Mark S. A. Smith, an internationally acclaimed speaker and writer on business, has over 300 articles published, past president of Colorado Speakers Association, and Orvel Ray Wilson, CSP, an internationally acclaimed author and speaker on sales, marketing and management.

What Guerrilla's Can Achieve at a Trade Show

A small handful of exhibitors have it figured out. They only exhibit at shows that are right for them. They use psychology and creativity in place of big-budget exhibit fixtures. They design their graphics and displays to attract just the right prospects. They've learned the insider secrets for a smooth setup, saving money on freight and drayage, and avoiding problems with unions and fire marshals.

First strategy: stay focused on the real reason you're there --to get customers.

...Picking the right show takes time, energy and imagination and this may seem like a lot of work. Most companies do more research evaluating a $3000 copier than they do when planning to spend $30,000 to exhibit at a show. The wrong show can burn up a lot of resources and leave you tired and bitter. But once you've found the right one, the battle is won.

Create a Show Timeline--

Create a timeline with a schedule of checkpoints for the tasks, events and bills that must be paid before, during, and after the show. A successful exhibit is a combination of event planning, execution, and follow-up activities that peak at the show. You'll save money by taking advantage of preshow specials, you'll get the best rates on printing, you'll not have to pay overnight shipping charges, and you'll avoid rush charges.

52 Weeks Before

• Send a spy to make sure the people you want to sell to attend in numbers that make the investment worthwhile.
• Contact show management for the exhibitor kit.
• Review show suitability.
• Work up a preliminary budget, padded by 10-20 percent.
• Reserve exhibit space.
• Sign and return contracts.
• Reserve hotel suite space.
• Find out how your company can lead some of next year's educational sessions.

25 Weeks Before

• Check to see if you can get a better location because someone's dropped out of the show.
• Do this monthly until the show date.  
• Confirm your company's participation in the educational seminars.

16 Weeks Before

• Budget and planning meeting.
• Bring together the departments involved to set show goals, assigned responsibilities and accountability, and finalize budget.
• Develop message and them, integrated with other marketing plans.
• Create preshow promotion plan.
• Select sales, technical, and support staff.
• Review the exhibitor kit to understand show deadlines.
• Book hotel rooms for the staff.
• Confirm hotel suite.

14 Weeks Before

• Plan exhibit layout and design.
• Develop graphics design requirements.
• Develop a media kit and promotion strategy. 
• Plan staff training session.

12 Weeks before

• Get company details to show management for show directory.
• If an outside contractor is used, schedule labor for exhibit installation and dismantling labor. Alert show management. 
• Send preshow media releases.
• Update advertising and newsletter to include show details.

10 Weeks Before

• Order premiums now to avoid rush charges and express freight charges.

8 Weeks Before

• Confirm staff participation and scheduling.
• If hiring temporary help, confirm arrangements.
• Confirm graphics design is on schedule.
• Check travel, liability, theft, and catastrophe insurance coverage.

 6 Weeks before

• Plan travel itineraries and book airline tickets for the staff with the most predictable travel schedule. You'll get the best deals now, since most companies will book 3 to 4 weeks out, and the cheap seats will be gone.
• Make ground transportation arrangements.
• Order on-site show services.
• Create back-up show services vendor list.
• Request visitor information package from convention and visitors bureau for inclusion in your "survival manual."

4 Weeks Before

• Develop demonstrations.
• Create lead form and database template.
• Create follow-up package.
• Write and test follow-up letters.
• Write follow-up telemarketing script.
• Complete exhibit construction. 
• Complete educational seminar handout materials and graphics.
• Check demo inventory, samples, and literature; are quantities adequate for follow-up?

3 Weeks Before

• Mail preshow promotions to arrive 10 to 14 days before the show.
• Schedule inbound and outbound freight.

2 Weeks Before

• Confirm on-site show services.
• Confirm travel arrangements for all staff.
• Create "survival manual." Assemble survival kit.
• Package and ship materials to show by traceable carrier.

1 Week Before

• Final all-hands staff meeting and training.
• Get enough rest. You'll need your energy for the show.
• Staff and stock hotel suite.
• Pick up badges. Train temporary help.
• Conduct daily staff meetings.
• Process leads daily.

Top 15 reasons why guerrillas exhibit at trade shows.

1. Sell what you offer to visitors.  2. Sell what you offer to other exhibitors. 3. Get leads for your sales force to follow up. 4. Network and troubleshoot with other professionals. 5. Establish industry positioning. 6. Meet with existing customers. 7. Visit with people who are otherwise hard to meet. 8. Introduce new products to the market. 9. Do market research. 10. Find new dealers, representatives, and distributors. 11. Find new employees. 12. Conduct business meetings. 13. Scope out the competition. 14. Get smart (from educational sessions.) 15. Get media exposure.

If you want to get the most of your show, pick one of two of these reasons and concentrate every bit of your effort on hitting the mark. 

One of the deadly sins is trying to do too much at the show. You'll spend so much money buying the floor space, preparing the exhibit, and flying the staff to the convention site that you'll want to get every red cent you can out of the show.  And you'll end up getting bits and pieces of business instead of concentrating on making the deals that will put your organization exactly where you want it to be.