| Having a trade show display with the WOW factor | | | | and feel. |
| can make a huge difference to the profitability of | | | | Getting advice from professionals can make all the |
| your trade show expo, especially if you're new to | | | | difference for cutting down the time lost through |
| the circuit and want to make a big splash. | | | | learning tough lessons on your own. Having a stand |
| It takes preparation and research to achieve this. | | | | builder to design the trade show display from a |
| You need to clearly outline the image you want for | | | | carefully considered design specification for a custom |
| your business, how it is to be communicated, what | | | | built stand can instantly create the impact of an |
| impact you want for your customers and industry | | | | established business. |
| colleagues. | | | | To achieve all this you do need to be well capitalised |
| Starting from a well planned out and designed | | | | and funded as it does take 18 months- 2 years |
| position you'll look like an established business. With a | | | | before you start getting a positive cashflow. So |
| carefully and professionally design trade show display | | | | careful financial planning is mandatory for success |
| booth you'll be also able to scoop the show's display | | | | because many very good businesses are lost and fail |
| awards and be able to use this for your marketing | | | | each year because of a lack of cashflow and being |
| campaigns too. | | | | under capitalised. So be sensible with your financial |
| So when you're starting out you need to carefully | | | | planning. |
| select the business name so it fits with the marketing | | | | The value of putting a lot of effort into your trade |
| strategy and works for you in all aspects of the | | | | show display stand is more people stop to look, |
| campaign. The business name also needs to be able | | | | increasing the visibility and orders placed, to promote |
| to work online for you and be available so your | | | | the brand through a consistent image and many |
| internet marketing strategy supports your overall | | | | trade show businesses reward winning exhibitors with |
| marketing strategy. | | | | a big discount on their next trade show booth rental. |
| Usually there's about a 12 - 18 month planning phase | | | | A well designed portable trade show booth needs to |
| before the big trade show launch so product, design, | | | | be designed so it can fit in different configurations |
| branding and marketing is in place to allow a | | | | and layouts. This lets you have more choice and |
| comprehensive and complete image at the expo. | | | | flexibility for stand location within an expo hall. This is |
| Another key point to work on is the trade show | | | | vital for the design of the booth so you can get as |
| promotions - the take away post cards, business | | | | much use out of it as possible so it pays for itself |
| cards, catalogues and bags. Make sure there's space | | | | quickly. |
| to write notes on all cards, flyers and brochures for | | | | This method of trade show marketing can be done |
| customers as many do a walking lap on their first | | | | for well financed new businesses or to reinvent and |
| day, gather ideas and take notes about ideas on | | | | reinvigorate an established business that needs a |
| promotional material. If the card stock is glossy or | | | | breath of fresh air to prosper. |
| black then it is next to impossible for your potential | | | | The key to success is careful, creative and intelligent |
| customers to write their notes and this frustrates | | | | planning for marketing and financials. Do your |
| them - something you don't need to do. | | | | research and understand your business. Make sure |
| The website needs to carry through the same | | | | you have the financial buffers for lessons learned the |
| branding image and message as the trade show | | | | hard way and take advice from professionals you |
| display booth and promotional materials with the look | | | | know what their motivations are. |