We were excited to see the new exhibitor pavilion at Fresh Summit 2013 in New Orleans and again in 2014 in Anaheim. Whether it’s your first or your fifth year as an exhibitor at Fresh Summit, exhibitors have a rewarding experience ahead of them, but it takes plenty of work and adequate planning to get the most out of your presence at the show.

In our opinion, the ultimate goal for any exhibitor is to drive traffic to the booth. At Fresh Summit, there are over 1,000 exhibiting companies and more than 18,500 people walking the show floor. For this show, it is imperative that fresh produce marketers put their best foot forward when it comes to creating and hosting an impactful and memorable booth.

Listed below is a short list that will help exhibitors establish the fundamental framework for establishing their company’s presence and maximizing booth traffic during Fresh Summit this year and beyond.

1. Eye Catching Booth Structure – Studies indicate that exhibitors have less than 3 seconds to visually connect with a tradeshow attendee with booth graphics on the tradeshow floor. For a 10 x 10 booth, the graphics that you should consider for your display should be large, clear and indicative of your company’s main product or service.
2. Impactful Messaging – The story you tell in your booth is just as important as the graphics. Key messages should be prominently displayed so attendees can quickly assess if the value you are offering is an asset they are looking for.
3. Consistent Branding – Where ever your brand is present and visible within your booth, make sure that it is consistent. From booth staff shirts to business cards and booth graphics, the logo and message should be concise and memorable.
4. Available Business Cards – Speaking of business cards, don’t forget them. These are a key tool in helping attendees remember who they spoke to during the show. Have plenty available and place them near the aisle so that anyone passing by the booth can grab them.

*Bonus Tip: Business cards don’t have to just be informational, they can be promotional too. Take advantage of cost effective printing solutions and customize your Fresh Summit business card with your show messaging or a special area to make a quick note.

1. In-Booth Meeting Space – Are you wondering where you are going to set that business card holder? We recommend you rent a high top table and 2-3 chairs for impromptu meetings. This provides a more comfortable setting for longer conversations and deeper engagement with your customers.
2. Product Display or Samples – Large scale product displays are not feasible in limited space, but it’s a good idea to have some tangible examples to further illustrate how you differentiate your products from your competition. Tradeshows are all about showcasing your company and your products are integral to reaching that end goal.
3. Prepared Booth Workers – Educate and equip your booth staff with key messages about the company, products and services that are most important to your target audience. Set clear goals so that you can easily measure your team’s effectiveness later as new business closes. No matter how prepared you are your company’s ultimate tradeshow success rests on the collective shoulders of the team you have in attendance. Prepare them and hold them accountable.

Now it’s time to get these 7 marketing musts implemented. We recommend you establish a micro team of 2-3 individuals and keep them focused on preparing your company for a highly successful and profitable show.

Tweet to @TheCoreBlog using #FreshSummit to send us your booth number and we’ll stop by during the show to take a look at your hard work.