Trade shows and consumer expositions are a multi-billion industry. As confidence in advertising continues to stagnate, smart marketers are taking an even closer look at exhibitions as a way of maximizing their sales for each dollar invested, and increasing consumer awareness of their company.

What better way to sell products and services than to meet potential customers face to face? Show participation is an excellent complement to most marketing campaigns, particularly when an event is targeted to a specific audience.

One of the nation's leading exposition producers, Mid-America Events & Expos, Inc. specializes in helping companies get the greatest benefit from their exhibits. Expo Division Director Adam Lopez has identified the ten most important exhibiting techniques, as well as some common mistakes. "Following these tips can make each booth a win-win for the show's exhibitors and attendees," he says. To discuss the tips in more detail, call Adam Lopez at 612-798-7237.

1. Know your objective. The best plan is to have one major objective that supports the company's overall marketing goals. For example, a show objective may be to get 150 leads and turn 25 percent into sales. This makes it easier for everyone to focus their activity prior to, during and after the show on accomplishing a common goal.

2. Pre-Show Promotion: This is a great way to attract buyers before the show even begins. A creative direct mail campaign targeting key prospects is very effective.

3. The Message: On a busy trade show floor, a company has about 7 to 10 seconds to attract a potential customer. A clear and concise live marketing presentation will tell customers why they should be interested in your product/service, what your company can do for them, and direct them to the next step in the sales process.

4. Give-aways: When customers have spent significant time at your booth, giving them something unique and useful can be a very effective marketing tool. Incorporating the give-away into the sales presentation will link the item to their experience, and your company.

5. Graphics: Booth graphics introduce your company in a short time frame. A customer needs to know who your company is, what you're selling, and why they need it.

6. Product: Sixty four percent of potential customers are drawn to exhibits that have products and demonstrations. Customers who are serious about buying prefer to see the actual product or service rather than a photos or videos.

7. Prospects: Trade shows give a company a very targeted, but small window to reach potential customers. A skilled presenter in your booth will attract masses, pre-qualify them and send them right to the sales staff. Time is money, and talking on cell phones, chatting with co-workers, eating, and leaving the exhibit area puts a barrier between you and potential customers.

8. Show Guidelines: Not understanding the show specifics can seriously hinder the exhibit's effectiveness. Trade show manuals contain valuable information that can give your exhibit a competitive advantage.

9. Follow-up: Prior to the show, establish how leads will be collected, processed, distributed, and then handled after the show. Follow up all leads within two days. It is also helpful to note some memorable event at the exhibit that can be recalled when making the follow-up phone call.

10. Evaluation: The evaluation process will tell you how to improve results at future shows. Evaluating the number of sales generated by leads is a good starting place. Evaluating your show marketing objective will yield additional information. If your show objective was to learn more about your customers, how much research were you able to do? The information you choose to gather and use should be directly related to your marketing objectives.

Mid-America Events & Expos, Inc. offers exhibitor, presentation and entertainment opportunities for four nationally-recognized Expos: the baby boomer Expo®, Mid-America Seniors Expo®; Body Mind and Life Expo®, and the Mid-America Family Fun Festival®. Each of these highly successful annual events draws thousands of consumers from throughout the Midwest region. For exhibitor or sponsorship information, visit www.101expos.com.