Tips of the Trade(show)

• Mark your calendars.

JC Rose Sales representative, Nicole Catanzarite advises:  "Go through your show manuals well in advance to find any early deadlines. If they are not out yet, look at the previous year's for guidance, especially if there are special design deadlines.  Often there are discounts built into the show service orders if you place them by a certain date.  Save yourself stress and money by planning ahead!"

• Plan and schedule your pre-show "touches" early.

Katie Leckenbusch (Sales and Marketing) advises: "Make sure that show attendees know you are exhibiting so they can plan to visit your booth! Pre-show marketing can be as simple as an email to your client list or a larger strategy which may involve hiring a pre-marketing pro to manage your campaign.  Let your JCR representative know if you would like more ideas or referrals. Reaching a show attendee before the show is a great way to ensure that they visit your booth."

• Train your booth staff.

Sydney Williams, Field Services and Sales representative suggests: "Know who will be working your booth and implement a focused trade show sales training plan.  Make sure they know the end goal and are prepared with specific tactics that increase productivity on the show floor.  Include booth etiquette, for example: turn off your Blackberry/iPhone/Droid while in the booth!  And Sales and Marketing managers, you would be surprised at how well a quick pre-show pep rally can help boost morale."

• Plan for revisions and updates to your booth.

"Don't let the show floor be the first time you've seen your booth in a year!  Whether you use your booth frequently or store it for long periods of time, there will be general wear and tear and some possible refurbishment necessary.  Inspect your booth in advance to plan your time and budget for any repairs or updates that are needed.  Also, don't forget to update your graphics for any new projects, news, or info that has changed since their last use," recommends Bryn Robison, Operations Manager. 

• Have a plan for collecting and qualifying leads.

President John Rose emphasizes, "It is important to set realistic objectives for how many people you want to touch. Know how your sales staff -- before, during and after the show -- will be collecting, qualifying and following up on leads."

• Schedule your travel early for the best deals.

Field Service and Sales representative Cullen Mann says:  "Book your airfare 30+ days in advance to receive the best rates.  Also, check the show website for possible hotel deals."