7 Things to Remember to Have a Successful Trade Show
To summarize the key points of the "7 Deadly Mistakes Trade Show Exhibitors Make When Purchasing Promotional Products for Trade Shows let me quickly recap some of the highlights. These “Rules” should burn in your mind the next time you think about purchasing promotional products for your next show.
Poor Richards Rule #1: Retention, Retention, Retention. Remember, do not EVER buy any product that will not be retained and re-used. Keep in mind, you can’t expect 100% results – but when someone calls you 3 years later and they are still drinking out of your stainless travel mug… You will know you did something right.
Poor Richards Rule #2: Quality, Quality, Quality. Would you want your company represented with cheap items? (I am not talking price cheap, I am talking about products and are perceived to be low quality and that do not last.) I didn’t think so!
Poor Richards Rule #3: Objective, Objective, Objective. Any promotional product you buy MUST be tied into an objective. Wise buyers do not buy “give-aways.” They buy tools to increase traffic, manage booth time, qualify, disqualify, build loyalty, retain customers, and convert post show sales. The point of buying any promotional item must be to increase the results of your specific objective.
Poor Richards Rule #4: Be wise if it’s last minute. The turnaround time should not cause you to double your expense. Focus on the objective first and then the best product to fit your time horizon. “Wise Buyers” buy early. Ben Franklin wrote “He who riseth late must trot all day and shall scarce overtake his business by night.” Order early or adjust.
Poor Richards Rule #5: Execute, Execute, Execute. There have been many great plans left on the drawing board due to poor execution. Make sure everyone involved in the show not only understands the goals and objectives – but they commit to following them through.
Poor Richards Rule #6: Finish, Finish, Finish. Believe it or not, the post show is where the money is made. Hold people accountable and find a way to measure results.
Poor Richards Rule #7: Educate, Educate, Educate. There’s a saying, “Ignorance is the mother of failure.” We must strive to consistently keep up with the latest information available. Trade shows are a science. And it really is easy to tap into other people’s experience. Time
to put your ego aside and learn from other’s mistakes so you don’t repeat them. Remember, just because you saw someone doing it at the show doesn’t mean it worked.
