| “There are no secrets of
success. It is the result of
preparation, hard work,
and learning from failure.” |
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Colin Powell |
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| The Vital File ... don't leave home without it! |
 The exhibitor's manual - all show rules and regulations and show management contacts
A duplicate set of your exhibit setup drawings and photos of your display
A copy of the original exhibition contract with booth space number, location, and charges
Phone numbers from your exhibition house, shipping line, I&D company and home phone numbers of colleagues left behind!
All travel paperwork - airlines, hotel confirmations, car rentals
EAC paperwork, early move-in permission letter, anything special that you have arranged with written confirmation
Proof of payment for everything you prepaid - from booth space to contracted labor
Advance service order forms - it's much easier to prove it now, then dispute it after the show
Bill of lading - with all merchandise that was consigned to shipping company
Inventory list with contents of each crate
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Pack A Camera Pack a digital camera, or at the very least a throwaway camera when you go to your next show. Chances are your exhibit house is in the same city your company is in - 2,000 miles from your show site. Photographic documentation of shipping damage, mis-sent equipment, or non-refurbished refurbishments can save you time and money. Your exhibit house can expedite insurance claims, credit vouchers or reimbursements using those same photos. If your problems were not met satisfactorily you can show your next exhibit house what not to do!
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| Renting an Exhibit - negotiate and read
the fine print! |
Renting an exhibition display can be quite easy or a melodrama in the making. Always shop and compare apples to apples, negotiate fairly, and know your full budget numbers to avoid the pitfalls of the "after-fight."
The Costs. Find out exactly what the rental fee that you have been quoted costs. Does the quote include shipping and/or installation and dismantlement? Drayage? Electrical services? Find out if this is an all-inclusive car+miles+gas contract.
Ala Carte. Many exhibit rental house have off the menu extras that are either hanging around their warehouse or might be something they would consider buying for your rental and re-rent down the road. Don't be afraid to ask!
Your Liability. Who is liable for repairs if the exhibit is damaged? If the exhibit is rented as "property only" chances are you are liable. If the exhibit house also handles the show management side of the rental - you should be in the clear.
Exhibit Sub-lease. Check with your exhibit house where you store your booth - they may have a program to rent your exhibit out during your off-season. This is a great way to compensate the costs of storage and maintenance of your exhibit properties.
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Our monthly newsletter normally sticks to one topic - an in depth look at one facet of successful exhibiting. However, with Labor Day just behind us - the show season begins and all of our good intentions to "be ready next year," hits like the proverbial ton of bricks. This is next year for many of us - and there is no time left. That said, this issue of Show Time is dedicated to getting ready overnight - and looking like you planned for a year. Next month - back to one subject.
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Before you Hit the Show Floor ...
add "Compromise" to your Vocabulary
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The people that work day-in and day-out in the tradeshow world are really not masochists - most of them love the excitement and thrill of making something out of nothing in 72 hours! You have to work at your tradeshow site for five to seven days and you literally feel as if you are being poured into your plane seat on the last day. Tradeshow people live in a tremendously taxing environment, first and foremost due to unpreventable deadlines, and sometimes due to non-performance of service companies. Exhibitors often feel extremely frustrated in their dealings with the tradeshow people.
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Some of these exasperating folks are exclusive for your show, and no matter how you feel about that, to make your life easier, you must always treat everyone with consideration, respect, and especially understanding (try to recognize what they are going through and their problems). We suggest using logic, and patience. You do not have to give up until you have a situation your company can live with, but end it there - there is no perfect. Keep in mind, that the General Service Contractor assigned to your show believes it is giving superior service. And compared to a decade ago - they really are doing just that. Changes in service cannot be accomplished in an argument on the show floor or at the service desk. Compromise now and take your issue to your show management after the show.
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Preparing Your Booth Staff ...
in ten minutes
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The last thing you want to do is to put off prepping your booth staff - but it does happen. There are blackouts, storms, the World Series, or just not enough time. Whatever … take ten minutes and key in on three topics and with a little co-operation everyone in your space will represent your company winningly. Tradeshows require concentration, great listening skills, and a friendly and knowledgeable staff - the urge to use the hard sell just does not work.
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Listen. Interaction with the prospect is the key. Over-pitching and not giving anyone else a moment to ask a question or make a comment is terrible. You have trapped the prospect and they will fight their way out. Slow down, listen - if you are doing more than 50% of the talking you are in trouble.
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Be honest. No one knows everything about anything - remember that. Do not allow yourself to get trapped into answering a product or service question with a lie. Tell the truth - so what if you do not have the answer on the tip of your tongue - and then offer to get the answer and reply within a certain time period. And don't lie about that either - if it is going to take three days, do not tell them you will have an answer tomorrow.
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Pay attention. Recognize whether a prospect is hesitant or interested, by observing his or her's body language. And, what kind of vibration does your body language send out - are you a back-to-the-aisle, cell-phone-talker, chatting-with-your-fellow-staffers kind of guy? That tells a prospect that you could care less about them.
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Last thought - it may be fall and football is in the air - but never tackle or blindside someone in the aisle to capture his or her attention. This technique is a prospect's worst nightmare and your booth will be avoided like the plague. Like we said the hard sell does not sell well on the tradeshow floor.
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Six Quick Tips to
Head-off Disasters
1. Pack your carpet and pad last. Last on the truck, first on the show floor. This will save setup time by cutting down on wait time.
2. Black shrink wrap is a diversion to thieves. If they cannot see what your pallet contains they will just keep moving.
3. Never rent an extension cord or power strip. One quick trip to K-mart, Walmart, or Home Depot - and pack them in your crate.
4. Watch for dark days on the I&D schedule. Holidays, including Super Bowl Sunday! can really change your travel schedule.
5. Carry all graphic digital files with you - at least you have a start if you need to replace a graphic.
6. Buy a Swiffer or a Grabber - link two or three together for last minute dusting of graphics opening morning.
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