Make 2009 the year of your trade show success

In the coming year, there will be a number of changes in how many companies choose to market to their customers. With the economic belt tightening and many industries feeling the pinch, we have to keep our eyes on an old axiom that holds true regardless of the economy: "Sales are only made if introductions are made first."

In order to make those introductions, the trade show industry is alive and well. What better place to meet people from your industry? Those who wish to be customers of your industry? Those who are looking for good deals or new partnerships or new products? What better way to cater to your niche than to attend and exhibit a trade show full of those prospects looking for your customers?

In 2009, make the following resolutions to bring on trade show success.

• Resolve to find every show that caters to your industry, then weigh the pros and cons of each. Not all shows are created equal. There are differences in cost, attendance, focus and duration. I always advice that you attend the 1 or 2 big shows for your industry every year and another 6-10 smaller or regional shows. The 1 or 2 big shows will give you the big presence you need with all of your competitors and customers in one place, where the small shows will let you have more personal time with each prospect and possibly be the only company who does what you do.
  
• Resolve to give your marketing messages a refresh. With every year, new products come out, services change, the industry you are in heads a new direction. Be sure your signage is current and you're making the best impact you can.
• Resolve to make the most of new technology. Integrating LCD monitors, DVD players, powerpoint presentations and an internet connection into your display opens you up to a whole new world of connectivity with your prospects. Imagine who would win over a customer in a fight between a bunch of printed signage and a 3d multimedia interactive display with all of your product information at your fingertips. The decision is very clear.
• Resolve to great every prospect with all the information they'd want and more. Every show I go to has a wide selection of exhibitors, and I'm amazed by how few know their own products. Come prepared, smile and be ready to dote on the successes you've had. Customers are made from presentations, not just good products.
• Resolve to make equipment and display investments that will make the most impact. If your popup display is getting older or you are outgrowing your old display, it's time for a new one. I'd highly suggest a modular display such as our Flexi Display for the most versatility and options.
• Resolve to defeat the failing economy with good ideas. There's still money out there to be made and there's still many people attending shows. Keep up a good attitude and come with lots of ideas. It's the spark of brilliance in these interactions that lead to lasting relationships.

There's much to do in 2009, so take big steps in January to be sure you're ready. We're here to help you make the most of your trade show experience, and we're always here to brainstorm.