Renting a stall at a trade show can be a great way to get your product or service in front of a large audience, but it’s important to set it up right in order to make the right impression and maximise your leads. The stall Try and get a stall that is close to high traffic areas, but not near competitors or displays that may attract people away from your stall, such as loud product demonstrations. Arrive early at the trade show and spend time making your stall look good. Hire tables and cloths, or bring your own, and arrange them in a way that displays your products or information to best advantage.
Bring a tool box with you containing basic tools, electrical tape, safety pins and the like, as you never know what you’re going to need at the last minute. If you are using a video, sound system or computer as part of your display, make sure there are sufficient electrical outlets and wi-fi coverage before you set up your stall. You should have discussed this with the promoter when first making your booking. Signage This is probably the most important aspect of your stall. Your logo should be displayed prominently on everything from banners to cor-flutes and all signage needs to be professionally made by a sign writer or poster printing service. Do not hand write anything, as it smacks of amateurism. Handouts Have plenty of written material to hand out to interested customers. People often have limited time at trade shows and will collect brochures from the stalls they are interested in and then move on. Give your business card to those who show particular interest and steer them towards your website to find further information when they have time. Again, make sure all brochures and flyers are produced by a brochure printing service, so that you are presenting a consistently professional image. Promotional gifts Handing out free coasters, hats and key rings is a good way to get your name out there, but make sure your logo is displayed prominently on them and that it is quality merchandise you are giving away. Manning the stall If at all possible, have another person help you man the stall, because you will need to take rest breaks at some stage and you don’t want to leave your stall unattended or miss any potential customers. Hopefully, you will also have busy periods when one person cannot handle all enquiries alone. Don’t eat or drink while manning the stall and don’t sit down if there is a potential customer nearby, as this conveys disinterest. Trade shows can produce a lot of good leads, as people often come to such events specifically to find out about products and services such as yours. If you can get their attention and present an attractive, professional image of your company, there is a strong possibility that a good proportion of those who visit your stall and take away a brochure will contact you again in the not too distant future.