Exhibitors often have to reverse roles and find themselves on the other side of the aisle playing tradeshow attendee. According to a CEIR (Center for Exhibition Industry Research) study, 39% of attendees spend less than eight hours visiting a show. As with exhibiting, planning and preparation are essential to maximizing time on the trade show floor. The following 30 points will help simplify the process next time you find yourself playing visitor:

Before the Show:

1. Know what you want to achieve by visiting the show and if the company is sending you understand what your boss wants you to achieve by attending the show.

2. Develop a plan of which exhibitors you want to visit and then organize your list into two parts - "must see" and "want to see" companies.

3. Decide how much time you want to spend at the show and then at each booth. Allow extra time for browsing, distractions and waiting in lines.

4. Find out who else from your company is going to the show and develop a plan to maximize your visit, especially at large shows.

5. Know what information you need to have from each exhibitor. Research different vendors to find out how they differ and what is most important to you. Then plan intelligent questions to ask them.

6. Design a lead gathering form to research for specific products/services to make accurate comparisons.

7. Make appointments with exhibitors you really want to meet with.

8. Get map of where exhibitors located and prioritize your route.

9. Take plenty of business cards to avoid filling out forms.

10. Pack comfortable shoes and clothing to wear on the show floor. Walking shows is extremely tiring. Try insoles for extra comfort. Remember to leave room for things to bring back.

11. Take a light and comfortable "carry-all" for accumulated materials. Plastic bags are often uncomfortable as they cut into your hands.

12. Make travel and hotel reservations early to maximize on discounted rates.

13. Stay at a hotel closest to the convention site to save on traveling and to give you a place to rest, sort through information gathered, and refocus your energy.

14. Plan the seminars/workshops you want to attend. Split sessions with your colleagues to maximize data gathering.

15. Pre-register for the event and arrive 30 minutes before opening to avoid standing in long lines.

At the Show:

16. Revise your plan at the show. The show directory and schedule often changes several times before a show.

17. Collect information that is of interest to you or that might interest others in your company. Request literature and samples be mailed instead of having to carry them with you.

18. Obtain a map of the city and know how to get to the convention center.

19. Tell exhibitors you are on a tight time schedule to avoid casual chatter and get straight down to business.

20. Look for networking opportunities. Network with industry leaders. Get invited to exhibitors hospitality suites/ receptions. At workshops introduce yourself to people around you - hand out/collect business cards. Hook up with new contacts at mealtimes for added information

21. Skip overly crowded booths and plan to come at end of day when traffic is slower.

22. Check coats and bags so you don't have to drag them around with you.

23. Carry a pad and pen to jot down important notes, or have small tape recorder for note taking.

24. Take a break after a few hours to refresh and get some fresh air. Air in convention halls is dry, stale and draining. Drink water instead of pop/beer regularly to avoid dehydration.

25. Write a trip report as you go along and summarize your notes every evening.

26 Be prepared to push for answers to questions exhibitors are not prepared to answer.

27. Avoid conversations with vendors you have no interest in.

28. Leave the show about 30 minutes before closing to avoid long lines for busses and cabs.

After the Show:

29. Plan how you are going to implement information gathered.

30. Be prepared to follow-up after the show for literature and samples requests.

The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and you will increase your chances for a successful tradeshow.

1. Have A Proper Exhibit Marketing Plan

Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. In order to make tradeshows a powerful dimension your company's overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is the nucleus on which to build.

2. Have A Well-Defined Promotional Plan

A significant part of your marketing includes promotion - pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.

3. Use Direct Mail Effectively

Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. Many of the mailings come from show management's lists and as a result, everyone gets everything. To target the people you want visit your booth, use your own list of customers and prospects--it's the best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out, to help ensure your invitation is seen. Wherever possible, use first-class mail. There's nothing worse than a mailing that arrives after the show is over.

4. Give Visitors An Incentive To Visit Your Booth

Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in "what's new!" They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don't have a new product/service to introduce, think about a new angle to promote your offerings.

5. Have Giveaways That Work

Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.

6. Use Press Relations Effectively

Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what's new about your product/service, or highlighting a new application or market venture. Compile press kits for the press office that include information about industry trends, statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically assigned to interact with the media.

7. Differentiate Your Products/Services

Too many exhibitors are happy to use the "me too" marketing approach. Examine their marketing plans and there's an underlying sameness about them. With shows that attract hundreds of exhibitors, there are very few that seem to "stand out from the crowd." Since memorability is an integral part of a visitors' show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity.

8. Use The Booth As An Effective Marketing Tool

On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while very few exhibitors will take the time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors use as many of their senses as possible. This will help to enhance memorability.

9. Realize That Your People Are Your Marketing Team

Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell; don't try to do too much; understand visitor needs; don't spend too much time; and know how to close the interaction with a commitment to follow-up.

Avoid overcrowding the booth with company representatives. Have strict rules regarding employees visiting the show and insist staffers not scheduled for booth duty stay away until their assigned time. Assign specific tasks for company executives working the show.

10. Follow-Up Promptly

The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.