Pick Your Spot

• Front door or not? 
  If you have a big splashy display, then being the first thing show guests see may be a good idea. If you’re in a 10’x10’ space, they’re likely to rush by you in an attempt to get into the show.
• Traffic flow
  Most shows have a normal flow of traffic, with the majority of people walking one way down each aisle. If you know that pattern, you’re better off to be on everyone’s right side as they walk the show. If your exhibit is on a corner, you’re better off having your open side facing that traffic. 
• Perimeter
  Many exhibitors feel that if they are on the perimeter wall of the building, they’re less likely to be missed. If you do choose the perimeter, try to get a space that faces a cross aisle, so show guests see you as they approach.
• Neighbors
  Ask which exhibitors are around the potential space. Depending on your company and exhibit, you may or may not want to be near exhibits that create attention, or have a competitive or complimentary product.

Lead the Way

If you’re the type of exhibitor who collects leads to follow up on after the show, how you collect those leads is as important as doing it.

The basics are name, address, telephone and email. From there, your goal is collect information that will help you help the potential client. What type of product (project) are they considering? What is their time frame? What is their budget? Do they need financing?

Then there needs to be room for your observations. Perhaps create a rating system for how “hot” a lead they are. Make a place for special notes - is the husband keen, but the wife is not so sure? Are there special circumstances that are important to know?

In other words, make sure your lead sheet gives you as much detail as practical to help you make the sale.

David J Zimmerman
Southern Shows Inc.