Show



Want to make your investment in a trade show payoff? Then follow some simple rules to assure that you will get the most out of your show, and provide a nice ROI.

Be on the offense, not the defense
Some companies who think of trade shows as an expense attend to defend their turf from new competition. Others see trade shows as investments: Those are the companies that end up building real relationships on the floor. “Don’t just buy space and expect miracles because that’s like Russian roulette,” says trade show coach Susan Friedmann. “Maybe you win, maybe you won’t. It’s an expensive exercise just to find out it doesn’t work.” In order to make your trade show experience an investment, set measurable objectives before the event and stick to them.

Plan Early

Of course, the old business adage “location, location, location” stands here just like anywhere else. Most trade shows will offer prime location booths for an extra charge.

If you are willing to pay extra, look into this early. Most trade show’s prime locations sell out fast; some prime locations are even grandfathered in, so you may need to think even further in advance, like next year.

It also is something to consider when negotiating your contract. If you plan on attending a trade show long term, year after year, prime location is something you can try to leverage at that time.


Be interactive

Trade show attendees enjoy interactive booths. These types of booths fill potential clients’ needs to touch and interact with everything. At a minimum, this type of booth gives the company an opportunity to sell their products during the interaction.

Pass out useful merchandise

Everyone has taken home enough stress balls and key chains. Passing out useful merchandise will impress the attendees while they proudly display your brand everywhere they go.

Avoid Selling Sex

Don’t hire booth babes or strippers. Unless you work in the modeling, strip club, or porn business, don’t hire models, strippers, or porn stars to work your booth—it’s insulting to women. Now, that doesn’t mean the folks in your booth can’t be attractive and well manicured. It just means, have some taste. At last year’s conference, someone had a bunch of stripper types in hot pants and absurdly tight T-shirts. It was totally cheap, cheesey, and lame.


For more information on promoting your canna-business, contact Denver Consulting Group, at: www.denverconsultinggroup.com