How to Optimise a Trade Show

Trade shows are an opportunity to meet customers, suppliers, competitors and business partners. They also offer the chance to get some new ideas. You may notice some businesses are using a service or technology you were unaware of, or you may discover a way of marketing that had not occurred to you.

Before you even book a booth at a show you need to consider the people who will be attending and how to target them. If you offer a number of products or services decide which one will be of most interest to these potential customers.

Decide what you want to achieve on the day. It may be to sell or launch a product, or gain leads for new customers. You may want to test a new product idea, re-enforce your brand or meet the media through interviews or a press release.

Whatever your objectives set yourself targets to work towards. A number of sales or leads to achieve will keep you working hard throughout the day.

Make sure you have an "elevator pitch" ready. You must not be stuck for words when someone pauses at your stand. You only have a matter of seconds to engage the person and start explaining what your business offers them. Be sure to know your key advantage over your competitors, especially those that are also at the show.

You need to decide how to be

different and noticeable. At most trade shows most people wear their best suits and try to look business-like. This gives you an opportunity to stand out from the crowd. You do not have to wear a suit to look smart. If you have identified the biggest benefit you offer you could get posters, badges or even garments printed with 'I can solve your X problems' or 'Ask me about X', where X is the problem you are offering a solution to.

Give some thought to the message you put on your stand. There should be one central theme, not a bewildering array of products or services. You have only a few seconds to attract the attention of those moving past.

Make sure your stand is visually attractive and informs potential customers how they can benefit from involving you in their business. Avoid clutter and obstructions. Keep the stand simple. Use product displays that will help you explain and present what you are offering.

Make sure you have