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If you have been in the computer business for any time, you know just how competitive it is. There are always new technologies to get people excited, and everyone is trying to compete for attention. This is particularly true when it comes to computer trade shows – while they are a great way of promoting your latest product, everyone else who is attending has exactly the same goal. However, if you do your homework and do the right things, there is absolutely no reason that you shouldn’t come out on top.

CRM expo
The first thing to do is to make sure that you’re going to the right show. Computing means many different things to different people, so you need to confirm that the event is focused on your type of product. For example, there is no point in going to the Consumer Electronics Show if you are trying to sell the world’s most innovative new CRM software. That may seem pretty obvious, but many computer and software companies end up exhibiting at the wrong type of event every year.

To figure out if a show is right for you, look at the exhibitor list from last year. If you recognize the names as companies in your market, then you are on target. If not, then look for another show. Also, even if the focus looks right, you need to check that the right sort of visitors are going to come. Ask the organizer of the show for information about the type of people who attend, as well as how many have shown up for the last several years. If the profile doesn’t match who you want to meet, or if the numbers have been going down, then it’s probably time to back away.

exhibiting-successfully-at-computer-trade-shows2Once you are at the show, you need to ensure that potential customers notice you. This starts with your booth design. Use bright, clean graphics with interesting imagery that is visually appealing – and avoid covering your booth with lots of text that nobody can read. Use lighting, dynamic video displays and other techniques to draw attention – but try not to go overboard so that people are put off. Also, do something so that people notice your booth even when they are halfway across the tradeshow floor – one good way of doing this is putting up a big, colorful banner in front of your booth. It’s fairly economical to have one printed up with your company logo, particularly if you order online from a supplier such as

Finally, let people know that you are at the show before they even come in the door. For example, if you have the money, become a show sponsor or even have your name printed on the literature bags that every attendee gets. Another good idea is to use social media at the show – for instance, set up a Twitter feed with information about your company, as well as useful news about what is going on more generally at the show.