Have you started planning your trade show event for 2014 yet?  If not - get going!! We have already sent out our forms to our show service clients asking them to provide their show dates, booth space, and requirements. Planning is the essential key to a successful trade show event.  But before you sign up for that next show - think about these 10 steps to a better trade show image:

1. Decide on why or why not to attend each show.

Does it fit with your overall plan for exhibiting?

2. Set measurable goals for each show.

Be specific! Don't just say, "to get leads" or "sell product." Instead ask, "How many leads?" or "Sell to how many new customers?"

3. Create a theme for your exhibit.

This can be consistent for all shows or specific to each show. The most important thing is to make it relevant to your message and carry it through all aspects of your participation in the show.

4. Design your booth display.

Start by evaluating if you can use what you have or need to start over. Remember to tie in with your theme.

5. Plan your publicity.

How can you gain the attention of the media? Create a publicity schedule and follow it.

6. Utilize pre-show promotions.

To neglect this step is the same as having a party without sending out any invitations!

7. Train and inform your booth staffers.

Don't take for granted that they already know your goals or how to best represent your company (this includes dress code). Keep everybody in the loop!

8. Decide what you will use to attract people to your booth.

If using a giveaway, remember to have it reinforce your theme.

9. Do timely follow up.

Strangely, many exhibitors skip this step or else fail miserably. Instead, this should be considered the most important part of the process! Again, it should reflect your theme.

10. Continue building your image by evaluating your exhibiting experience.

What worked? What didn't? Use the information you gain to improve for next time.

Guest Blogger: Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. She travels the country consulting and training both exhibitors and show managers. She's the author of Build a Better Trade Show Image, host of the Trade Show Insights blog-cast and creator of the ExhibitorEd Success System, the Exhibitor Education Manifesto and the Exhibit Marketers Café.