Show 'Em What You Got

1. Remember the details. These, along with the paperwork, are a challenge for new exhibitors, says Sheryl Sookman, a principal at The MeetingConnection.

2. Set goals for the show. "Develop clear goals for participation at each exhibition and write them down," says Seidenberg. "It's important to remember what your ultimate goals are for the show so that appropriate decisions can be made. It's too easy to get busy and lose site of the big picture."

3. Read the exhibitor manual, cover to cover. In it, you'll find a wealth of information: forms to set up booth services (furniture, electricity, carpet and so on), show hours, sponsorship opportunities, and hotel and airfare discounts. Contact the event sponsor or exposition company if you have questions.

4. Watch those deadlines! "Miss a deadline, and costs go up significantly," says Sookman. Setting up show services on-site is expensive, and you'll spend lots of valuable time standing in line. Complete and submit your paperwork early for substantial discounts.

5. Pack important paperwork in your luggage, not with the booth. This includes contracts, service orders and shipment tracking numbers. Take a backup copy of electronic presentations, and make sure you have the contact numbers for any vendors you used in connection with the show.

6. Take your tools. Create a show toolbox labeled "open first," and ship it with your booth. Include such items as office supplies, tools you need to set up the exhibit, a small first aid kit, preprinted shipping labels, snacks and water. Don't forget plenty of business cards.

7. Individually label each box. Include your company name, contact information and booth number. Without proper identification, it's highly unlikely the loading dock will be able to identify your shipment and deliver it to your booth. If it can't be identified, it can't be delivered.

8. Staff the booth; work the show. Working a trade show booth is exhausting. Set up shifts of three or four hours each and give everyone time to take breaks (preferably away from the booth). You should also schedule time for your staff to walk the floor and check out the competition, make contacts and see what's new in your industry.

9. Don't let your leads get cold! Immediately contact leads and thank them for dropping by your booth. Your prompt handling of requests for additional information will show potential clients you value their time and provide quality customer service.

10. Evaluate your success. Did you reach your goals? Was this the right audience? Note your successes and brainstorm for ideas while the show is still fresh in your mind.