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Secrets to Trade Show Planning and Preparing

1. Develop an overall message or theme.
While developing your promotional plan, special events, and media relations, you'll need to keep a consistent theme throughout each piece. This will help reinforce your message to prospects as well as enable them to better recall who you are.

2. Use graphics to enhance your message.
Graphics are used to create interest, focus attention, and tell visitors about your product or service. In just three to five seconds, graphics need to communicate who you are, what you do, and how customers can benefit. Graphics are often the first impression an attendee has of an exhibitor, so it's important to make the right statement. Consider size -- bigger in this instance is oftentimes better!

3. Develop a follow-up system.
Whatever system you use, ensure follow-up is prompt, within three to five days after the show. The quickest follow-up occurs when you input lead information into a computerized system and transmit it immediately for fulfillment. If you don't follow up, your competition will. There are several good lead management software applications on the market. Find one that fits your needs or consider designing your own - the simpler the better. Decide what kind of questions you will receive and how to respond to them. Consider different follow-up methods for the various types of visitors, e.g. prospects with an immediate need, prospects interested in buying within the next six months, or prospects who are only partially interested.

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Why should I purchase a display?
Exhibits provide the catalyst to showcase your products and services. They're effective vehicles that may be used effectively in trade shows and other presentation activities to promote your company's image and presence.

How much does a tradeshow exhibit cost?
This is kind of like saying "How deep is a hole???" The costs associated with a tradeshow exhibit can vary, depending on numerous criteria: Size of the exhibit, materials used to construct it, and the identity you wish to portray via graphics or signage. We will work closely with you to design and produce a display which best suits your company's requirements and budget.

What other costs should be considered for exhibiting at a trade show?
1. Costs to ship your display from Point A to Point B are an important element. The physical dimensions and weight of your display cases will dictate how you will be able to ship - via UPS, FedEx, or common carrier. You can keep costs down by shipping early; rush shipments carry high price tags.

2. Drayage at show site often come as a shock to the first-time exhibitor. Drayage is the charge incurred for the show's general contractor to move show materials from the shipping dock to your booth for show set-up and back to the dock for return shipment at the end of show. Drayage charges are usually based on weight and vary by show, so be sure to check each show's Exhibitor Manual.

3. Installation and dismantle (I & D) charges are also aspects to consider when purchasing an exhibit. Labor manhours required to assemble an exhibit are an important consideration. The more complex the exhibit, naturally the higher the price to assemble. Additionally, many shows require that set-up occur over the weekend, forcing you to incur costly overtime charges.

4. Storage costs must be considered if your company does not have the space to store your exhibit at its physical location. These costs are determined by the size and bulk of the crates that house and protect your exhibit when not in use. Depending on its size and complexity, your exhibit may pack down into compact containers or require a substantial crating system to ensure its safety and longevity.

Are there specific guidelines to give our artists for development of our graphics?
Click here to view our graphic standards.

Does TSN take trade-ins?
Yes. Your company may outgrow a "starter" display or it may wish to develop an entirely new "look." Since every situation differs, Trade Show Navigators examines each opportunity on a case-by-case basis.

How long should I expect my exhibit to last?
A properly cared for exhibit can last for many years. The hardware can be repaired, updated, and added to keep with current design trends; and the graphics and signage can be replaced if your products and services change.

Are all pop-ups alike?
Absolutely not. Please see the 10' Pop-up Comparison Matrix (xls format) from Nomadic Display® to rate the different manufacturers' products.

Because Nomadic Display offers a "No Questions Asked" lifetime warranty on their Instand® frames and struts, any of these products will virtually last as long as your company does and will require no further charges for any repairs or replacements.

What are some tips on generating traffic at a tradeshow?
Industry studies show that booth traffic can be increased by as much as 53% as a result of a coordinated pre-show promotion program. The standard promotion vehicles available to generate booth traffic are:

1. Personal Invitations
2. Telemarketing
3. Direct Mail
4. Advertising
5. Public Relations Activities

What are some tips for staffers working a tradeshow?
Click Do's and Don't's to get a complete list of suggested behavior tips for your on-site staff.

Oops! I have a show next week that I completely forgot about. How soon can I get a display?
Is tomorrow too soon??? Several of the manufacturers whom we represent offer Quick Ship Programs. For example, if necessary, we could have a display at your office tomorrow if the order is placed by 1:00 p.m. EST today. Obviously, however, we are limited to products and colors carried in these Quick Ship Programs.

What's the standard turnaround time for a display?
Shipping times vary by manufacturer. However, allow 10 working days for pop-up systems and simple folding panel systems. Custom modular systems such as Nomadic Display's Platinum™ require 25 days.

How do I order replacement parts?
Just contact us by phone, fax, or e-mail.

How do I have my display repaired?
For Nomadic's Instand® frames and struts, just call for a Return Authorization Number. You'll ship these items directly to Nomadic Display, and they will return directly to you. Because of their "No Questions Asked" warranty, your only cost will be shipping charges to Nomadic, as they pay for return shipping charges to your address (UPS 3-Day Select).

TSN passes along the manufacturers' warranty for all other display products.

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Do's and Don'ts for Manning a Trade Show Booth

Do's

• Smile!!! Be UP!!! Be enthusiastic!!
• Come well rested, prepared to sell.
• Be well groomed, hair, hands, personal hygiene, clothing
• Dress conservatively and in good business taste
• Watch your body language
• Use good posture
• Stand off to the side
• Carry workable pen at all times
• Refer to each visitor by name
• Know your products
• Know your display (logistics, fire alarms, etc.)
• Know specifics (raffle, giveaways, etc.)
• Be on time for your shift
• Have a firm and friendly handshake
• Keep gestures controlled but natural
• Keep booth neat
• Keep cabinet and closet doors closed
• Be prepared to exchange business cards
• Utilize team selling
• Evaluate the performance of other staff members
• Solicit suggestions re your performance
• See the show
• Gather information
• Pick up a registration list
• Give feedback
• Greet those passers-by with good eye contact and voice invitations to visit
• Acknowledge prospect even if engaged
• Limit presentation to 6-7 minutes; develop interaction
• Ask open-ended questions
• Weave qualifying questions into conversation: buying authority, time frame; budget, etc.
• Ask follow-up questions
• Pay attention to visitor's answers

Don'ts

• Don't sit
• Don't smoke, eat, drink, or chew gum
• Don't stand behind or lean on tables or counters
• Don't cross arms or put hands in pockets
• Don't stand too close
• Don't place anything between you and the prospect
• Don't let eyes float upward
• Don't let the surrounding distractions catch your eye
• Don't indulge in idle conversation with cohorts
• Don't corner customers for personal talks
• Don't leave personal belongings in the booth
• Don't bluff if you do not know the answer
• Don't have pagers on while on booth duty
• Don't use phones in the booth
• Don't interrupt
• Don't give visitors ANY reason not to make contact with you
• Don't bad mouth the competition
• Don't use acronyms or company buzzwords
• Don't use specific names and applications without permission
• Don't divulge R&D efforts
• Don't talk about new products (if they are not ready for release)
• Don't weigh down attendees with printed materials
• Don't let a prospect leave without getting pertinent info
• Don't give more than two minutes of your time to unqualified visitors
• Don't play solitaire
• Don't leave the booth unattended

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Backwalls / Inlines

Our 10' backwall displays are our most versatile, affordable, and popular units. Featuring portability, flexibility, and stop-the-traffic graphics, they are just what the exhibit manager ordered. This most popular display offers great looks, portability, and cost-effective solutions for your exhibit needs and is the basic building block for a larger display.

Larger inline displays are among the most versatile exhibits because they may be divided for use as 10'/3m exhibits. A 20'/6m or 30'/9m Inline gives you remarkable presence at trade shows, while the smaller designs look great in lobbies, conference rooms, and in smaller booth sizes.

Whatever your requirements, Trade Show Navigators can provide the perfect solution.

Features:

• 10'x10,' 10'x20', 10'x30', etc.
• Pop-up systems with a Lifetime "No Questions Asked" Guarantee
• Panel systems
• Modular systems
• Custom
• Large choice of fabric and laminate colors
• Equipped for photomural or rollable graphics
• Lightweight, durable shipping cases
• No tools required for assembly
• Buy, rent, or lease

Custom Exhibits

TSN offers design and fabrication of custom exhibits, and the possibilities are limitless. Our innovative designers and skilled craftsmen can create a functional exhibit which will set you apart from your competition and leave a lasting impression on your audience.

Custom Interiors

Let TSN create impressive interiors for new or existing showrooms, conference rooms, lobbies, restaurants, offices, and other spaces. Products include custom desks, lecterns, wall plaques, and furniture, plus well-thought-out graphics and signs for the finishing touch. Our interiors will leave a lasting impression on your visitors.

Custom Kiosks

Retail environments are similar to trade show exhibits. The design must be visually compelling while supporting your identity; the design must also be functional and efficient. We offer design, fabrication, and installation of state-of-the-art mall exhibits, kiosks and retail displays which help sell your products and your brand.

Our custom-designed kiosks will differentiate you from your competition, communicate your marketing message to your audience, and help sell your products and services in the competitive retail environment.

Custom Museum Exhibits

TSN can provide museum exhibits that educate and inspire visitors while communicating the museum's purpose and theme. Our experienced design and fabrication team will transform your visions and concepts into working exhibits. Great pride and attention to detail shows in our work, which is truly "museum quality."

Islands

Draw your customers into your selling environment with a stunning island exhibit. Nothing makes a bigger impact at an event than a creative island display that gives your company an impressive presence and plenty of room for demonstrations, computer stations, conference areas, and interactive product merchandising.

Whatever your requirements, Trade Show Navigators can provide the perfect solution.

Features:

• 20'x20' or larger
• Pop-up systems with a Lifetime "No Questions Asked" Guarantee
• Panel systems
• Modular systems
• Custom
• Large choice of fabric and laminate colors
• Equipped for photomural, backlit, and rollable graphics
• Durable shipping cases
• No tools required for assembly
• Buy, rent, or lease

Rentals

You name it, we have it! Everything from tabletops to customs exhibits. If our basic designs don't quite satisfy your requirements, just contact us. We'll develop a custom rental just for you.

Tabletops

Tabletop displays give you high impact at tabletop level without losing any of your corporate stature. Options are endless, with many sizes and types from which to choose.

Because they're compact, lightweight, and easy to set up and dismantle by just one person, tabletops are the ideal solution for local or regional trade shows, seminars, sales presentations, and multi-office situations where you have to be everywhere at once.

Target your message with custom-made graphic panels or detachable graphic signage. Add finesse with halogen lights or a backlit header. Then, complete the "look" with a customized table skirt with your company logo.

Towers

Compact, attention-getting graphic towers may be the solution when limited space is a concern.

Used

Affordable previously owned displays are readily available through TSN because of our liberal trade-in policy.

Remember:

If a company cannot afford to buy or create an appealing booth, it is better off simply attending the show. An amateurish, slipshod booth will not only draw a limited crowd but will also create a negative image.