Trade shows are an expensive endeavor with a seemingly unlimited number of choices. That’s why the venue decision requires consideration and a little research. If you’re up for a little digging, follow these five “R”s of trade show success.
Right Show
While it may seem that many trade shows cater to the same audience, a closer examination proves otherwise. For example, Magic, one of the largest apparel trade shows, is actually made up of smaller shows within the greater show, each attracting different stores. In total, its offerings are men’s, women’s, and children’s apparel, footwear, accessories, and manufacturing. In contrast, DG Expo, a much smaller show, specializes in North American and European textiles. Meanwhile, Outdoor Retailer caters to the outdoor sports industry. Understand your customer and let them lead to your best-bet trade show.
You also want to think about what buyers the show attracts. Most trade show websites post a list of attendees from the most recent show; check out that list. Are any of your retail stores attending that show? Or, even better, are stores that you’d like to add to your prospect list attending? Perhaps you should exhibit there.
Also ask yourself: is it a regional, national or international show? Obviously, a smaller, regional show will have lower buyer attendance, whereas an international show may have hordes of buyers. But the latter isn’t always better. For smaller manufacturers, a regional trade show may better match their production capacity and distribution scope. International trade shows with greater exposure may stretch a smaller company beyond its capacity.
You may wonder, “Will other companies within my price point be exhibiting?” There are mixed feelings about this question. Some companies would prefer not be situated next to a competitor. Others may view this as an opportunity for buyers to compare product offerings. Think: what is your competitive advantage?
Right Show Size
First, you may be able to find out how many booths make up the show on the show’s website. If not, contact the venue. Phone calls are typically better than email (quicker response). However, while reading this article, write down your questions as you go. This will prevent repeat phone calls.
Booths are also categorized in set sizes. Standard sizes start at 8-by-10 feet and go up. The most popular booth size for a small company is 10-by-10 feet. Larger companies opt for 10-by-20 feet or 20-by-20 feet.
Another thing to consider is that big trade shows cost big bucks. The bigger the trade show, the greater the expense, but also a greater likelihood of orders placed (or at least, gaining some “hot” prospects).
Right Booth Location
Grid patterns are easier for buyers to navigate than a meandering path, but not all shows are set up this way. Again, check the website. If not found, add it to your list of questions. When selecting the booth location, try for a corner space. You will double your visibility!
Right Image
Know exactly what image best represents the company. You may already have a logo, color scheme, theme – great! If not, figure this out ASAP. Brand identity is what makes the merchandise memorable. The more memorable the brand, the more likely it’ll stick in the buyer’s mind.
If you’re new to trade shows, depicting the company image is an important consideration. As a creative, you may already have ideas. If not, seek help! Buyers respond to booth décor first. If the decor catches attention, you’re well on your way to an order. For help, consult with a booth design company. Get a décor that is mobile and usable across several shows.
Basic booth space, or “raw space,” contains signage, pipe-and-drape, one table, two chairs and a waste basket. From this, features can be added for additional cost. Booth packages include carpet, walls, extra furniture, shelving, overhead lighting and WiFi. Explore venue options, as they may be more affordable than hiring booth design companies.
Right Investment
How much will all of this cost? This question is another “biggie.” First, know what you can spend. This means you need a budget. According to Exhibitor magazine, your trade show budget should look something like this: 33% space, 18% booth design/graphics (cost per show), 18% travel and expenses, 12% show expenses (electricity, cleaning, drayage, installation and dismantle), 9% shipping, 8% promotion and 2% miscellaneous.
As you proceed on this trade show journey, be sure to track expenses. It will be helpful for next time.
If you decide to spring for trade show participation (which I strongly advise), remember the five “R”s to success.
Linda Tucker, EdD
Apparel Merchandising and Management
California State Polytechnic University, Pomona
213-324-5914
