The time for exhibiting at a State Fair or some similar major function is rapidly approaching, and you may be wondering if your participation will result in enough business to make it worthwhile. State Fairs usually have a two-week period where just about everyone in a 50-60 mile radius drops in at least once, especially if they have kids. Your challenge is to stand-out from all the other exhibitors, offer a product or service that people want, offer it at a real discount (leaving substantial profit for you), and either sell it right there at the fair or arrange for a home/office close that evening or the next morning. If you cannot do these things, don’t exhibit!

PITFALLS
Exhibiting at a State Fair or similar outlets including trade shows and open-air markets can be one of the most successful activities in which you can participate, providing you follow some proven guidelines. Your booth visitor is busy, may only have time for one pass through the display area, and typically will give your booth about 3 seconds before moving on to the next. He or she wants and needs as much information about you and your products as it’s possible to gather in that 3 seconds, doesn’t want to hang around for a sales talk, and probably will throw out much of the literature they collect as soon as they get home. If you follow the guidelines below, you stand an excellent chance of making your booth experience economically satisfying.

THE BASICS
Make the go/no-go decision, then get started. Pay for the booth space (expensive). Arrange for electricity, telephone, water, tables, (no chairs, not ever) and any other items you need to display your goods. You will pay dearly for all of these, so make sure you need them. Check to see if you can hand-carry your own merchandise and booth material to the site or whether you must use expensive contract labor supplied by the center. You will be required to pay for the setting-up your booth, laying carpet, hanging signs, and other items. Ask about booth security before and after show times. Obtain a special show policy from your insurance agent. Visit several similar shows in your area starting now to determine what works and what doesn't, then make your plan modifications accordingly.

BEFORE THE SHOW
Print four times as many business cards and brochures as you think you will use. The show promoters will have some idea of the total number of visitors, so use their figures. Design your brochures with pictures, descriptions and prices on the same sheet, stapling a business card to each. Use color if possible. Keep your material simple, but not plain. The 50 gallon trashcans scattered through the area are emptied daily, and a considerable amount of your material will contribute to their bulk.

Send announcements of your planned participation to past, present, and prospective customers inviting them to your booth. If you are going to offer the same old stuff, your customers will wait till the show to buy, so make your offer different! Use a professional designer (or friends if money is tight) to lay-out your booth. If you have the money, newspaper, TV, cable, and radio ads designed to tantalize are great.

MECHANICS OF YOUR BOOTH
Put up your own sign, but focus it on the offer, not on your name! Use vivid colors, lights, and movement to attract attention. Hang extra large product pictures on the wall. Use carpet, but tape it down securely. Have an automatic video/computer running showing your product in use. Be creative. Stand out from the others, but keep things simple and uncrowded. Use a very long narrow table at the back of the booth so prospects will have to walk into your area to view your offer! Have a drawing for a meaningful gift, but state on the entry form that they cannot win unless they fill out the marketing questions included.

DURING THE SHOW
Arrange for twice the help you feel you need, you'll need it; standing there (never sit-not ever) for two hours at a stretch is about all anyone can take. It is your personal task to visit every booth with your checklist, determining what works and what doesn't. Your give-away premium (if used) must be more than the usual pencil, key chain, ruler, or other throw-away and completely forgettable items. Most everyone will have a pen or a basket of candy as a give-away, and most visitors will take these without a thought of doing business with you. Request permission to have a ‘sandwich board’ person roaming the exhibit area touting your booth, handing out inexpensive gimmicks to attract them to you.

Every evening take the entries from that day and put them into some form of contact data-base program on your computer. Send each person a letter thanking them for visiting. Include a different brochure listing all your products or services, a pre-paid return postcard where they can indicate their interest (don’t forget your phone number), along with a repeat of the show special.

SELLING OPPORTUNITIES
These types of shows offer an opportunity for instant sales, either right there at your booth, or for an immediate home-visit. Ask everyone who fills out an entry form for your give-away if they are interested in having a product/service expert (that’s you) visit them in their home or at their office. You’ll be surprised at the number of people who will say, “Yes!” Gear yourself and your staff to get this job done, even if you go without rest or sleep. It’s your business!

AFTER THE SHOW
Analyze show results. Make notes for next time. Thank the organization providing the show and ask for a better location for the next one. If your sales at the booth even approached break-even, the publicity you receive may be great enough to do this again and again.

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.