Trade show success rule 1

Yesterday I wrote of exhibiting at an October trade show – which will be my first such experience in over twenty years. Over the next few weeks I will, from time to time, discuss the strategy and planning going into the show along with results from exhibiting our new line of music lamps.

It is not enough to pay the fees, show up, set up a booth, and hope for the best. A trade show is a marketing investment, and like all investments you need to set expectations on what returns are to be achieved. Does it not then make sense to be methodical in planning for the show? I have several rules for trade show success which I will implement.

The first rule is to set goals.

In setting goals it is helpful to know the size of event you will be attending and the  makeup of the attendees. In the case of the American Institute of Organbuilders convention in Columbus, I know that the show will be small – attracting about 150 people. I also know that most of the people will be either proprietors or practitioners of the art of organbuilding.

We will be exhibiting our new line of Ektralamp organ lights which have been on the market for just a few months and which have been enthusiastically accepted. Yet we have had minimal feedback from the early-adopting customers.

Given this data, here are my goals for the convention:

1. Obtain business cards and/or contact information from at least 80% of the participants to be used for follow-up after the show.

2. Speak with senior managers from the top five organ companies with the objective of convincing them to order samples of our lights.

3. Get orders for at least four lamps – to cover the cost of exhibiting.

4. Get honest feedback and critique of the lamps.

5. Create a buzz about our products.

With these goals in mind, we can move to success rule 2 – planning the exhibit.

Will Limkemann
Siqua Group Limited