Trade shows are a key method for attracting new clients and business and never more so than at this time of economic recession – trillions of dollars of sales are made every year, even in depressed trading conditions such as these. The relationships which are created from trade show contacts and the cementing of existing relationships which are even more profitable in the years to come is impossible to quantify.

This does not mean using trade shows is taking the success available as an article of faith where there is no visible resultant output from the investment. It is quite a simple matter to track your results from trade show activity but the larger picture is that there are numerous intangible benefits which cannot be directly quantified but, nevertheless, do contribute to the reputation and branding value of your company and business.

Even experienced veteran trade show exhibitors use the services of trade show experts in order to maximize the potential returns. While the underlying principals and potential returns can easily be understood, every trade show and every client presents different scenarios and you have to make some sense of this morass of information in order to be able to formulate a strategy to see you through the season successfully … companies who try and quit without rolling through a season, usually do so because they have failed in planning, failed in execution or simply misunderstood what the returns are going to be. Managing expectations is crucial.

When you are looking at a trade show expert to partner with, you should assess them generally as you would any other supplier but in addition, think about the specifics of operating in the trade show environment.

Do they offer a “satisfaction guaranteed” undertaking? No matter whether you are buying or leasing, you must know and be able to rely upon your equipment working and the logistics operating smoothly. You want to concentrate on developing relationships and assessing opportunities at the trade show and not on untangling equipment malfunctions or why your display is in Milwaukee when you are in Denver.

Customer service standards are crucial – your trade show expert will already know this explicitly and will be playing this card strongly because, in the final analysis, everything about operating at a trade show relies on superlative customer service. Customer service does not stop at providing a telephone helpline to “advise” on your order and take your credit card details; you should expect and demand knowledgeable representatives to be able to advise you on the implications of following certain strategies, such as, leasing versus purchase decisions.

There is also the price factor. Typically, experienced hands will be the ones who are considering purchase of displays, especially the higher-end units which are customized to a greater extent. Low-end and low-price display units and accessories tend to be the preserve of newer exhibitors but leasing is also a great way of reducing capital costs and maintaining a high tax-deduction in the accounts. The cost of your purchases is a key determinant in who you partner with but you also should know that quality counts – you never get the very best quality and the lowest price – they are mutually exclusive and it is not simply the cost of equipment you are considering but also the creative input and practical experience your prospective partner brings to the table.

brian douglas is the owner of trade show joe, a leading provider of trade show booths, used trade show displays, and trade show accessories. trade show joe can be found online at: tradeshowjoe.com .

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