Small Business Articles - Trade Show Displays

Me, Set-Up a Tradeshow Exhibit? Where Do I Start?
By: Rachele Carl – July 7, 2005

Participating in a tradeshow will increase the awareness of the products and/or services offered by your company to both your competition and potential customers.

You are probably saying, “Ok, now that I know what the purpose of a tradeshow is, how do I get started”? My goal is to list useful tips for preparing for a successful tradeshow exhibit. As you prepare for an exhibit, you may find additional items to add to this tip list. Hopefully this will get you started.

1. Don’t Panic!

This is easier said than done, especially if this is your first tradeshow exhibit. Take a deep breath; grab a pen, some paper and lets…

2. Get Organized

To complete a project successfully, all your ducks need to be in a row. All the bases need to be covered, nothing left undone. It’s the same when preparing for a tradeshow exhibit. The best way I know how to get organized is to make a list and yes, you will check it at least twice! Not to mention, revise, revise and revise.

Make a list of what you plan to display at your exhibit. Following are some examples:

Brochures
Examples of your work
Business cards
TV/VCR presentation
Website
Promotional “Give-a-Ways”
Raffle container

Make a list of the items you will need for behind the scenes. Again, just some examples:
- Extension cord
- Power strip
- Table cloth
- Paper
- Pens
Make a list of the items you need to order or purchase and set a date as to when they need to be ordered by. Make sure you have plenty of time to order things such as brochures, graphics, promotional give-a-ways, etc. Don’t forget to mark these “need to order by” dates on your calendar! Here are some examples for this list:
- Display unit – Order by [date]
- Additional display accessories – Order by [date]
- Photographs – Order by [date]
- Graphics – Order by [date]
- Brochures – Order by [date]
- Miscellaneous handouts – Order by [date]
- Business cards – Order by [date]
- Promotional “give-a-ways” – Order by [date

3. Layout the display

How much space do you need or have available? Let’s say, for the sake of this example, the space available to us is 8’ x 10’.
Create a sketch laying out your exhibit. Below are two examples the first using our 8’ x 10’ example with the following display equipment:
- 8’ Pop-up display
- Literature rack
- Banner & Stand
- Conversion case display stand

The second also uses our 8’ x 10’ space, but with the following items:
- 8’ Table
- 6’ Tabletop panel display
- Literature Rack
- Banner & Stand

4. Create your set

Tape out an area the size of your exhibit area.
Arrange everything the way you intend to have it at the exhibit, down to the last detail…

Is all your information easily seen and reachable?
Does your display demand attention?
Is it neat and orderly?
Do you have room to move around easily?

Draw out a detailed layout of your final set. This detailed list will help save you set-up time on the day of the exhibit. Remember organization is a key to success!

5. Packing up for the show

Pack all your information away in marked containers to allow for easy setup.
Know where everything is.
Have your detailed exhibit layout

6. Create a tradeshow set-up file

Include in this file your lists, layouts and any additional details that would be useful for future tradeshows. Be sure to review your documentation after the show and add/delete tasks or items that would make future exhibits more stress-free and successful for you and your company.

In the next article, I will discuss tips for “At the Show”.

Rachele Carl is the owner of C4 Creations, which sells products and services that help you keep your name in front of your customers. You've worked hard to build a good name for your company... ...don't let them forget it! C4 Creations can be reached at info@c4creations.com, (586) 949-6029 or via the website at www.c4creations.com.