At Alexander’s, we’re very familiar with the trade shows. If we aren’t exhibiting, we’re helping customers create trade show booths, promotions or events in conjunction with trade shows.

In addition to building trade show booth displays we’re frequently called upon to print banners and collateral materials, or help with other trade show marketing needs.

Put it this way: We know what kind of planning and time goes into trade shows and conventions.

Last week, Alexander’s COO, Doyle Mortimer passed along a series of relevant articles about trade shows. One particular article listed 25 mistakes people frequently make when it comes to trade shows.

Here I’ve merged a few pointers from different lists and my own experience to create 7 things you should do to make every trade show successful.

1. Plan logistics far enough in advance

You need to have the trade show logistics mapped out 6 or more months in advance. Do you know what kind of booth or display you want to build? How will you transport it? What type of marketing collateral will you need? Do our company reps have specific people they are targeting? Are we sending the most qualified people to make pitches? Make sure the details are laid-out far enough in advance so that you can execute each of them seamlessly.

2. Pre-show marketing

People need to know you will be at the show. Make a marketing plan for the events, and be sure to send out e-mails, direct mail pieces, and promotional items that will spark interest ahead of time. Pre-show marketing is one of the most important ways to get attendees to go out of their way to visit your booth.

3. Consider investing in a new trade show booth display

If you’re working in a specific industry, it’s likely you attend the same trade show every year. That booth might be getting a little old, worn-out, or it might not be sending the message you need it to send.

Maybe people recognize it, but are they recognizing it as a state of the art trade show display? Probably not. Updating your booth or display graphics for each new show will bring heightened visual appeal, drawing more people in to talk to.

4. Know your purpose

Ask yourself why you are at that specific convention or trade show, and don’t just say it’s to generate leads. Think about what you need to accomplish at the trade show, and what your messaging and pitches will be. Every trade show or convention will have a different approach, so be certain your sales pitches and messages aren’t stale.

5. Make sure your giveaways aren’t just ‘free stuff’

Don’t just give away free pens for the sake of giving something away. Of course people like free stuff, but make sure whatever you give away ties back to your company/organization. Banking companies might give out calculators. Dental companies might hand out sugar-free gum. Alexander’s often gives away printed journals to highlight our design and print capabilities. Whatever you choose to hand out, make sure it serves a purpose beyond just being a free handout.

6. Utilize social media

People at the show will have their social icons listed on most of their signage or collateral materials. Pull out your phone or jot them down, take pictures, and engage with them on social media during and after the show. This will help people remember who you are, and hopefully what you do. Perhaps use a quick response (QR) code to drive attendees to one page on your corporate website where all your social platforms are listed.

7. Follow-up on leads

This seems like common sense, but the majority of leads from trades shows fall through the cracks. Set up a system before the show to make sure you follow up with people afterwards. This should be part of the marketing plan you create before the show.

Hopefully these tips will help make your trade show experience more successful.

Keep Alexander’s in mind when you need assistance with displays or marketing needs for trade shows. There’s not one piece of what we’ve discussed above that Alexander’s hasn’t done, so we speak from experience. Feel free to contact us to learn how we can help with planning, printing and marketing for your next convention or trade show.