Do Your EXPO Homework

by Richard Avdoian

Expos and trade shows provide business owners, corporations and associations one of the best venues to spread and instill brand recognition, launch a new business, introduce a new product or services, develop professional relationship and gather positive leads from your target audience(s). The primary objective is not only to gain attention but to create desire, establish a relationship and get pertinent information in their hands and hopefully take action.

Trade shows can be expensive, considering travel expenses, hotel accommodations, booth cost, meals, registration fees, and employee salaries. To get the best ROI for your business, do your homework before you commit to an EXPO or trade show by reviewing this checklist:

Determine:

• What portion of your company’s budget will you allocate and why?
• Your company’s yearly EXPO/trade show goals, then review and revise yearly.
• Who are your best potential customers and which shows typically target these individuals?

Be selective:

• Will this show attract your target customers?
• What portion of the budget will be used for this specific show and is it worth it?
• Will it draw an audience sizeable enough to justify the investment (salaries, time, supplies etc) in exhibiting?
• Will your key competitors be exhibiting?
• Will it offer additional opportunities that will raise your visibility i.e. sponsorships, speaking venues, demonstrations?
Invest the time to research the EXPO/trade show’s history and develop a plan of action.

1. Booth cost

• Additional expenses (electricity, floor covering, internet connections etc.)
• Primary targeted audiences
• Typical attendance, number of vendors, etc.
• EXPO/Trade Show Hours
• Set-up and break-down time
• Is there specific time for decision makers

2. Have a specific agenda and plan of action

• Will participating generate a return on my investment?
• What are our measurable goals?
• Sales
• Positioning
• Assess this new market/event

3. Have a creative, attractive and interactive display

• Invest in a professionally designed and constructed booth
• Invest the money to incorporate the trade show theme into your display
• Routinely update photos & content
• Replace or repair damaged or worn out portions of the display

4. Freebies, products, snacks?

• Decide whether to give out freebies, products, snacks or nothing at all
• Determine what promotional materials is suitable for the attendees

5. Select team members who are:

• Prepared to represent the company
• Knowledgeable of products and services
• Able to identify ideal prospects
• Extroverts – effective in attracting prospects
• Invest in a professional training program for the team

6. Have a follow-up plan of action

• How will leads be gathered      
• Who will make follow-up contacts
• By what means will leads be contacted
• Create time-line

Taking the time to research, plan and create an enticing interactive booth staffed by trained employees will likely lead to a great ROI.

Secure a booth now and join other businesses and professionals at the St. Louis Business EXPO, Tuesday, April 12 at the St. Charles Convention Center. It is a great opportunity for businesses to showcase their products and services while positioning themselves as experts in their niche markets.

Richard Avdoian is president/CEO of the Midwest Business Institute Inc., a business consulting and training firm.  For information about training and seminars, contact Richard at 618-972-8588 or Richard@RichardAvdoian.com.