Having a systematic way to approach preparation for an attorney trade show will ensure you are well-organized. One time I got half way to an exhibiting site, which was in Atlantic City about 2.5 hours from my office. I stopped to pick up a legal nurse consultant who was my employee. When I casually looked in the back of the car there was no display unit! My office staff, who packed my car for me, forgot to put it in. After that we created a checklist. I required my staff to use it before every exhibiting experience.
Preparation for an Attorney Trade Show: Set Up
Set up typically is done the night before if you are going to an event that is lasting more than a day. If you signed up for a one day program you’ll be setting up early in the morning. If you are attending a multi-day event the best time to set up is the night before, when you can do it in a non-hurried way.
Make sure you have plenty of time to set up so you are not feeling pressured. I’ve seen exhibitors come in the morning of a show without giving themselves enough time and they’re still unpacking while the attorneys are beginning to visit the show. It’s prime time, when people first get to the conference, when they wander around and talk to exhibitors. The last thing you want to be doing is still unpacking, crawling under the table in your booth and setting your exhibit!
It’s important to know what type of help there’s going to be at the other end. If you’re exhibiting at a hotel, the bellmen are happy to assist you unload your car. A $5 tip is usually all they require to be all smiles and helpful. They will load your boxes and your units onto their cart and whisk you away.
However, when you are in an area that does not have bellmen you may need to bring your own cart. Be sure you know how to use it. It’s deceptively easy to manipulate. However, I have a vivid memory of my assistant knocking the cart over on a street in Philadelphia right at a traffic light. It’s pretty amazing to watch a line of cars freeze because they see a cart and boxes all over the street they wanted to be driving on. That was not our finest hour.
You will get a table as part of your booth set up. Make sure you put all of your things under the table, out of sight. Don’t leave anything on top of the table. They may disappear overnight.
If you’ve got free standing panels, you may have some storage space behind there but don’t bring more than you can store because you don’t want to have a bunch of boxes sitting in your booth.
The table should be parallel to the side pole, if the exhibit area has poles separating spaces. That’s so people can see your booth as an open area that is comfortable to walk into. You can imagine that if this table were parallel to the back wall it would create a barrier. You would be standing behind a barrier and people generally don’t want to breach the barrier in order to talk to you.
When you have a table on one side and you move the chairs over to the other side, you have an open area where people can stand and talk. If an attorney wants to sit down and speak to you, then sit in the seats.
Preparation for an attorney trade show includes many parts, from booth set up to planning how to start conversations and collect business cards. When your physical environment is correct, you’ll be more relaxed and able to focus on the attorney standing in front of you.
How to Profit from Trade Shows – Secrets of Success
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What We Covered
- Secret #1: How to quickly capture attorneys’ attentions to draw them into your booth
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- Secret#3: How to turn a business card into a successful sale
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