As small business owners, preparing for a trade show can be a very scary and frustrating time. What do we take and how do we present it?

Research the trade show to get details on the type of visitors that the show attracts and the layout of the display area, as well as the table size and whether you’ll have wall space for a sign or other amenities.

Ideas to help you get started…

1. Dress the table with a tablecloth or a runner, to add depth and help your display stand out.
2. Include a presentation board to show how clients can benefit by using your services. Be creative and be sure your company name and logo are prominent. Customized products are available at Idlebrook.
3. If there is wall space, but your budget is minimal, use your desktop publishing software to create a template of your company name. Use the template, along with bristle board, cardboard, or foam core to make a sign for the wall.
4. Arrange your trade show display with larger items at the rear and shorter items in.
5. Develop a PowerPoint presentation to display on your table to attract visitors’ attention.

Have plenty of trade show giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And be sure to use display racks for flyers, specials, brochures, and such. Those items can be found at Idlebrook.

Fun food, prizes

Offer food as a different twist on a giveaway, and package it in a way that includes your company contact information.

Distribute gift certificates for some of your services as a trade show giveaway. Customers will see how valuable your services are and will come back for more.

Have a drawing for a prize that complements your business, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag. You can use this information later to make a follow-up contact.

Strut your stuff

Have a portfolio of your work available, and display it where visitors can flip through the pages.

Bring an assistant so you can take a break. If you’re alone, post a note to tell visitors how long you’ll be gone and when you’ll return.

Lasting impression

Most importantly, be friendly and inviting. Say “Hi” to those who turn and look toward you or your trade show booth. Strike up a conversation and be sure to have a short introductory speech ready.

And don’t forget to have fun!