Participating in Trade Shows
Some Tips for First Time Exhibitors
(and old-timers too!)
Sanjay Gupta
Dean, Centum Learning
Former Dean, NIFT
© Dr. Sanjay Gupta
Why are you attending the Trade Show?
• To introduce your
company to the
market
• To present new
product
• To support
existing customers
• To generate new
contacts
• To network…
All efforts must be targeted towards your goal
© Dr. Sanjay Gupta
How to prepare for the Show
• Research the
Show. Is it right
for you?
• Determine the
Cost
– Estimate Staff
requirement,
How many/ Who
– Make Travel
Plans
• Who else is
participating?
© Dr. Sanjay Gupta
Marketing yourself for the Show
• What to do Before, During and After the show
• Pre-show
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Create a complete identity!!
Send mailers/emails, existing customers, publications
Invite potential customers
Post on your website
Add a strip to all your letterheads, invoices, V-cards..
Preserve list of past attendees and invite them
© Dr. Sanjay Gupta, NIFT
Marketing…..
• During show
– Keep media-kit ready
– Network with buyers
– Pick up literature to see what’s happening at the show
• Post Show
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Follow up on all leads via email and/or mails
Send thank you notes
Use media contacts
Consolidate visitors' major interests, questions asked,
strengths, weaknesses, everyday after the show
closes
© Dr. Sanjay Gupta
Getting customers to your Booth
Bazaar
Tradeshow
• You have three seconds to make an impression on those
walking past in the midst of a loud, crowded exhibit hall
filled with distractions and competitors.
© Dr. Sanjay Gupta
Getting customers to your Booth
• Your overall design including display, graphics
and signage must be arresting and meaningful
enough to compel attendees to walk in
© Dr. Sanjay Gupta
Make visitors feel comfortable
• Remove physical
barriers to visitor
exchange.
• Make it easy for
booth visitors to enter
your space and
obtain the information
they desire.
• If visitors are
comfortable and want
to enter your booth, it
is more likely they'll
listen to your sales
pitch and your show
will generate better
© Dr. Sanjay Gupta
Key components of a good display
1.
Color: Colors can
help you stand out, as
well as convey your
message. Cool colors
like blue, green and
white appear slick
and professional, yet
may not be strong
interest grabbers.
Warm colors like red,
orange, and yellow
attract more attention,
yet need to be used
selectively because
they can be seen as
too strong or carry
other connotations.
© Dr. Sanjay Gupta
Key components of a good display
2. Lighting: Creative use of lighting can help draw
focus to your booth. You can choose to
spotlight a new product or creative a warm,
inviting atmosphere that beckons attendees.
© Dr. Sanjay Gupta
Key components of a good display
3. Motion: Very few people use this
tool effectively. But projecting a
DVD onto a large screen,
having product demonstrations,
using colorful streamers, or
other moving objects can be
highly effective.
4. Sound: Having nice music,
playing nature sounds, featuring
live entertainers or other sounds
that appeal to auditory senses
may help entice people to your
booth. Sound levels shouldn’t
disturb other exhibitors.
© Dr. Sanjay Gupta
Planning and setting up your booth
• Layout your floor plan on a graph paper
• Estimate your needs for electrical, lighting, signage,
carpeting, pipe and drape…
• Create a clean, clear simple booth
– You get very little time to attract a buyer
– Your booth shouldn’t give out a confused message. Too much
display confuses
– Keep it simple & concise
© Dr. Sanjay Gupta
© Dr. Sanjay Gupta
© Dr. Sanjay Gupta
© Dr. Sanjay Gupta
© Dr. Sanjay Gupta
© Dr. Sanjay Gupta, NIFT
© Dr. Sanjay Gupta
Importance of Good Staff
• Often the difference between success and failure of
a show participation is the people staffing the
booth.
• What is needed
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Positive attitude
Extrovert
Energetic
Knowledgeable
Good questioner
Great listener
Concise communicator:
Closing mentality:
© Dr. Sanjay Gupta
Do’s and …
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Dress appropriately
Wear your name tag at all time
Act ethically
Be punctual
Watch your language
Know your product and terms of sales
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Take breaks but ensure that booth is covered
Walk the show to see what’s on display
Wear comfortable footwear
Relax and smile…
© Dr. Sanjay Gupta
…Don’ts
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Sit around in the booth
Wear strong cologne or perfume
Make promises you can’t keep
Talk to other booth staff or on cellphone
Eat or Drink in the booth
Scratch, pick or dig
Talk too much
© Dr. Sanjay Gupta
Have a Good Show
sgupta34@hotmail.com