: Trade Show Best Practices Trade show best practices can be challenging to utilize, but adhering to them can greatly benefit your business. To name a few, not falling victim to propaganda, staying loyal to tried and tested

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Trade Show Best Practices
Trade show best practices can be challenging to utilize, but adhering to them can greatly benefit your business. To name a few, not falling victim to propaganda, staying loyal to tried and tested venues, knowing your venue’s investment in your target market, and being able to network efficiently beforehand are all extremely important.

Many low-quality trade shows overcompensate with the publicity they produce. This will most likely generate more revenue for them even though their location and organizational skills may leave much to be desired. The trick is to obtain the opinions of several different businesses ahead of time – not necessarily businesses in your field, competitors, or rivals, but companies that you know have attended trade shows in the past. They can advise you on which conventions are dependable, and what trade show best practices they follow as well.

Some companies can be tempted to take a risk on a brand new venue. This can be detrimental as so many factors are unknown. Your organization could wind up without any traffic that day because customers can be unwilling to take the same risks. Besides low attendance, you won’t know if you can fully trust the organizers themselves, either. Before attempting to break new ground, do your best to stick with those trade shows that have taken the time to build up a commendable reputation.

A good amount of research will lead you to those shows that best fit your ideal customer. Look for the venues that cater to your target market. For example, contact your clientele or potential regulars and see what you can glean from their past attendance. If they cannot provide you with suggestions or advice, they should be able to at least point you in the right direction.

From performing this research to investigating which conventions are dependable outside of the buzz they generate, probably the most important of the trade show best practices is networking. A key player in your performance is the management team behind the chosen trade show itself. Finding an “in” with this group will benefit you greatly, and most managers are ready and willing to help. Assisting you in guaranteeing a winning presence at their venue will confirm you as a return customer, and they are always counting on future business. Furthermore, they are the experts in which techniques promise the best results, from booth design to pre-show publicity. Use every opportunity to learn from their expertise, and you will be ahead of the game every time.
Advent is an experiential marketing firm that provides trade show displays and recruiting exhibits. Advent offers its expertise in three categories of service: exhibits, events and environments.

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