Trade shows can put a boost in your exposure and sales. To make sure that your experience is a bull’s eye instead of a flat tire, take a look at these 7 tips:

1. Do Your Home Work. Prepare, prepare, prepare. Having a successful tradeshow exhibit takes skill, planning and purpose. Do a little pre-show research. Ask the organizers for a list of past exhibitors. Call a few to find out if they had success at the show. Ask them what they want to see improved. Take a trade show training class or hire a trade show coach.


2. Just One Hook. While the temptation is to do everything: sell, promote, increase exposure, and meet and greet. The best strategy is to pick one thing and do that thing really, really well. You may want to build your mailing list or introduce a new product. If your goal is to introduce a new product, devote your whole booth to that product. Place your new Skin So Lovely Lotion on a beautiful pedestal surrounded by rose petals. Invite attendees to an experience. Give a hand massage using your lovely scented product. Hold a raffle giving away a free bottle of your dreamy creation. Offer a show only discount. If you do this please make sure the item can’t be found any place else for less. An exhibitor sold a “trade show only” package to a customer. The customer found the same item listed on the company’s website for much less than the trades show special. The exhibitor lost a customer and a bit of credibility.

3. Pre-Show Invite. Two weeks before the show, send out an enticing invitation asking attendees to visit your booth. Remember your goal is to introduce your new product. Your invite might read: “Be the First to Try Our New Skin So Lovely Lotion.”

4. Support the Main Act. Let your marketing efforts support the main goal. Ask attendees to sign-up for your mailing list to get special offers for your new Skin So Lovely Lotion and Other products. Invite guests to your website to read more or order your new lotion. Give out small postcards that talk about your new lotion on one side and the other products that you offer on the other side.

5. Write a 10 Great Uses for This Product Tip Booklet. Booklets are inexpensive to produce. Use 81/2 x11 sheet of paper folded in half with a heavier cardstock for the cover. Give them away to those who purchase as a value added bonus.

6. Three is Enough. Make a plan to meet with at least three potential buyers the following week. This is your chance to build your relationship base, and nurture the connections that can help move your product forward.

7. Give a warm greeting. A smile is an invitation to connect. Greet those passing by with a warm and friendly smile. Be enthusiastic about your product. Give group demonstrations and gather a crowd. Everyone always wants to know what’s happening or what they are missing.

A Trade show is a wonderful way to meet customers and other industry professionals. If you prepare, plan and focus on one main product or service, I’m sure you’ll have success that keeps them coming back! Good luck.