Parachutt" Inilustrl lssricirltim - Parachute Industry Association

freight and labor costs down.
. lt may be advisable to rent these items: carpet,
chairs, wastebaskets, ashtrays, display tables.
Revlew and documentatlon
lf you plan to be in business more than ayeat,
perhaps the most important part of every trade
show merchandising effort comes alter the show.
That's when you review and document the show
with your staff: number of leads generated,
number of sales made, booth traffic conditions
related to promotional efforts, weather (yes, the
weather), and anything else that has an effect on
or is in response to your trade show effort.
This information is invaluable in planning lor
next year, and especially in following up this
year's show.
The end result of a trade show should be orders
and/or leads. Rapid followup is essential. lf prospects
aren't contacted in two weeks or so, you've
probably blown it.
People who spend the time and money to come to
the show and stop by your booth should be valid
prospects. But your personnel must learn to
qualify these leads to find out exactly who to contact
at a given firm. Post-show review and documentation
helps in all these areas.
Eased on contributions by aob Gillespia, Giltespie Oecats, lnc.,
Portland, Oregon.