As a business person you occasionally receive an invitation from a trade group, state fair, Chamber of Commerce or some similar organization to participate in an event by buying an exhibit table or booth. Your first questions should be: “Will exhibiting at this event bring in extra money? Will it benefit me politically?” Be careful with your answers. A mistake could cost time, money, and future business contacts.

Don’t try to ‘wing it’. By following rules and guidelines developed by experts you can make exhibiting one of the most successful activities in which to participate. Don’t discount the effort and knowledge it takes to ‘do’ one of these affairs. If you don’t have prior experience, it may be cost-effective to hire an exhibit company to help you.

RESEARCH
Obtain as much information as you can about the event: who is attending, why they are attending, who exhibited last time, who is exhibiting this time, how many visitors you can expect, the focus of the overall exhibit, and similar information. If dollar signs are not prancing with glee in your head or if the political gain is not there at the conclusion of your research, don’t exhibit, but do request a pass to visit the show with the idea that you may sign-up for the next one.

ARRANGEMENTS
Once you say, “Yes.” get busy. Make your rental deposit and get answers to the following: How do I sign-up for water, electricity, rugs, tables & table covers, telephone, internet and the other things I will need? Can I bring-in my own material or will I have to use a service? How about security? How many people can I bring in as helpers? How about parking permits? Can I roam the exhibit with a promotional campaign? Can I get a list of attendees so I can send PR material before the show? Will the attendees have ID cards and will you furnish a reader or will we have to gather info in some other manner?

BEFORE THE SHOW
Obtain a special show policy from your insurance agent. Provide your own sign, and make it as large as permitted. Your sign should only offer a benefit the viewer will receive by doing business with you. Your company name is secondary; what you can and will do for the visitor is primary. Use BIG LETTERS, you have only 3 seconds to attract the attention of the aisle walker, make it count.

Print twice as many business cards and brochures as you think you will use. Design brochures with pictures, descriptions and prices on the same sheet, stapling a business card to each. Use color if possible. Send announcements to past, present, and prospective customers inviting them to your booth. Consider using a professional designer to lay out your booth.

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 a video running showing aspects of your product such as how it is made or used. Be creative to stand out from the others, but keep it simple.

SETUP
Place your table at the back of the booth to entice visitors to enter your ‘space’. Do not have ANY chairs in your booth. Keeping you on your feet is tough, but it sells! Booth visitors may only have time for one pass through the display area. They want as much information about you and your products as possible. Remember, they will probably throw out much of the collected literature after the show. You need to enhance your chances by making your booth experience economically satisfying.

SHOW TIME
Arrange for twice the help you feel you need, you'll need it. Keep shifts to 2 hours max. Personally visit competitor booths with a checklist, determining what works and what doesn't. Have an action item or game where their business card gets them a chance to win a real prize. Only use give-away premium that are more worthwhile than the usual pencil, key chain, ruler, candy, and other throw-away forgettable items.

AFTERGLOW
Use your checklist to analyze show results. Make notes for next time. Mail thank-you letters within three days to those visiting and leaving a card telling them you will follow up within thirty days, then do it!

(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