The Benefits of Trade Shows
Trade shows are one of the most cost effective ways of promoting your company's products and services. According to The Center for Exhibition Industry Research (CEIR), the cost of contacting a prospect in the field is $308, which does not include the cost of identifying that prospect prior to the sales call! The cost per visitor contacted at a trade show is $212! (*See “CEIR Report SM17”, appendix A). Prospects you are not even aware of find you at a trade show! Trade shows bring buyers (attendees) and sellers (exhibitors) together under one roof. Each has a common goal: to establish or maintain profitable business relationships. Buyers meeting sellers face to face...no wonder trade shows are so popular!

Exhibits Are Crucial!
At trade shows, the attendee’s perception is the exhibitor's reality. This holds true no matter how large or small your company is, and no matter how limited or vast your products and services are. The attendee will leave with a perception of your company based on a) your exhibit, b) your booth staff and c) the literature and information you provide. Awell thought out trade show program can level the playing field for smaller companies. A$100,000 start-up company with an effective exhibit, skilled personnel and nice literature will look better to an attendee than a $100,000,000 company with a poor exhibit, an unprofessional booth staff and poor literature. Who will get the sale? On the other hand, a larger company willing to invest more in its trade shows can set itself apart from the competition with a larger and/or nicer exhibit. The choice is yours. Just remember, the image you portray at the show will be the attendee's perception of your company. Make it count!

The Importance of Planning
Planning is the key to achieving a high return on investment from your trade shows. ExpoDisplays put this Trade Show Manual together to help you make the most of your trade shows. Although it may not cover everything you need to succeed, it will be a good start. Congratulations on taking the first step to effective trade shows! We hope this manual helps you in your efforts and we wish you the best of luck at your shows.

Every year, companies across the globe invest thousands of hours and millions of dollars on trade show exhibits. The planning process spells migraine for many, while others avoid the subject entirely, finally making panicked decisions at the last minute. There is a way to streamline this process, cut the anxiety and come together on schedule and under budget to create a successful show.

Step one is to define your purpose at the show. For most, it is to sell products and services, educate clients, build lasting relationships and of course, see what the competition is doing. Determining which of these is most important can offer direction in structure, layout and graphics during the exhibit design process.

Step two is determining your budget. There are many factors to consider when planning your budget. Allowances for show services (booth space, install and dismantle, electrical, etc.), exhibit design and manufacturing, staffing and transportation, shipping and storage, and promotions need to all be considered when budgeting. Refer to the budget guideline in the appendix for a breakdown of considerations.

Step three is to plan. Plan your exhibit. Make your show arrangements. Make your travel arrangements. Plan your promotions. We will address these details further in the following pages.

Step four is to put your plan in motion.All the planning has to come together seamlessly. We will discuss how to do this. Step five is to analyze post show results. Did the show meet your expectations? Did you reach your goals? Post show evaluation tips will be outlined in this manual.