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Thursday, July 23, 2009

Plan of Action for Trade Shows

Having a strategic exhibit plan of action is a critical starting point. To make trade shows a powerful dimension in company's overall operations, some of the key elements are very necessary like Planning, Preparation, Presentation, and Follow-Up are must as they will maximize the benefits of trade shows.

Trade shows can be extremely effective outlets to showcase products and services to large numbers of customers and potential clients. Trade shows are an essential part of the marketing mix. Significant part of marketing includes promotion: pre-show, at-show, and post-show. In terms of convincing customers make buying decisions, customers rate the importance of trade shows above trade magazine articles and regular sales contacts, surveys show.

As an exhibitor, use a trade show to maintain existing business relationships, identify new customers and potential partners, and scope out the opposition.


Success starts with identifying the right show or shows for your business. Planning should be done beforehand to check the schedule for upcoming trade shows. Now a days Web sites, offer details to find schedules and contact information.


Once the event is selected, start sanctioning the budget as well as setting out for the booth and staffing.


Presentation is a very important ingredient of a trade show. If your booth or stall is well presented with all the displays and brochures automatically customers will be attracted towards your stall. Not only this good speaking skill of an individual specially who is exhibitor is very necessary.


It includes direct mail, broadcast faxes, advertising, public relations, sponsorship, and the Internet as possible ways to reach your target audience.


Taking feedback is must on every lead generated during the show. Those leads, and your resulting sales, are the real payoff from an effective trade show performance.

Trade shows require a lot of work and effort to be successful. In the end, your trade show success is dependent on how much effort you put into it.

Canton Fair (China Import & Export Fair)

CONEXPO 2011, Las Vegas