So You Want to Exhibit at a Conference?

Brain Drippings So You want to Exhibit at a Conference?

“... carefully consider your audience. At a businessoriented conference, you probably aren’t going to do well selling home improvement services.”

By Donald R Dodson

So, you’ve been inspired by events like Donnie’s Badass Business Summit and want to exhibit or vend at an event. What do you need to consider to do it successfully? Or is it even right for you? This is especially important as more events, conventions and things are opening up to in-person opportunities, though perhaps with some twists to consider.

One of the first things to consider is what, exactly, you are promoting at an event. You may be service based, have products, or are promoting yourself such as a author. You might be doing all three! We’ll be discussing these as we progress. But suffice it to say, some events are just better suited to service and promotion as opposed to products and, of course, vice versa.

This is really going to be important when determining if it makes sense to be at one of these gatherings. One of the biggest factors is one of the most common. Audience!

Audience.

Just as in any situation, carefully consider your audience. At a business-oriented conference, you probably aren’t going to do well selling home improvement services. It’s not that business folk don’t need those services, but that’s not the mindset they have at such a conference. They are seeking information to help them do better in their fields, or even products, like software that helps to that end. I have seen a jewelry person sell very well at such an event, because the attendees are away from home and want to get something for their loved ones at home, but this is a rare example. In some cases, they might not even be permitted to vend at that event. Demographics are an important factor, too. The audience at a firehouse craft show, Comic Con, and a Business expo are likely very different. Additionally, you need to consider your traffic. Comic Con has tens of thousands of attendees, whereas a small show you might be lucky to see a few hundred. That density is important in determining if the expenses are worth attending the show at all.

Expenses

While we are talking about expenses let’s look at this. Most inexperienced exhibitors just focus on the booth fee. Granted it’s a large part of your costs, but there are lots of hidden costs to consider. The two largest secondary costs are travel/lodging and labor. If you need to travel a significant distance, you are incurring travel and lodging costs. For the longest time, just starting out I would not vend at an event that required an overnight stay…it just simply wasn’t in my budget.

Labor? Yes, labor. Even if you are gonna man that booth yourself for the duration, there is a labor cost involved. What business production are you NOT doing because you are on the sales floor? Plus - that travel time. My Econ 101 folks will recognize this as an Opportunity Cost. Of course, the potential sales and networking are a factor too. Because prospecting and sales is very important. It’s a balancing act.

If this is your first event, you are going to need all kinds of exhibit “infrastructure”. Everything from tables, display stuff, banners, etc. - to giveaways, marketing materials to hand out and if you sell products, a means of doing Point of Sales.

And events themselves might require certain things that create costs. I am doing a fine art show

in November and I am required to have proper pipe and drape separating my booth. In this case it means I am renting it from the exhibit hall for 90 bucks. Outdoor shows might require a certain style tent with weights or stakes (those things can damage others stuff if not properly secured). You might need insurance and a sales tax or merchant license, too. Generally, the more organized and “official” the event the more rules to comply.

Product-Based Things to Consider

Assuming you have done your research and you feel it’s a good fit, you have some specific concerns that service-based vendors don’t have. Firstly, inventory. Having the right items at the right price ranges can be challenging (assuming you have such a range in a first place). I sell leather goods and I have learned that to be successful I need a range of prices to be successful. In many cases a show success is made or broken with the small to mid-priced items. They look around, you have a conversation. You get a good connection, but they just aren’t in the market or ready for a 1500 bag. However, they’ll buy a couple of key chains and bookmarks for the kids or a small wallet. Having “smalls” is critical to success.

Sure. I could get one or, if I am lucky, two big sales and “make booth” but that tends to be the exception. I still have some really cool looking and badass higher priced looking items. They attract attention and are great conversation pieces! They also serve as inspiration pieces. When they see the “epic build” armor or badass bag, then they often ask you to make smaller items. It sets up future sales too. It’s not uncommon for folks to contact me a month or so later asking to commission an item.

Display

Whether you sell products or a service, you are (or should) have some to display. Small items should be at eye level. Varying the heights of your items or marketing materials creates visual interest and makes your booth more welcoming. It’s amazing what you can do with your packing boxes, lids and a few carefully used table covers. An important aspect of this is that regardless, it gives the visitors something to interact with, especially if they are waiting to talk to you or listening. It’s less awkward to read a brochure, fondle your other goods, while they hear your conversation or wait to get your attention. Some folks will even set up comfy chairs with cookies. Who wouldn’t listen for a bit when there are cookies?

Giveaways.

This is an expense. But it works with human nature, too. If I take a key chain, I feel kinda obligated to at least look over your material or interact. If it’s a particularly useful item (notepads, pens, etc.) with your logo on it. It adds additional “touches”. For people who sell products, candy, stickers, etc. are a nice giveaway. Speaking of giveaways, Drawings for an item are a great way to collect contact information. Also, you would be surprised how many folks will fill out an email sign up clipboard (I start it with some names to get it rolling.) Technology has really helped us, because now you can have tablets or laptops playing slideshows of information, products etc.

Interacting with your Audience

This is perhaps the most valuable thing you can master. Hundreds of small interactions that can lead to great connections. The very first rule: Be a Fucking good human being! Be nice and pleasant to folks. Not pushy. Don’t be a wallflower either. I just interact as if I am at a party, networking event or whatever. I greet people and because I am often surrounded by costumed folks or nerdy t-shirts, I compliment them on the t-shirt or costume. I am just merely making a connection. The subtext is “hey we have something in common, or I recognize your valid interests.” Sports teams, bands, etc. are also good connecting points. Of course, this isn’t always possible. Your audience might be a bunch of folks in business dress. Sometimes a simple greeting and offer to answer any questions is a good approach. There are a ton of things you can say and questions to ask to elicit a deeper conversation. I’m sure Donnie has a shit ton. I won’t pretend to be the

“Demographics are an important factor, too. The audience at a firehouse craft show, Comic Con, and a Business expo are likely very different.”

“Don’t be afraid to be creative. You may be one of a hundred or more booths they have seen in the last hour.”

expert here. I remember more what I don’t like. Don’t be afraid to be creative. You may be one of a hundred or more booths they have seen in the last hour. Also remember you are representing your brand. Look and act the part. I have specific things I consistently wear at events that aligns with my brand. It builds recognition. Remember, a big part of attending these events is that it helps build trust. We are “online” so much more of the time; and meeting you in-person will really help with “know, like, and trust.” I have even vended at some shows that I knew were likely going to be a “loss” because it increased my brand visibility! My post show sales typically jump after an event to that end.

Lastly, take care of yourself and your staff. Bring snacks and water. Move around the immediate area. And make friends with your neighbors because you will need a bathroom break sooner or later. Believe me I have done a 12-hour shift on the convention floor and its grueling. Wear comfortable but nice footwear.

Hopefully, you have some things to think about for considering exhibiting or vending at an event. Start small but with an eye to your audience. Almost all shows kind of work the same way, so its good experience with the logistics part. And Good Luck!

Donald Dodson, owner of Dodson Designs, has been involved in artistic pursuits for as long as he can remember. Starting at age 16 as a sign painter assistant, and after high school, he pursued a career in graphic arts, finding his home in graphic design and web design. After an eight-year stint as a teacher, Dodson, a combat veteran, longed to return to his passion for the arts and, at 49, started a fulltime leather working business. He crafts handmade, creative custom leather goods and accessories near Lancaster, Pennsylvania.