Taking Your Product to a Trade Show

For instance, we bought white wooden shuttered closet doors for $79 at The Home Depot to use at our first show and placed them directly behind us in our booth space. I was able to display my packaged products by hanging them from S-hooks on the doors, similar to how they'd be sold in stores. I then spent the majority of our budget on high-resolution graphics of our products, which I also hung around the booth. The result was a professional-looking booth in a homey setting at a relatively low cost.

The location of your booth can also be critical to your success. When registering to exhibit, get a map of the show layout to choose your preferred locations. Here are a few things to remember when scouting your site:

• Locations near the main entry are typically highly desired.

• People tend to veer right after entering rooms.

• A corner location can benefit from traffic coming from multiple directions.

• You can request placement near specific vendors at some shows. Avoid being placed near a huge booth that will dwarf yours, near direct competitors or at dead-end points in the traffic pattern.

Working the Show

A few weeks before a trade show, you can start creating some pre-show buzz. Send a letter or postcard to key prospective customers to let them know you'll be at the show. Include your booth number and information on what you'll be exhibiting. Also, consider including a promotional element to entice them to come visit your booth -- a drawing for a prize or a small giveaway to all visitors.

Once you're at the trade show, make the most of your time. Engage with potential buyers as they pass by. Appear friendly and interested and offer a quick product demonstration. Develop some show specials, such as free shipping or discounts for orders placed at the show. Remember that at your first show, your goal is to establish new relationships and open new accounts -- not make a killing on profit. Don't sacrifice a potential long-term relationship for a few dollars.

Tools of the Trade

Remember to bring these key items to the show:

• Receipt book

• Order forms

• Stapler

• Organizer or folder for orders

• Product sell sheets

• Business cards

• Product samples

• A bowl of candy to entice people to stop

• A promotional giveaway -- usually a small, inexpensive item with your logo

• Supplies including packing tape, scissors, pens, a dolly and a small broom

Can't-Miss Tips

We've also learned a few additional lessons along the way about dos and don'ts for exhibiting at a trade show.

• Wear comfortable shoes. The high-heeled Jimmy Choos may look fantastic, but your expression of anguish at the end of the day will surely undermine your sales efforts.

• Bring someone along so your booth is never unattended. Take occasional breaks to walk around the show and regain your energy.

• Don't eat in your booth.

• Try not to chat too much with your booth neighbors, especially when they're speaking to potential buyers.

• Consider doing a prize drawing giveaway. Think of what's hot and what people would want to win and consider your audience. Giveaways to bring home to the kids are always popular.

• Look into travel deals negotiated by the trade show for hotels, car rentals and airlines. Then search on your own for potentially better deals through discount travel sites.

Keep It in Perspective

While trade shows can be a great way to make sales, be sure to set realistic expectations. A trade show should be one component of your overall sales plan. In other words, don't expect to make your entire investment back at your first show. In addition to potential sales, remember to value what else you can gain by exhibiting at a trade show -- new contacts, industry knowledge, feedback about your product, and product and brand awareness.