EXPO

SUCCESS GUIDE
 contents
03 INTRO
pre-show
05 YOUR IDENTITY. YOUR BRAND.
06 DOES LOCATION MAKE A DIFFERENCE AT TRADE SHOWS?
07 CREATING EFFECTIVE AND MEMORABLE TRADE SHOW BOOTHS
08 TARGETED PRE-SHOW MARKETING TO CREATE BETTER TRADE SHOW LEADS
08 AVOIDING ROOKIE MISTAKES
10 THE ULTIMATE LEAD GENERATOR
during the show
13 TRADE SHOW EXHIBIT DRESS CODE: DRESSING FOR SUCCESS
14 TRADE SHOW EMERGENCY KIT
15 WHY DID THAT ATTENDEE LEAVE MY BOOTH?
17 HOW TO STOP TRADE SHOW ZOMBIES AND BRING THEM BACK TO LIFE
after the show
19 WE MADE IT THROUGH! WHAT DO WE DO NOW?
20 CONTINUE PROMOTING WITH POST-SHOW VIDEO
22 AUDIT YOUR TRADE SHOW PROGRAM

02
 intro
Congratulations for your decision to read this
Expo Success Tips booklet!
Whether this is your first or tenth time participating
in an exhibition, there is always a room for
improvement.
Kiss Promotions has assisted many clients
to get successful results through promotional
merchandises. Equipped with the right
preparations, we believe that your exhibition
campaign will be a big hit!

03
 pre-show
The more effort is put into pre-event marketing,
the more potential clients will visit your company’s
exhibition booth, and the more successful your
follow up will be. Neglecting pre-show marketing
immediately impacts how successful your
tradeshow efforts will be.

04
YOUR IDENTITY.
YOUR BRAND.
Let’s take a few steps back before we do our exhibitions sprint!
Do yourself understand exactly what is your business all about?
I’m not talking about what
the product you sell, or what
service you offer, but more
about your identity. How would
you like your customers (the
expo visitors) to perceive you
as? Or in a fashionable way,
branding.
Taking another step back, what
is your core purpose? What is
it that you do that will make a
difference in this world?
Knowing your purpose will
define all your business
decisions to ensure maximum
growth and efficiency.
Everything will be clear once
you clarify your purpose and
your identity as decisions
will be made around it. You
will have more confidence
in promoting your skills and
services, as you know that you
will make a positive impact
to your customer’s life or
business.
Not only that, it will also build a
positive team environment and
harmony within the company
because everyone will have a
unified goal.
Take a classic example, Apple.
What comes out in your mind
when you hear the brand
Apple? iPhone. Pioneer.
Simple. User friendly. Classy
anelegant. Premium. Exclusive.
What about Samsung? Do the
same words / images come
out in your mind? Of course
not! Although the 2 companies
sell the same product (smart
phones and tablets), they have
different brand identity, and
that is one of the major reason
why they both have strong
presence.
So before you spend the big
bucks, ask yourself & your
team, what is your brand really
about?
If you need help in this field,
contact us and we can connect
you to our Brand Guru.
05
DOES LOCATION MAKE A
DIFFERENCE AT TRADE SHOW?
It actually does! Remember the 3 rules about buying a real estate, location,
location, location? It also applies to a trade show.

No matter how well setup your booth
is, you need to get noticed. Choose
carefully your booth location to
maximise your exposure.
A few things
to pay attention to
• Prime spots. Usually near the
entrance and exits, and the next few
aisles near entry point are great.
• Is there any cafe or stage? A
location close to these points are
good too.

and consider: • Where your competitor is.

Think carefully, being close or far
• The layout of the hall and the flow from your competitor’s booth may be
of the visitors. either good or bad for you.

06

• Your neighbour’s activity.
If you are experienced and know
what the other booths are doing
during the expo e.g. lucky draw,
attractive product demonstration
it can be beneficial to be their
neighbour as you can take
advantage of the traffic coming to
their booths.
If you are unhappy with your booth
now, don’t be afraid to talk to the
organizer to re-arrange. Give You may
get into the waiting list when a better
booth locations may open up and
most exhibitions managers are willing
to let you switch booths as it’s in their
best interests to keep you happy and
coming back.
If it’s too late to change around for this
coming event, don’t worry, there is
always a next opportunity.
CREATING
EFFECTIVE &
MEMORABLE
TRADE SHOW
BOOTHS
Now that you understand what
your brand is all about, make sure
your trade show booth says it all!
No matter what your brand is,
generally speaking simplicity is
better than complexity. Simple
doesn’t have to be a boring.
A well thought simple design can
still pass on a clear and concise
message to your audience about
your brand. Keeping it clean and
uncluttered will make it open and
inviting for your audience to stop
by and ask more about you.
Don’t overcrowd your booth
rather get your employees to do
the further work of explaining
what your brand is about. A
well presented booth staff with
knowledge about your products
or services and how you can help
your customers (your purpose)
is much better than putting too
much posters or materials on your
booth walls.
Talk and discuss the above
objectives with your exhibition
display supplier. Remember,
it’s not just about looking pretty.
07
TARGETED PRE-SHOW
MARKETING TO CREATE
BETTER TRADE SHOW LEADS
The secret to generating higher-quality leads is to offer
a highly relevant message to a highly targeted audience.
Sends our creative message to your
targeted audience with the purpose to
invite them to come the expo and visit
your booth. Pre-show marketing is not
the time to share about the company’s
history, your product features, or even
worse trying to sell something. You will
do all this at the expo.
AVOIDING ROOKIE MISTAKES
Below are some of common mistakes made by first timers.
1 Overdoing Your Display
Make your exhibit eye-catching but be
sure that it stays focused, clear, and
true to your brand identity.
2 Under-doing Your Display
This may be your first time and you
are still trialing out, however make
sure your display doesn’t look cheap
or outdated. Remember that this
is the first (and sometimes only)
impression that many clients will have
of your company, so make sure you
look professional all the time.
3 Winging Your Pitch
Make sure your sales team is prepared
to best present your company to
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You can also give incentives to your
target audience to visit your booth,
whether it be a “Expo Only Promo”,
freebies or mystery door prize worth
so and so $.
Remember that your audience, just like
every other people will ask this question
“What’s in it for me?”.
anyone and everyone. You may
even consider getting professional
assistance if it’s their first time as
pitching to the crowds at a convention
is an entirely different approach to
other means i.e. sales calls, meetings,
etc.
4 Missing the Opportunity to
Check Out the Other Exhibitors
While there should be at least 1
or 2 staff manning your booth, it’s
important for your team to have time
to walk around and check out the
rest of the exhibitors too. It’s the
perfect opportunity to check out your
competitors and to network with other
businesses.

Mediums that can be used to
send out the message:
Direct mail
Make it stand out from the typical mail
and be something that they will want to
open.
Email
Write it carefully to avoid it being blocked
by spam filters, and choose an intriguing
subject line so that your emails will be
opened and read. Tell the customers why
they should visit you. Attaching the link to
the expo’s website may also help to give
information how “hot” this event is.
Targeted mailing lists
Purchase an attendee’s list from the
show organiser for people who have
opted-in to receive show-related emails.
Pre-show marketing
is not the time to
share about the
company’s history,
your product
features, or even
worse trying to sell
something.
Advertising
Consider advertising in the show guide or
show website, if you have an advertising
budget.
Social Media
Get viral! Promote the show via
Facebook, Twitter, Instagram or
other platform. Can be organic message
from your page or profile,
or an instant boost from paid ads.
E-Newsletter
Make sure the event is listed on a
calendar of events and remind your
subscribers about the details of the
show, including your booth number.
Each of the methods will naturally
produce different results so be willing to
test each one, or a combination of each,
until you find the one that fits to your
audience and your industry to produce
your leads.
09
THE ULTIMATE LEAD GENERATOR
The number of leads you capture is a tangible and measurable result that
you can get from participating in an exhibition. Just giving out brochures
and catalogues without grabbing the lead information is more or less a
wasted efforty.

So, how do we generate and capture the leads?
We’ve mentioned before that visitors have
“what’s in it for me” mentality. If your products
or services are really what they need, they will
give out all their details (maybe even credit card)
without being asked.
However, most of the time we need to entice
them so they are willing to trade their details
or permission to be contacted, with something
else. In exchange of the leads details, these are
the things that can be done or given.
• Gift / show bag
Put a sample of your product in the bag,
containing interesting and useful freebies
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(merchandises), so the visitors can have
a try. But if you sell some sort of heavy
machineries or professional services,
you need the aid of promotional
merchandises printed with your logo.
Steer away, from the boring items.
Put yourself in the visitors shoes, what
item would you like to get as a freebie,
in exchange of your contact details.
Contact us to get some exciting ideas!
• Free Coupon
Free vouchers or store credits can be given
away to all visitors. To activate the voucher,
instruct them to come to the booth and fill

out some details. If you can liaise with the
event organizer to have someone handing
out at the entrance door, that’s even better!
• Door Prize
This is a classic way to generate leads.
It doesn’t have to be expensive, but choose
the item as such that it’s appealing.
For example $300 fuel voucher sounds
more appealing than an unknown model
of smartphone that also values for $300.
• Mystery Box
This takes Door Prize to the next level!
Prepare a box with a set of combination
number and put 1 door prize ticket in the
event show bag (usually distributed at the
entrance). To check if you are the lucky
winner, you need to come the booth and
try the combination number.
• Food and Drink
Rent a barista coffee machine, and give
away free coffee. Yes! People come to your
booth to get a free coffee, but at the same
time you’ll have opportunity to chit chat
and grab their details.
“Almost 80% of all
trade show leads are
never followed up.”
This is probably the most disturbing
statistic that has been gathered from
trade shows. Do you want to go against
that statistic and not be part
of the majority? You have to plug the
hole so they don’t escape.
Gone are the days hand writing visitors
details in a piece of paper, or capturing
business cards in a fish bowl. Because
you know what happen next? Usually
they get lost,unprocessed, collect dust,
or even worse - end up in the bin!
Unless you are not busy at all, or there
is someone in your organization that is
paid to do tedious work, there is a better
way to capture your leads.
Most exhibitions now use QR codes and
each visitor registering will have a unique
QR code, that when scanned the details
are easily captured. Talk to your event
organizer for this function.
For a more extensive lead capturing,
you can design your own app, or even
a simple electronic form so you can add
your own filtering questionnaire.
If you take a step further, you can link
the forms directly to your CRM and
email marketing system.
Think about the questions and the
classifying system so that you can
group the leads between hot, warm or
cold (or A, B, C) This is a very valuable
information so you can prioritize who
to contact first after the show.
Attendees provide their information to
an exhibitor that they think can solve
their problem but then they never hear
back from the exhibitor due to the poor
system. It is such a shame that so many
exhibitors spend so much money on the
trade show, regularly, but then have no
plans to follow up. You can do better
than that!
11
 during
the show
The more effort is put into pre-event marketing,
the more potential clients will visit your company’s
exhibition booth, and the more successful your
follow up will be. Neglecting pre-show marketing
immediately impacts how successful your
tradeshow efforts will be.

12
TRADE SHOW EXHIBIT DRESS
CODE: DRESSING FOR SUCCESS
Your trade show exhibit will be the focal point which is a bad message no matter how
for any conference or event you are attending awesome your exhibit is.
but it won’t be the only thing representing your 5. Working the booths means shaking a lot of
business. You and the rest of your staff will also hands, so make sure your hands look their
be getting plenty of attention. By understanding best. Getting a manicure a couple of days
the dress code and dressing appropriately, before the show is a good idea, so that your
you’ll be portraying the best impression of your hands are well-groomed.
company to the attendees there.
6. Have a small sewing kit accessible (maybe
Although most venues don’t have a formal dress keep one in your emergency kit!) with a
code, they usually have fairly clear guidelines that needle, thread and a lint brush for quick
attendees and exhibitors are expected to follow. clean-ups or repairs.
In most cases, casual clothes are frowned on,
exceptions include sports themed events and 7. Prepare an after hour gear. After standing up
recreational events. For professional conferences, in work shoes and wearing suits all day, you
you should always dress as though it were an may want to change into something more
important day at the office. comfortable after the show.
You’ll be working long hours on your feet at Dress for success and to give the best
trade shows so dress accordingly. Here are a impression of your company!
few tips to dressing professionally but still being
comfortable:
1. Your shoes will make or break your comfort
when you’re on your feet for hours. Women
should avoid wearing high heels; flats are
recommended. Don’t wear new shoes or
you’ll have aching, blistering feet before the
end of the first day. Avoid wearing sandals
as they are too informal, and open toe shoes
/ sandals as it’s very common for people to
step on someone’s foot.
2. Cover up or scale down any body art or
piercings to avoid looking “inappropriate”.
In most cases, earrings are fine. Remember
that you are representing the company, not
expressing your personal tastes.
3. Wear jewellery in moderation. It’s better
to stick with pieces that are classic and
understated, rather than loud and intrusive
as there will already be plenty of noise and
distractions in the hall.
4. Polish your shoes! Scuffed or neglected
shoes say you aren’t interested in details,

13
 TRADE SHOW
EMERGENCY
KIT
Having an emergency trade show kit is
a great way to give you peace of mind
in case any unexpected mishaps occur
during your show.
Suggested items to keep in your kit are:
Office Supplies
Business cards, pens, pencils, markers,
highlighters, a variety of tape from duct
to sticky tape, scissors, staplers, hole
punch, super glue, paperclips, rubber
bands, bulldog clips, and notepads.
Tools
Power boards, flashlight, screwdrivers,
pliers, hammer, measuring tape, and
most importantly any tools that are
specific to your exhibit. WHY DID THAT
Misc Items
Breath mints, tissues, hand sanitiser, ATTENDEE
small sewing kit, ziplock bags, batteries,
mobile phone power bank, basic LEAVE MY
medicine, and a small first aid kit.
Cleaning Supplies
Paper towels, cleaning wipes.
BOOTH?
Exhibit Parts and Pieces
Light bulbs, screws, connectors. Avoid that awkward moment, when
If properly maintained and stocked, your staff is trying to approach a
these emergency kits can be reused for visitor, and in a split second they
every trade show you go to. If you have suddenly pivot and walked away.
a larger booth, it is recommended that
you have more than one kit available so
Personal hygiene is highly important
that everything is easily accessible.
while exhibiting as the majority of the
The earlier you plan your emergency interaction will be at close proximity.
kit, the less likely you are to forget an
item that you suddenly realize you need Pay attention to the following:
when you arrive at the show.

14
1. Your breath
Be careful about eating anything that
leaves strong scents on your breath,
as anyone who you talk to will be able
to smell it. Sometimes you don’t even
have to have anything ‘on’ your breath
to make people turn away; it might just
be bad breath. Talking will do that to
some people; the more you talk, the
worse your breath gets.
There are two quick and easy fixes to
this problem. Firstly, if you know you
will be talking with people, common
sense dictates to stay away from
eating anything that may be offensive
to anyone’s nose. And remember
to always check the mirror to avoid
any hanger-ons. Secondly, utilise
any under-counter or inconspicuous
storage for keeping mints. Something
small that you can keep in your mouth
discreetly until it dissolves is your best
bet. TicTacs and Eclipse will work.
Chewing gum won’t.
Even if you are diligent about brushing
your teeth after every meal, you might
be on the show floor for 2-4 hours
before your next, bad breath happens.
Be prepared for it.
2. Your smell
If you have body odour, wear
deodorant and have a spare clothing
to change as you get sweaty. It’s
normal for you to be extra cautious,
but don’t wear deodorant excessively
as it can get very offensive especially
when mixed with your BO.
Similarly with wearing cologne and
perfume. Everyone has a favourite
scent that they like to wear but be
carefull because they can also be
really offensive to stranger’s noses.
The last thing we want is your visitors
15
 to feel nausea, and walk away to your
competitor’s booth instead. Best is to
stay neutral, and not wear something
strong.
3. Your words
Sometimes it is what you say that
makes people run away. Don’t try to
be overly funny if you aren’t good at
jokes. It causes awkward situations.
People come to trade shows for
information and they want it fast and
factual. If you are naturally funny
then by all means use it, as long as it
doesn’t distract from the information
that they came for. The safest bet is
just to be prepared. Know your stuff,
be able to answer any questions and
point people in the right direction.
For most people, just the idea of standing
in a booth and trying to get people to
stop by and hoping that it becomes a
good, qualified lead is daunting enough.
We don’t need the additional burden of
bad dread, loud talks and uncomfortable
humour making it any more difficult.
Make the issues part of your booth staff
training and pre-show kick off meetings.
16
Here are some ideas to help you plan:
• Provide the mints. Keep some in your
emergency kit and replenish them
when they start to run low.
• Schedule breaks every 2 hours if
possible, to allow people to get a drink
of water and rest their tongues.
• Remind your staff that they will be in
close proximity to people you want as
future customers and to be mindful
about their hygiene and what they
choose for meals and snacks.
• Work on a script, or a number of
scripts, that booth staff can have
access to that will provide background
on how approach an attendee in the
aisle without offending them with a bad
joke. Ask the staff for ideas on how to
“hook” people in.
• Consider a no perfume/no cologne
requirement as part of your uniform.
We all have to deal with losing to our
competitors occasionally. Make sure it’s
a business decision and not something
that could have been avoided with a
good plan and a little common sense.
HOW TO STOP
TRADE SHOW ZOMBIES
& BRING THEM BACK TO LIFE
Zombies are great to watch on the screen but they probably aren’t high on
the list of people you want to run into. Unfortunately, they are regular and
committed attendees at trade shows.

Trade show zombies are those
slow-moving, nearly brain-
dead attendees stumbling
down the aisle. Their brains
are on overload from the visual
and sensory torrent caused
by wandering the trade show
floor for hours. They have lost
the mental ability to recognise
why they should stop at in your
booth and talk to you.
Here are 7 ways to revive the
zombies and get them to stop
at your booth:
your trade show exhibit, or a
great engaging question from
your trade show booth staffers.
4 Food & Drink
Happy trade show
attendees devolve into
‘zombies’ the further they
trudge down the trade show
aisles. It’s not hard to guess
why: they are hungry and
thirsty. Cure them with a light
snack and a cold or hot drink.
5 A Gift
Halt an otherwise passing
are looking for at the show
before they stash the giveaway
into their bag and stagger on.
6 A Place To Rest
Lift them from their burden
with a place to sit for a
while. Let them recover their
breath for a bit before launching
into a sales pitch, or else they
will still be too much for them to
willingly listen.
7 Friendly Enthusiasm
Your booth staff, if chosen
correctly for their positive

1 Bold colours
Bright colours attract
trade show zombie by
appealing even louder to their
attitude and kept fresh with
plentiful breaks, can be the
people’s eyes and will never-forgotten self-interest. best antidote for trade show
cause you to stand out in the Give them a gift that is colorful, zombies. Your staff’s genuine
crowd. Don’t be afraid to be useful, cool, and appropriate interest in helping attendees
bold in your exhibit graphics. to their particular needs and find the best solution to their
interests. Just be sure to get challenges can cure even the
2 Motion
People are hyper-sensitive them talking about what they most hardened ‘zombie heart’.
to motion. Use motion
to get their attention and
bring them to you. Motion can
come from a demonstration, a
presentation, a bold video or
even from your exhibit itself.

3 Targeted Words
Find the words that
will break through their
mindless wandering and
apathy. Those words may be
a strong benefit statement on
17
 after
the show
The more effort is put into pre-event marketing,
the more potential clients will visit your company’s
exhibition booth, and the more successful your
follow up will be. Neglecting pre-show marketing
immediately impacts how successful your
tradeshow efforts will be.

18
WE MADE IT THROUGH!
WHAT DO WE DO NOW?
The show is finished.
Here are the last few things that you need to do to wrap it up and to make
sure that you are completely prepared for future shows.
Tear Down
Avoid confusion on site by making sure your
staff are clear on all their responsibilities during
tear down. Anything left to chance will prolong
the dismantle time and the possibility that you
will forget something. Everyone should have a
job and know what it takes to complete it.
Packing
Make sure that everything you ship has a secure
packing solution. Proper packing solutions
ensure that everything is safe in transit and
reduces the need to worry about items getting
damaged.
Post-Show Shipping
Plan ahead and schedule a return pick up with
your carrier when you schedule the outbound.
You will already have the piece count and you
can make a best estimate on the weight. Make
sure you have the carrier name as well a picked
up time scheduled with the carrier.
Take note of the “Driver Check-In
Time”. Many carriers have to make
special picks up from trade show sites
and if your driver isn’t checked in on
time your freight will be forced on to
the show’s carrier. Sometimes the show’s carrier
rates are higher than the ones you have booked
in advance so make sure you make your freight
company aware of the driver check in time.
Multiple shipments. Handling multiple
shipments from a show site should be avoided
as much as possible as there’s a higher
likelihood for items to be mixed up. If you
do have multiple pickups, try to have a staff
member available to oversee this. Use proper
labels and make time to explain what needs to
happen. Make things as easy as possible for
this person and make sure they are told what
they need to do well ahead of time.
Replenish Your Show Emergency Kit
Replenish any items that were used during the
show to make sure that your kit is ready to go
for any future events. Try to do this as quickly as
possible after the show so you make sure you
have everything you need.
Create A Punch List for The Future
Get better and exhibit smarter at your next
show by reviewing your last show. Here are
some good questions to ask that will improve
your trade show success the next time around:
• Did the AV equipment work? Was the
monitor too big/small?
• Did the exhibit graphics convey the message
concisely and clearly?
• Was our booth easy to find? Should I
request different placement next year?
• Was the booth staff energetic and effective?
Who performed well and who do I need to
replace for the next show?
• How did our marketing for the show
perform?
• How many leads were generated and who is
following up on them?
• How did the suppliers perform (exhibit
supplier, freight carrier, etc)?
• Overall, what was done well and what needs
improvement?
Keep in mind that every company and show can
be different. Always strive to be informed. The
more information you have, the better decisions
you will be able to make when it comes to
exhibiting.
19
CONTINUE PROMOTING WITH
POST-SHOW VIDEO
Immortalise your trade show experience by keeping a video record of it.
You can utilize the video for post-show promotion/campaign by electronic
means, next show invitations and even training for future staffs.

Here are some helpful hints to create great
trade show marketing material:
1. Shoot photo and video
footage while on-site
Cover your booth as though you were
reporting a story on the news. You can
hire a professional or assign the task
to one of your staff. It is very easy to
get great footage, even if you aren’t a
professional camera operator. Doing
some simple research on the internet
will bring up lots of hints and tips to
use. Make sure that you start to plan
what shots you want to take before you
leave for the trade show so that you are
all ready to start shooting as soon as
you arrive.
Here are some suggest shots that can
be taken. Always make sure that your
company logo, branding and signage is
visible in every shot possible.

20
 • “Establishing shot” of the venue from
the outside
• The buzz, the crowds, the show
floor from above
• Customer testimonials or interviews
• Product demonstrations
• People interacting and conversing
inside your booth
• Beauty shots of your trade show
booth
2. Edit your video clips
You can easily edit your videos with
any movie programs that is available on
your computer or online. You can add
titles, incorporate photos or images and
seamlessly edit the footage to create a
great promotional or educational video.
Using an upbeat and catchy music
really at an oomph to the video.
3. Upload to the internet
Once your video is ready, you can
upload it on to your favourite social
media sites and your own website.
4. Share, promote, extend,
leverage
Share the video as much as you can
possibly can, using the different medias
that you have already. You can write
a blog with the video link. You can
post status updates on LinkedIn and
Facebook with the video link. You can
send an email or newsletter to your
database sharing the video link.
You can ask your sales team to
share the link with a prospects and
customers.
Your goal is to keep your audience
engaged. By creating a fast-moving,
interesting content, you can extend your
event, post after post after post.
21
AUDIT YOUR TRADE SHOW
PROGRAM
Doing a review or audit of your trade show program is one of
the best ways to evaluate what you have been doing and
seeing what can be improved.

Many exhibitors go through the same
process of running their trade shows
without any financial or logistical analysis
of their program.
The process of planning, budgeting and
implementing a busy show schedule can
allow for inefficiencies to “hide” within
your program.
Here are some common areas that,
after an audit, can prove to save money
or at least increase effectiveness and
efficiency.
MAP IT
If you travel all over the country doing
trade shows, the costs for shipping your
equipment can easily add up.

22
One way to cut on shipping costs
may be to “hop” your exhibit from
show to show. Your exhibit house can
help you with this. Some freight carriers
may be able to pick up your equipment
from one show, hold it if needed, and
deliver to your next show.
They may not even charge any additional
fees, other than the delivery fee.
This can save return freight costs as
well as administrative costs from your
exhibit house.
DO YOU REALLY NEED IT?
Before you ship any equipment, ask
yourself if you really need it. Shipping
individual pieces directly to the show
can cost more. Many decorators
may charge special handling fees for
individual items. If they can be packaged
and sent with your exhibit you may
save a few dollars.
MEASURE THEN MANAGE
YOUR STAFFERS
PERFORMANCE
Your approach should always be
fresh and allow for the best face to
face interaction in the booth space.
Exhibit managers should have regularly
scheduled meetings with staff to
ensure they’re up to speed and know
how to effectively staff a trade show
booth. Attendees will come away
from your exhibit remembering a poor
interaction more than the exhibit itself
so it’s a great idea to help your staff
be at their best.
IF YOU DON’T MEASURE IT,
YOU CAN’T MANAGE IT
Measure the effectiveness of the shows
that you attend. It’s not just about
cost per lead, but consider the long-
term costs associated with the overall
effectiveness of the fact that you’re
present at the show. Measure the
results and make decisions to attend
based on both the financial as well as
the indirect benefit that may come
from exposure in certain markets.
A careful analysis of of actual costs
versus “planned” or budgeted costs
will help identify inefficiencies.
If you can’t measure the results, you
can’t manage for future success and
possible savings.
GET EXPERT HELP
Your exhibit house should understand
your program entirely and know how
you want it executed. Take advantage
of any knowledge that you can gain
from and lean on them for guidance.
They are the experts.
23
 Unit 2, 8B Railway Ave, Oakleigh, VIC 3166
Telephone: 1300 922 184 Faximile: 1300 922 534
Email: info@kisspromotions.com.au