Trading Places: How To Prepare for a Trade Show

Even in today’s largely digital marketplace, trade shows can still play an important role in any type of business. They can provide you the ideal setting to unveil new products, networks with fellow professionals in your field, and buy or sell your business products. Some conventions can end up attracting thousands of exhibitors, as well as reporters, business analysts and potential customers. Exhibiting can be an expensive business, so you need to make sure that you are choosing the right show and doing the right things to grow your business. Here are five top pieces of trade show advice for you to follow.


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Research Relevant Shows

It always helps to be well-prepared, so you should look at different shows to work out which one will be of the most benefit to your business. Every industry will have at least one show, but if there are multiple different ones then you need to weigh up your options. As you will be investing a significant amount of money, you will want to make sure that you make as many valuable connections as possible.

Analyse Marketing Budget

It will cost several thousand to exhibit at a trade show, and it is not a good idea to cut corners. You need to think about all the marketing materials that you will have created, plus any transportation costs like quality cases for shipping. You also may want to bring along some samples if you have a product business. Try to register and book as early as you can in order to save money. Trade shows tend to add on a pretty hefty amount for last-minute bookings.

Hire a PR Firm


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If you don’t have your own public relations firm or have never contacted one before, now may be the time to get in touch with them in order to maximise your presence at the trade show. We have already talked about the media that will be in attendance. A music PR firm knows about the ins and outs of trade shows and can set you up with appointments that you may not have been able to land on your own.

Prepare Your Booth and Products

You want to make sure that you take the time to prepare your booth and products, so you are able to grab people’s attention. There is nothing worse than turning up to a trade show, only to find that attendees are walking straight past your booth. Order any materials that you need well in advance including business cards, banners and brochures. If you have attended trade shows in the past, you will have a much better idea of what works well and what doesn’t.

Always Follow Up After the Show


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Your work isn’t completely finished after you have packed up and gone home. You should come away with a pocket full of business cards and a whole raft of new contacts that you need to follow up with. Send an email thanking them for talking with you and giving them more information about your business.

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