Introduction

How to get it right

1.

What objectives?

2.

Set specific objectives

3.

Costing stand space

4.

Other costs

5.

Budgeting for attendance

Picking the right show at the right price

6.

The right buyer?

7.

The right show?

8.

The right venue?

9.

What's included?

10.

What marketing?

11.

The right organiser?

Planning your stand

12.

Educate yourself

13.

Rough out the layout before you go too far

14.

Decide on a coherent theme

15.

Who does the design work?

How to design a stand

16.

Use the seven-second rule

17.

Keep the message clear and simple

18.

Keep it brief

19.

Don't leave your graphics to the last minute

20.

Use standard colours and standard typefaces

21.

DON'T SHOUT

22.

Be accurate

23.

Don't skimp on photography

24.

Get in some vinyl lettering

25.

Choose colours carefully

26.

Coloured panels spice up cheap shell schemes

27.

Get some height on to the stand

28.

Position graphics about the sightline

29.

Size matters

30.

Be careful with AV

The physical layout

31.

Don't create barriers to traffic

32.

Make the visitor feel comfortable

33.

Cover bare tables

34.

Locate demos away from the aisles

35.

Don't allow grab-and-go raids

36.

Raise the floor

37.

Don't skimp on furniture

38.

Don't skimp on lighting

39.

Create a privacy corner

40.

Pad the carpet

41.

Keep it clean

42.

Use literature racks such as carousels

43.

Use shelves

44.

Take to the floor

Stand activity

45.

Demos

46.

Provide hospitality

47.

Cut costs on hospitality

48.

Giveaways

49.

Competitions

50.

Always follow-up

Marketing your presence at the show

51.

Plan ahead

52.

Personal invitation

53.

Free tickets

54.

Press previews

55.

Press releases

56.

The web

57.

The show guide

58.

Impress the press

Working the show

59.

Teamwork

60.

Personalise the cost

61.

Emphasis the value

62.

Invest in motivation

63.

Spread the load

64.

Give them the tools

65.

Watch the clock

66.

Keep them fresh

67.

Keep the team together

68.

Keep your pals away

69.

The stand manager

70.

Dress code

71.

Don't ignore anyone

72.

Don't look bored

73.

Don't pounce

74.

Don't accost people in the aisles

75.

Don't sit on the stand

76.

Don't stand around in groups with other staff

77.

Don't put your hands in your pockets

78.

Avoid the evening entertainment

79.

Pack the mints

80.

Smile

81.

Don't guard the display

82.

Don't take calls

83.

Eat and drink well  …

84.

… But not on the stand

85.

Don't tolerate the lived-in look

86.

Don't leave a single brochure

87.

Don't leave early

88.

Build the script

89.

Listen first, talk last

90.

Don't smoke on the stand

91.

Open and closed questions

92.

Learn how to speak

93.

Listen effectively

94.

Body language basics

95.

Exit strategies

96.

The stand manual

Capturing leads

97.

The AREA approach to lead generation

98.

Capturing trade show leads

99.

Capturing consumer show leads

100.

After the event