Your company has decided to exhibit at your industry trade show...what are the next steps? 

Exhibiting at a trade show can be a powerful way to showcase your brand, products, or services, but it's important to follow certain rules to ensure everything runs smoothly. From booth design to setup and tear-down, adhering to the basics can make a significant difference in your success at the event. Below are the key rules to keep in mind when exhibiting at a trade show.

1. Understand Your Booth Space and Size

• Know Your Booth Dimensions: Each trade show has specific guidelines for booth sizes. Confirm the exact measurements of your space and design your booth accordingly.
• Use Space Efficiently: Even if you have a small space, ensure your booth is designed to capture attention. Consider the flow of traffic and how attendees will engage with your products or services.
• Check for Obstruction Rules: Some trade shows have restrictions on how high your booth can be built. Make sure your displays comply with these guidelines to avoid penalties or issues.

2. Design Your Booth to Stand Out

• Keep Branding Clear: Your booth should clearly communicate who you are. Use bold signage, your logo, and consistent branding elements to stand out from the crowd.
• Use Interactive Elements: If possible, incorporate technology, product demonstrations, or interactive displays to engage attendees.
• Limit Clutter: Too much information or too many products on display can overwhelm visitors. Keep it simple and clean while emphasizing your key offerings.

3. Stick to Setup and Teardown Times

• Arrive Early for Setup: Most trade shows have a designated setup time, often 1-2 days before the event starts. Ensure your team is ready to assemble the booth within the allotted time frame.
• Don’t Overstay on Tear-Down: Similarly, respect tear-down times. Disassembling after the event should be done promptly, as lingering can disrupt other exhibitors and the venue’s schedule.
• Allocate Time for Testing: Setup isn’t just about putting up walls and displays. Allow time to test any electronics, like monitors or projectors, so that everything functions properly on the first day of the show.

4. Follow Event Guidelines and Regulations

• Adhere to Event Rules: Each trade show will have its own set of regulations that you must follow. These might include rules about booth construction, lighting, noise levels, and giveaways.
• Comply with Electrical & Safety Codes: If your booth requires electricity, make sure you're in line with the event's electrical codes. This might include using specific cords, power strips, or other safety-related materials.
• Keep Aisles Clear: Booth displays and products should never block the aisles, fire exits, or any other critical areas. This is not only a safety concern but could result in fines or removal from the event.

5. Maintain Professionalism During the Event

• Have Staff Available at All Times: Be sure you have enough staff to manage the booth during all event hours. Attendees will expect to interact with knowledgeable representatives, and an unattended booth reflects poorly on your brand.
• Dress Appropriately: Your team should be dressed professionally and in line with your brand’s image. Comfortable shoes are also important, as you’ll be on your feet a lot.
• Engage Actively: Don't just wait for attendees to approach your booth. Be proactive, engage people, and give them a reason to stop by. Use attention-grabbing visuals and friendly staff to draw them in.

6. Don’t Forget Logistics

• Pack Smart: Bring all the necessary materials with you, including business cards, promotional materials, giveaways, and any equipment needed to operate your booth. Double-check everything well in advance.
• Plan for Storage: Be mindful of where you’ll store extra materials. Some trade shows provide backroom storage; others don’t. Ensure you have a designated space for your stock and that it doesn't crowd your booth.
• Have Shipping in Mind: If your booth or products need to be shipped, make sure your logistics are squared away. Label everything clearly, and be prepared to track your shipments.

7. Be Ready for Post-Event Follow-Up

• Collect Leads Efficiently: Use a lead capture system to track attendees who show interest in your products or services. This can be done via a simple sign-up sheet or a more sophisticated digital system.
• Send Follow-Up Emails Quickly: After the event, send personalized follow-up emails or messages to the leads you collected. Reconnect with potential clients and remind them of your offerings.
• Evaluate Success: After the event, review what worked and what didn’t. This will help you improve your trade show strategy for future events.

8. Don’t Forget to Have Fun!

• Make the Experience Enjoyable: Trade shows can be intense, but they’re also a great opportunity to network and connect with like-minded people in your industry. Stay positive, and encourage your team to do the same.

Conclusion

Exhibiting at a trade show requires more than just showing up. From adhering to event regulations to ensuring a smooth setup and teardown, the preparation and execution matter. By understanding and following these basic rules, you’ll set your booth up for success and make the most of the event.