Back to basics at trade shows

I thought as a timely reminder with Confex next week compile a list of dos and don'ts at trade shows.

Do

• Be ready 15 minutes before doors open
• Check with Confex is the name right on the exhibitor map? if your multi site have you listed all your brands. Think how will guests find you.
• Are you listed in the right section of the catalogue a bit late now but the app and online can be changed
• Have somebody back at the office who can respond to enquiries as they come in yours will be first in and not lost in the deluge post show
• keep your stand clean put bags and coats in bag check
• Be smart geez do I have to put this? most definitely if you are partying on Tuesday night stay away from the stand on Wednesday you will be oozing alcohol.
• MINTS your getting close to people nobody wants to smell dog breath
• Have a rota I think about three hours a time is sufficient on a stand were not used to standing around talking .... well not all of us. it's not death by trade show.

Has the team on the stand been trained? it seems obvious to me but you need to probe the person very quickly my favourite ref a venue to client. "what was the last event you held in central London"?

• Can your team shut down a person who tries to sell them something? god dam it I paid ￡10k for this stand and people still think they can come and sell to me the mind boggles. Hand them a card a state you are there to sell and to give you a call after the show.
• No mobiles out unless your wife is about to give birth if that is the case maybe you are not in the right place to be selling any way. maybe it's time to look at work life balance.

Don't

• Bring your latte onto the stand a certain person did this last year at another show and spilt it everywhere.
• No food spitting bits of croissant over clients is never good and you will do if you eat unless perish the thought brushing your teeth on the stand,
• Post and tweet from stand
• Give out rubbish ask yourself would you like a pen? a mouse mat? etc its just clutter give something of value or nothing. I have been fortunate enough to work in attractions where I could give tickets to a LATE it had real value and you could give to the people you wanted.

Drinks and food I have learnt the hard way it attracts the wrong people not serious buyers

• If you have to cloth a table it needs boxing in do not drape it over your rubbish
• Hand out brochures think where will they end up? .....client leaves stand goes for drinks, dinner goes home brochure now left at home....in bin Friday it will never get to the office. Do people still print brochures?
• Have people on the stand because they look good but don't know what they are selling

Do you have any favourites that I have missed?

Michael Aldridge has over 25 years Event management experience in some of London's top attractions. He has now set up Unique venues consultancy making your venue work smarter for events.