1. Always negotiate everything.
When you first contact the show organizer, they will quote you various prices for different-sized booths. For instance, the smallest one available may be a 10×10 (10 feet deep and 10 feet long) than 10×20 (10 feet deep and 20 feet long), etc. Consider these prices to be an opening bid. When it comes to costs and fees at a tradeshow, almost everything is negotiable, especially in an economy like this one.
If you have a new business and this is going to be your first time exhibiting, let them know that you are just starting out. Remember, if you exhibit and have a successful show, you will probably be back the following year. They know this and it is in their best interest to get you in the door the first time. So make sure you haggle.
2. Forget the candy, pens, bags, USB drives and other promotional swag.
A lot of people feel they need to have something to give away at a show to “draw people in.” I don’t believe in this theory of promotion. Having these items will usually just attract the wrong crowd. Make sure people are taking things for the right reason. For example, if you have a piece of software you want to distribute, you might have considered handing out a USB drive containing a trial or demo. But people will take them for the drive with no intention of trying out your product. Handing out a CD with the software is a much cheaper option, and helps to ensure that the people who bother to take it will try it out.
Supplying an entire show’s worth of attendees with free pens or gifts for their kids isn’t why you are there exhibiting. Save your money. More.
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