I have probably exhibited in 30+ tradeshows over the years, in fact just got back from one in NYC yesterday. I like what tradeshows can do for your business/product but they are stressful, tiring and sometimes demeaning.
Here are a few tips, some funny, some sad and some just true:
1. Conferences are like Herpes- This is a important metaphor to remember. If you decide you want to
make a splash in your industry and get the big booth at a conference just remember that you might never be able to get rid of it. In my first company we were one of the largest sponsors of the calling card expo, at a certain point we realized that it was a waste but if we stopped doing it people would worry if we were having financial problems. My suggestion start with a small booth, no one will care if you come next time or not.
2. Be Caffeinated- Shows suck the energy out of people like cryptonite, so your booth has to be a oasis of excitement. I NEVER allow anyone to sit in the booth or do work there. Stools are a no-no, unless you have them around a small table for meetings. If people get tired let them rest somewhere away from the booth. Also say hello to everyone, ask them what they do, they might ignore you like a homeless person begging for money but you have to be persistent.
3. Bad Breath and B.O.- This might sound like a joke but many times I walk up to a booth to talk to someone and they either stink of B.O. or their breath smells like something died. There is nothing that can turn away potential customers faster. The breath thing I think happens because you are talking for so long. So bring mints, lots of them and if someone has B.O that is working your booth you have to tactfully fix the issue.
4. Show Gypsies- Depending on the show you might have what I call “Show Gypsies.”
They are easy to spot, typically they are clearing every booths table of free crap. These people literally just go to shows to walk around and collect junk, though I have no idea why. 9 out of 10 times the company name on their badge will be some use of their name, like Siminoff Consulting. The crazy thing is that they sometimes try to talk to you about your stuff. If the floor is busy you have to quickly assess these people and get rid of them.
5. Give Aways (Chotchkies)- I have no idea who got the idea that if you give away a piece of shit with your brand stamped on it that you are somehow adding value to your
company in the process. Additionally they attract show gypsies (see 4) like chum for sharks. What I do is either make something of value like shirts (go with a expensive ones) and then keep them behind the booth. When a customer/prospect comes that really matters then you get to give him something from the “private stash”. The net money spent is less then giving a chotchkie to everyone and is much more meaningful. Also if there is something that you can give that somehow ties to your brand and would be great for kids do that, people love to take presents home for their kids.
6. Contact Management/Business Cards- For the first half of my trade show career I tried to collect the maximum number of cards, in fact I literally would measure trade
show success by my stack of cards. But that is a bad way to get ROI on your booth. I now try to be realistic about opportunities and try to walk from the show with a short list of people to work with (maybe 3-4). For collecting getting people’s details, the higher level people walking a show will typically try not to give you a card. Some tricks, DO NOT GET THE SCANNER, as they will try to get you to just scan them, you want all their info not just email. Their next defense will be to ask you for a card, just tell them the shipment of your cards got lost. They will not know what else to do and at this point you can get their card, score.
7. Booth Design- Spending more does not get you more when it comes to booth design. Tradeshows are by their very nature cluttered, so I believe that the best thing you can do with your booth is keep the design clean, simple, crisp and bright. I do not have a lot of pictures of booths I have done but the SimulScribe CES booth to me is the perfect booth.

-Some quick tips, use iMacs wherever you can and they are cheap to rent.
-In the booth above I custom built a projector in each of the pedestals. The light and image is great for attracting peoples attention.
-Print a minimal amount of info on your booth. Messaging changes fast and reprints are pricey, if you use a projector you can recreate content on the fly.
-If there is space for a plant get one. You can’t see it in this picture but we had a huge orchid on a meeting table to the right. A very nice plant will cost you $200-$300 but will really make your booth stick out.
-NO CLUTTER. I am a dictator when it comes to booth cleanliness. I have a push vacuum to keep the carpet clean, no food, no empty bottles, no garbage, no junk.
-When in doubt think WWAD (What Would Apple Do) for design.
-Try to use booths that can be set up without help from the show. Most convention halls are union and things get very pricey when you have a complex booth.
8. Founders/CEO/Exec Attendance- Overall if you are a top exec it is such a great thing to man your booth side by side with your team. First and foremost if you are there, the
energy will be awesome. Depending on the tradeshow some pretty incredible people are walking the halls, for example at CES I have met some incredible contacts just working the booth. Also working the booth can be one of the most humbling and demeaning jobs ever. Unless you are selling gold at below cost people can be a bit rude when you are pitching your wares. Taking the arrows side by side with your team creates real bonds that are valuable in building a great company culture.
There are lots of other little things. If you have any please comment below, I would love to see what other people do that works.
