Familiarize yourself with the show, audience ahead of time

Exhibiting at trade shows involves more than sitting at a booth. Successful exhibitors plan ahead, and so should you.

"Study the show and audience in advance," said Michael Bandy, president of the Trade Show Exhibitors Association. The sponsor usually can provide a list of registrants (sometimes for a price) and an audit of the previous year's show. For the inside scoop, talk to past attendees and exhibitors and read industry publications' coverage of past shows.

Next, select a location. Review the exhibition-floor layout to identify traffic patterns, counseled Joseph Ugalde, head of educational marketing, International Association of Business Communicators. He's involved in IABC's trade shows and a frequent exhibitor at others.

"Look at the entrance. Visualize the way people enter a place," he said. (They often go to the right, he notes.) Near the entrance or on a main corridor is ideal, but if you can't land a spot there, try for one near a concession stand; food is a great draw.

You can still generate traffic without a prime location. If the exhibit manager is going to make announcements, hold a drawing and ask him or her to do it near your booth.

"I've seen exhibit managers pull up a popcorn cart and stick it where there's not much traffic," Mr. Ugalde said. The traffic increases dramatically. But you have to ask.

And visibility matters. Attendees need to be able to read the company name clearly, Mr. Ugalde said. It's also important to identify what your company does -- just a few bullet points will do the trick. (You'll need adequate lighting -- but usually, the exhibit hall is bright enough without additional lights, Mr. Ugalde said.)

Many exhibitors use freebies to generate interest in their booths. It draws people, but often only those interested in the gift, Mr. Ugalde said.

"Candy will pull people over, but they may linger only long enough to say `thanks.'" Ideally, offer something people will use -- or play with -- in the exhibit hall. "It creates a buzz."

But make it relevant, Mr. Bandy, of the Trade Show Exhibitors Association, said.

"The trinket should be tied into your message."

Once you attract prospects, you want to turn them into customers. Mr. Ugalde takes a low-key approach, chatting about the prospect's hometown or company.

"Engage them in a conversation -- make some sort of human contact," he said.

Before the person leaves, exchange business cards and make a few notes on the back so you'll have something to refer to during a follow-up.

He suggested preparing a short description of your product or service. "If you can't describe what it is you do in one or two sentences, you must not be too clear on it yourself," he said.

Exhibitors can sometimes be too aggressive or long-winded, he warned. "They'll launch into a 10-minute spiel to someone just there for candy."

Mr. Bandy agreed: Don't just make a pitch. "Listen to what they want. If it's not something you offer, tell them."

It helps to have a colleague there who can answer questions you can't. But if you don't have an answer, Mr. Bandy said, "tell them you'll get back to them. Then do."

And don't ignore other exhibitors; they can be a good resource. They often want to do business, form partnerships or network, Mr. Ugalde said. Even if you don't end up making a deal, you might make a friend.

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