Paying for a spot as an exhibitor at a trade show is only the first step. In order to be successful at a trade show your booth needs to make an impact. If you are a small business, you probably don’t have a big budget, but it is crucial that you come across as both professional and prepared. Here are some helpful pointers as to how to prepare for a trade show.

• Prepare Business Cards-  They should be professionally designed and professionally printed – DO NOT USE YOUR HOME PRINTER – this is so tacky and screams “I have no idea if I am going to be in business longer than one month”

• Prepare a Flyer or Brochure – Most of the visitors to your booth will want information about you and your company – and many people want “something they can take away”. Don’t be disillusioned, 90% of those people WILL NOT read more than 1/4 of your brochure – however it’s the satisfaction of having something tangible for them to refer to later. For this reason, keep your flyer down to one page – this cuts costs and saves the environment.

• Prepare Signage, Banner or Booth – This is crucial. If you are an exhibitor in a trade show you are playing with the “big boys” now. Don’t let you and your company look as though you operate out of your garage. Maintain a professional image by getting banners or a pop-up booth professionally designed and printed.

• Dress the Part – Dress Up. Even if nobody else does. You are a professional – wear pressed slacks and a collared shirt, blouse or jacket. Invest in comfortable shoes to save your back and knees.

• Give Aways - Many exhibitors feel it is necessary to give away some promotional item such as a key chain or a water bottle. They feel that this brings lots of traffic to their booth. Sure,  giving away a key chain or a water bottle gets your booth a lot of visitors, but I am looking for quality prospects not quantity. I am exhibiting to generate business, not to win a popularity contest. I would suggest you spend your money elsewhere.

• Contest – Ask visitors to participate in a contest, where one lucky winner can win a free service or prize.

These are just a few pointers as to how to prepare for a trade show. Some of these points may seem basic – but trust me, they are often overlooked! Exhibiting in a trade show is not cheap, it takes a lot of time and money, but if you are going to do it – DO IT RIGHT!