A few weeks ago, we (my other company PushFire) exhibited for the first time ever at Affiliate Summit East. Not only was it PushFire's first time exhibiting, but it was the first time anyone on our team had ever taken part in exhibiting at a conference as well. We learned a LOT from the experience, so I figured I'd share our experience so that other first time exhibitors could learn from our successes and our mistakes.
Reserve your space early
Most trade shows sell their booths on a first come first serve basis. So if you want to ensure you're in a higher traffic area, be sure to get in and pick your space early. We lucked out – even though we didn't book our space until about 8 weeks before the show, we still got a pretty decent location. However, there were definitely more prime locales that would push me to book and reserve space much earlier next time.
Figure out what comes WITH the space
Be sure to read the paperwork about what comes with your booth space and what doesn't. I naively assumed that a basic table and chair set would come with the space. I was wrong – and I'd have known that if I'd thoroughly read the paperwork. Instead, we realized that we were going to need flooring, a table and chairs upon arriving to set up our booth. The good news? There is usually a company on hand with everything you could need and they can have it in your booth within an hour. The bad news? It's EXPENSIVE AS HELL. We paid over $1200 to rent flooring, a table and two chairs. For serious.
In hindsight, it would have been cheaper to buy the items and ship them there. PLUS, we'd still have them rather than watching our $1200 dollar rentals get whisked away moments after the expo hall closes to be rented to the next unprepared trade show exhibitor. Of course, some companies would rather pay than deal with the hassle – but if budget is a concern for you, be sure to find out exactly what comes with the space before you head to the show.
I don't know if this is the same for all conferences, but Affiliate Summit required us to add them to our General Liability and Property insurance policy in order to be able to exhibit. As I mentioned in my recent post on SEOBook, if you're doing any type of consulting for larger companies, you'll need this insurance anyway – but be sure to check with your specific trade show on the insurance requirements (and amounts) before booking a space, especially if you DON'T already have insurance.
Deciding on your booth setup
We debated on what to do in regards to the actual booth display for a bit. On the one hand, those popup booth displays are sexy. On the other hand, they're expensive to ship. And as first time exhibitors, you're likely testing the experience and going “all in” on a booth setup you may never use again doesn't make much sense.
After talking with Missy Ward, we decided to go the popup banner route (we went with two banners, both of which were 47×80 in size). While not a huge amount cheaper than the popup booths, we were able to check ours as luggage there and back. And we were thrilled with the quality and ease of use (they literally take less than a minute to put up).
We also paid to have the banners professionally designed – but we would have needed to do that with either option since we don't currently have an in-house designer. The fee was nominal and we thought the results were great.
However, there were some things we didn't think of when designing the stands that we now realize. If you have a table in front of the banners, then it makes the bottom of the banners a bit hard to see. So figure out EXACTLY what will be in front of the banners and what portion of the banners will be blocked from view and design them accordingly. Also, be sure to order whatever setup you decide on early. My typical “wait til the last minute to do everything” style cost us an extra $160 in shipping fees to have rush delivery done to ensure they got to us in time.
Deciding on your booth swag
While you're not “required” to give anything away at a conference, understand that giving away swag and / or holding a contest absolutely does increase the “draw” of your booth to those passing by. We decided to do custom lighters as a “free to all” giveaway. We also raffled off a “The New iPad” (such a dumb name). The entry was putting your business card in a raffle ticket drum on our table that was behind the iPad.
We had no idea what to expect as far as “how many to get” when it came to the lighters. Affiliate Summit had 4600+ attendees and we took a guess and ordered 750 lighters (we ordered our custom lighters through Promo Direct and were BEYOND thrilled with their quality and customer service). I was nervous that it wouldn't be enough, but we only went through about half of them during the show. But we thought they were a great giveaway and we saw tons of people using them the entire show.
As with the booth setup – be sure to order early. We not only had to pay for rush shipping for “flammable” items (which was close to $300 dollars) but we almost weren't even able to get them in spite of that because of something internal going on with Bic (thanks again for working some magic Jasmine!).
Additionally, if you run a contest, be honest about it. We were surprised at how many people told us they assumed we'd “probably give it to a big potential client” or simply wouldn't “really” give it away at all (do people really do that crap?).
We picked our winner at random and since she was already gone from the show (we picked the winner on the last day and didn't require the winner to be present), we shipped it to her from the Hilton Business Center before we went home. The winner, Aubrey Huber of Skyecorp, sent us an awesome thank you picture upon receiving it.
(Congrats Aubrey! We hope you enjoy it and it was fantastic meeting you at the show.)
Staffing the booth
We had three people from PushFire in attendance at the show and alternating on working the booth. I'd recommend always having at LEAST two people working your booth at all times. However, I had to speak twice and do a few meetings, so Sean and Joe worked the booth without a third person for several stretches – but we found it was best when all 3 of us were there. It allowed people to go on breaks and it allowed us to talk to more people.
Also – GET CHAIRS. We saw several booths with no chairs and staffers standing ALL DAY LONG. I'm not sure how they did it, but I can tell you it's not a position I'd want to be in. Also, if you love your team, spring for the padding under the carpet or flooring you end up using. Even if you have chairs, you end up standing a lot anyway. A LOT. (I should have listened Arienne!)
Our trade show exhibitor supplies checklist
The below were the items we ended up using or needing as a first time exhibitor. I figured I'd share it so people who may have as little a clue as I did about what they'll need might find some insight. I'm sure I might be missing a few things others might have on their “must have” list, but this was ours.
- Space to exhibit in
- Insurance per the trade show's requirements
- A popup booth, popup stands or some type of backdrop for your booth
- A table to put swag, additional signage or business cards on
- Several chairs for your team to sit on
- Booth flooring to cover the standard (and ugly) carpet used in conference halls
- Padding for underneath said flooring
- Comfortable shoes
- Pens to write reminder details on the business cards of those you speak with
- Swag to give away (if applicable)
- A container to put the swag in (if applicable)
- Giveaway item (if applicable)
- Something to store contest entries in (if applicable – we used a raffle drum)
- Custom company shirts for your staff to wear
- An ample supply of business cards for every staff member working the booth
- Packing tape to reseal any boxes you may need resealed when the show is done
The costs of exhibiting at a conference
You think about exhibiting and likely you primarily think of the cost of the booth. But if this is your first exhibiting experience, be prepared for several more expenses. Below is what we spent to exhibit at Affiliate Summit East.
I'm sharing this in hopes of showing folks a realistic first time budget. We weren't looking to “do it on the cheap” but we weren't looking to spend a fortune either. I thought our booth looked great and represented our brand well – and we did it with the budget below (we rounded any cents up to dollars to make for easy math). I don't pretend to have scoured the web for the “best deals” – that said, these were OUR costs as first time exhibitors…
- Booth space: $7745
- Last minute table, chair and carpet rental at the conference: $1260
- 6 custom logo polo shirts: $187
- 9 custom logo “girlie” shirts: $235
- 750 custom lighters to use as swag: $1288
- Container to hold the lighters: $14
- Two 47×80 popup banner stands: $820
- Various design fees: $300
- The New iPad to giveaway: $682
- The raffle drum to hold contest entries: $20
- Round-trip airfare for 2 (one of the 3 team members attending was local): $896
- Hotel rooms for the conference: $1451
- Varied miscellaneous expenses: $500
The grand total: $15,398
Some expense caveats: I would have attended the conference to speak either way (so one airline ticket and one hotel room for the entire conference duration would have been expenses regardless of us exhibiting). Two of us that worked the booth are married, and therefore we were able to share a hotel room. Our local team member only stayed one night at the hotel.
Was it worth it?
The conference was only two weeks ago and it will be several months before we're able to see the full results of exhibiting. Stay tuned for a future post on the topic. :)