Tradeshows can be a potent marketing tool. In fact, a 2018 survey by the Center for Exhibition Industry Research indicated 99 per cent of exhibitors found unique value in tradeshows that could not be delivered by other marketing channels.

Nonetheless, the cost of travel, transporting display booths and paying for display space, as well as feeding staff on the road and wooing customers can be high. Here’s how to maximize your return on investment:

1. Think ahead.

When you register early for tradeshows you can generally take advantage of discounted early-bird rates. And by booking flights and rooms months in advance, you’ll guard against rising travel costs and ensure room blocks don’t sell out. Finally, make sure to notify any attending team members so they can block off the travel dates.

2. Plan your campaign.

Do you need to create a booth, order giveaways or print product sheets? Waiting until the last minute will only cost you money.

3. Do your research.

Tradeshows can often provide you with a list of attendees — sometimes for a fee and sometimes for free. Knowing who is attending will help you target potential clients.

4. Schedule meetings in advance.

Relying on walk-by traffic may not give you the best bang for your buck. Instead, reach out to prospects via email to arrange meeting times at the show.



5. Get everyone on the same page.

Make sure every member of your tradeshow team knows your goals and expectations for the show and has access to necessary materials and information.

6. Put your booth in good hands.

Tradeshows can be hectic. The last thing you need to worry about is whether your booth and materials will arrive on time and intact. Tradeshow transportation is a service best left to a company you can rely on, points out David Morgan, Manager of Tradeshow and Household Services for Old Dominion Freight Line (ODFL). “Choose a company that can securely transport your show materials wherever you need them to go,” he advises.

Take the stress out of tradeshow delivery “Tradeshow transportation is a unique service,” says David Morgan, Manager of Tradeshow and Household Services for Old Dominion Freight Line (ODFL). “Our role at OD is to take some of the stress out of tradeshow logistics by ensuring our customers’ materials get to them on time and without any damage.” ODFL Expo Services begins by offering advice on how far in advance to ship, Morgan says. Then — before a pick up — customers simply have to clearly mark their tradeshow materials and Bill of Lading with the booth number and contact phone number and the “arrive by” date. Morgan suggests removing any old shipping labels. “They can create confusion,” he explains. Once your materials have been picked up, the driver will double-check your show information while in transit. “If there are time-specific requirements, we may set appointments or communicate with the service centre at the delivery point to make sure the booth and materials go out on a certain time or date,” says Morgan. “But the customer doesn’t have to worry about it — we guide it through the system or reach out to the customer for additional information, if needed.” You can take the load off your tradeshow team by scheduling the return shipment of your booth in advance, says Morgan. This is a big help for booth workers who may have no experience with freight shipping. But if you haven’t managed that, at least make sure your tradeshow warriors know they must complete the material handling form on the last day of the show, return it to the show’s service desk and arrange for a pick-up. Choosing a freight carrier to transport tradeshow materials? Morgan suggests checking references and talking to people who’ve used the carrier before. “Trucking is a small world,” he says. You’ll also get an idea of how the carrier does business by “how friendly people are and how willing they are to help you learn.” One last consideration: there are advantages to using a freight carrier that acts as a one-stop shop for all your freight needs. “If our Old Dominion customers already have discounts set up with us, they apply to tradeshow shipments too,” Morgan points out. For a rate quote, contact OD Expo Services at trade.show@odfl.com, or call 1-877-358-6918. Each service is available within Canada and also as part of a complete set of service solutions for trans-border shipments to and from the U.S.