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The following tips, secrets, and
common sense suggestions were provided by trade show
industry veterans who have been to war and conquered
the beast. And for some warped reason they come back
for more year after year. Knowing the following won't
help you live through a lifetime of shows; that takes
a warped mind and a strong liver.
- A box of fresh doughnuts
goes a long way with show management and suppliers.
- RELATIONSHIPS - It has saved us more
money than anything. Know Show Management, the show
anchors, trade press, and key suppliers.
- Set realistic goals and objectives, based
on show hours, staff and attendee numbers.
- Never assume that everyone attending
an exhibition is interested in your product.
- Take your own vacuum cleaner to all shows
over 10 x 20.
- Rent TVs or VCRs through a local rent-a-center
and they deliver and pick up.
- Use ACT software, a CardScan unit, and
a laptop for a low-cost lead/survey system.
- Be organized from day one in the show
planning process.
- Order rentals and services
before the discount deadline.
- Pack the items you need first so they
are accessible in crate #1
- Work with your labor. It sets the tone
that you are efficient and expect them to be.
- Know the best way to assemble the booth
and share with your crew before they start.
- Turn in your own bill of lading, it saves
I & D time.
- Preprint your
shipping labels and bring to the show.
- Prepare the outbound
bill of lading before the end of the show.
- Pay your bill
on the second show day - in the morning. If there
is a problem everyone
is in a better mood and there is time to solve it.
- Ask for the same
crew for dismantle; they will know you and your
booth.
Treat your labor with respect.
- Call your vendors
as early as possible to inform them of an upcoming
show.
- On the first day
of setup, arrive 15-30 minutes before your labor
call.
- Check your electrical/phone/fax/internet
lines, Inspect and verify freight, and organize
- Follow up, Follow
up, Follow up, Follow up, Follow up, and FOLLOW
UP
- Be sure to get
pictures of every booth - great for promotion
and reference for future events
and annual review time!
- Manage your budget;
don't let it manage you: Create a budget before
the planning process
begins. As purchases are made, enter them in a table
showing detail, amount, and date paid.
- Review all invoices, verify amounts and
note "final payment"
- Spray paint the
corners of your crates with a bright color for
easy ID. This can also be used to identify how
the door or lid goes back on your crate.
- Pack a sewing
kit, "shout" stain wipes, breath mints,
aspirin, antacids, etc. with booth.
- Keep a file on
each event. Touches, leads, number of attendees,
what worked, what didn't, contact phone numbers,
pictures, cost, demos, etc.
- When shipping,
securely place and brace your product inside crates.
- Accurate shipping paperwork
equals piece count and description of the items
being shipped.
- Create bright,
legible, and accurate shipping labels.
- Only use the services
of a reputable carrier experienced in trade shows.
- Use your leftover
product or giveaways for goodwill with labor,
electricians, guards, etc.
- Don't try to get
around Union or Show regulations as this can cost
you more.
- Ship small last-minute
packages to your hotel instead of to the show
to save money.
- Carefully review
all International Shipments involving gift or
promotional items:
-Some items create large customs delays due to country
of origin
-Food items are a BIG no-no. (Mints, hard candy,
etc.)
-If you require food items - purchase them in the
country of the exhibit.
-Some ceramic items (Coffee mugs, etc) create customs
problems overseas.
-Call Customs Broker regarding the items you wish
to ship for possible concerns.
- Exhibit Managers
should tack on extra days for themselves - R&R
after the show.
- Review the manual
BEFORE you call show management with a question.
- Complete surveys from show management; it's the
best way to effect
change.
- Don't wait until
the last minute then expect the same service
and price as those that
planned ahead.
- It helps to be
friendly with show management and the general
services contractors. You get more
bees with honey...
- When someone
ships a last-minute package to your exhibit, remember
to:
- address the package as instructed in the service
manual.
- be sure they ship to arrive during show setup
or show days
- get the tracking number; they won't be working
nights and weekends like you!
- know your company's account number in case you
have to ship something overnight.
- There is no such thing
as secure storage in your booth. There are only
a few cabinet keys used for
cabinets and door locks in the trade show industry.
Bob Thomas, CME is Founder and President
of Exhibit and Event Management, an exhibit management
and consulting company based in Columbus Ohio . He
is also Past Chairman of the Board of Directors for
the Trade Show Exhibitors Association and has been
managing trade show and marketing exhibits for more
than 15 years. www.exhibitmanagement.com
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