Trade Show Booth Development

This article is part four of a multipart report on small business marketing.

It’s that time of year again. Many of us are making plans to attend the produce industry’s largest trade show and convention – the Produce Marketing Association (PMA) Fresh Summit. There’s a lot to consider when deciding to exhibit on the floor. While it’s late to think about exhibiting at the 2007 show, there are many opportunities between now and the 2008 PMA convention, so let’s begin to think down the road.

Booth Location

You’ve decided to have a booth on the floor. What’s next? Where do you start? First, remember that your booth will be a direct representation of your company, not only to current customers but, more importantly, to potential ones.

The hosting company will walk you through the process of preparing for the event, but the first decision you need to make is where to locate your booth. Try to choose a location that will capture attention from a high traffic lane. Corner booths are a great choice, since you have access to two lanes of traffic.

While there may be some good spaces available, an annual show like Fresh Summit is nearly sold out before the previous year’s show ends. Your booth space location is based on seniority at most shows, so in most cases you will be starting at the end of the line.

After you have agreed to a booth location, let the organization know you would like to be moved should a better location open up. This does happen. There are last-minute cancellations and sometimes they are prime positions.

As an exhibitor, you get more than just a booth space. While every organization offers different “perks” to exhibitors, check out what PMA is offering for its 2007 show at www.pma.com.

Decide on a Theme

You only have one chance at a show to make an impression – so be certain that impression is a good one. I have seen simple booth designs that are clean and inviting and large, carnival-like booths that are not.

Starting out, choose a small (10’ x 10’ or a 20’ x 10’) booth size. Get your sales and marketing people together for a meeting to come up with a theme. Are you introducing a new product or line? Do you have something new to show attendees? If so, play those up and make a statement.

You may not be an expert in booth design, but there are people who are. Google “Trade Show Booth Design Firms” and you will find hundreds of them. View several sites before making any calls. You can get some good design ideas from many of these sites while looking at the various kinds of signage they offer. These firms can help you whether you are creating a spectacular two-story booth or simply looking for banners and signs.

Use their expertise by explaining what it is you wish to convey to the attendees. You will have to give them solid direction, but working with their creative people you can get what you want. You should also be thinking about the physical aspects – how you are going to display your products now that you have your theme and have the design team working with you.

Make Your Booth Your Home

The design phase is time to think of your booth as you would your home, because during the trade show that’s what it will be to you and your staff. When you contract for a booth space, about all you get is the square footage on the floor itself. Raw space! Any size booth includes just the floor space and a drape across the back and maybe on the sides.

You need to think about how you will use the booth. Think about displaying your products and promotional material, locating tables and chairs and what kind of carpeting and electricity you will need. You might consider hiring a celebrity chef to bring attendees into your booth, and that could mean cook tops, plates and cutlery.

Next, decide how you want to greet customers, how to store everything from your products to your promotional material or display computers to show your Web site. Organization is the key, especially when the floor opens and your booth is buzzing with activities. Be sure your staff knows where promotional material and supplies are located so they don’t fumble around while talking with customers.

There is an art to displaying products. Some companies still just stack their cartons into a “fort” around the sides and back, making for an old-fashioned look. Others actually create inviting “rooms” using thick carpet, blown-up photographs, shelving and even living room furniture. Having a comfortable place to sit is very inviting to potential customers.

Sampling your produce items is another sure-fire method to keep customers around for a little longer. Offer a taste of what you sell. This gives you a chance to talk with visitors in a non-threatening manner.

By all means, take this opportunity to display your logo and company theme or product list. Some companies stick to the plain black and white sign with their firm name and city supplied by the host, which can be boring. It is up to you how you want attendees to perceive your firm.

Follow up

Having a booth at a trade show is expensive, so you want to get the most return from your dollars.

Follow up on every lead you generate from the show. Call, e-mail or write everyone within two weeks while their convention experiences are still fresh.

Exhibiting can be rewarding if you remember to dress up your booth to make it inviting, create a theme to help attendees remember you and follow up on all leads. EGA can help you navigate. Our expertise and experience in planning marketing projects around trade shows and conventions can be a lifesaver and ensure a successful show.

Marty Nicholson is a partner with Edith Garrett & Associates, a consulting firm that helps the produce industry with third-party food safety audit preparation, supplier certification, fresh-cut product development, market research, marketing and advertising strategies, Web site design and copywriting. For more information, call (828) 684-3686.