DEMA Show Exhibitor Readiness Guide
Whether you’re looking to make sales, increase brand awareness, collect leads, or position yourself as a leader in the diving industry, exhibiting at DEMA Show is a highly rewarding and profitable endeavor. And with thousands of qualified buyers making plans to attend this fall, DEMA Show is the can’t-miss event of the year!
Since you’ve already taken the first step by securing your exhibit space, it’s now time to maximize your return on investment! Whether this is your first time exhibiting or you’re a DEMA Show veteran, the following guide will help you make the most of your trade show experience before, during, and after the Show.
As an exhibitor at DEMA Show, you have an unparalleled opportunity to showcase your products and services to a captivated audience of industry professionals and enthusiasts. In this section, we’ll guide you through the crucial steps and considerations that will pave the way for a fruitful and rewarding DEMA Show experience. From booth design and promotional materials to staff training and engagement tactics, the tips below will help your brand shine brightly amidst the bustling energy of this premier event.
Starting with clearly defined goals will help lead all your efforts, keep you on task, and allow you to allocate your resources effectively at DEMA Show. Make your goals specific and measurable and consider using SMART goals as a framework—Specific, Measurable, Attainable, Realistic and Timeline-bound.
How will you reach your goals?
Who will be responsible for different parts of the equation?
When will you begin executing your plan?
Where will you conduct your marketing and which channels will you use?
These are all great questions to help you start laying out your DEMA Show marketing plan based on the goals you established earlier. Organizing your plan will also help you determine your marketing budget and which promotional tools you want to implement, including
DEMA Show sponsorships, which offer immediate brand recognition and open up sales opportunities with new customers.
At this stage, you’ll also want to draft a timeline to for executing your DEMA Show marketing plan and begin designating roles for your team. One of the first items on any show timeline is to announce your plans to exhibit and promote your show floor presence to current and prospective customers (another great time take advantage of
sponsor packages, as they keep your brand front and center before, during, and even after the show).
When you were drafting your overall plan, you likely considered the channels through which you would promote your presence at the Show and the products or services you intend to showcase, and now is the time to dig into this a little deeper.
Your pre-determined goals and objectives will help you decide which DEMA Show opportunities will best help you achieve the results you want. And while you should continue utilizing your own marketing channels, the most successful exhibitors implement a strategy that includes both internal and external DEMA Show resources, including:
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Author’s Corner: If you’ve authored a diving-related book that the industry needs to know about, this is an incredible and unique marketing opportunity!
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Exhibitor Show Specials: Everybody loves a deal—and if you’re planning to offer one, two, three, or more, DEMA Show will help you by marketing it to ALL attendees so they know exactly which booth they must visit!
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New Product Showcase: If you have plans to launch a new product or service at DEMA Show, this is an opportunity you simply can’t afford to miss!
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Resource Center Snapshot Sessions: As an exhibitor at DEMA Show, you also have the rare opportunity to provide a snapshot session for attendees—deadline to participate was August 7, 2023. If you missed the deadline this year, make a note and sign up early for DEMA Show 2024 so you don't miss out!
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Silent Auction: This is a great way to get added exposure for your brand while giving back. Auction items will be displayed on-site with bidding taking place during the first three days of the Show. All proceeds will go to DEMA’s member assistance programs.
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Sponsorship Packages: In addition to the specific perks assigned to each sponsor package, all DEMA Show sponsorships include your logo listing and media link on the DEMA Show website, in the event App, in attendee emails and bulletins, and in on-site signage, drawing extra attention to your brand 24/7 before, during, and even after the Show!
In addition to the opportunities above, make sure you’re using all the DEMA Show resources available through the
Brand Center. These tools can be customized for your brand and booth to get customers and prospects excited and engaged before the Show even begins!
Also be sure to follow DEMA Show on social media and stay engaged by sharing, commenting, and reposting content with your own unique spin. And don’t forget to step up your own social media marketing! Create fun and exciting content leading up to DEMA Show by giving teasers of what you will have in store for attendees or going behind the scenes as you prep your booth or swag.
To ensure a successful show, it’s important to have all the bases covered when it comes to booth logistics.
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Determine your booth plan: Will you rent, build, or re-use existing structures? When planning your booth, make sure to consider accessibility, visibility, and your location on the show floor. And to stand out from the crowd, you'll want to ensure your booth is visually appealing, aligned with your brand, inviting to attendees, and functional for both visitors and staff. Use attention-grabbing signage, banners, and lighting, and consider interactive displays, product demos, and multimedia presentations to capture attendees' attention and help them better understand your offerings. Remember to organize your booth layout for easy flow and navigation, and create spaces for discussions, demos, and private meetings if needed. This is a good time to look back at your goals and make sure you’re highlighting the right products/services and meeting the wants and needs of the audience while creating an in-booth experience that will not only draw people in but keep them there for more than a few minutes.
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Technology Setup: Ensure all your technical equipment, such as screens, projectors, and demo setups, are functioning smoothly before the event starts.
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Comfort: Keep the comfort of both your staff and visitors in mind when planning your booth design. Provide seating, refreshments, and a welcoming environment.
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Ordering Booth supplies and services: Make note of the Show’s official contractors and order any booth furnishings, equipment, or services needed by the deadline.
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Logistics and Shipping: Coordinate logistics such as shipping your booth materials, product samples, and any equipment you'll need. Confirm any shipping needs and requirements, and if possible, ship early to avoid any unexpected delays. When planning, keep in mind that surprises do happen—you’ll want to have a backup plan at the ready in case of delays or damage.
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Key dates and deadlines: Make a list of all important dates and deadlines around DEMA Show and consider adding reminders to your calendar so nothing gets missed. Tip: use our key dates and deadlines checklist in your Exhibitor Services Manual for a quick at-a-glance reference.
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Review DEMA Show Policies: Read and review all DEMA Show rules, regulations and FAQs, and keep a list of DEMA Show contacts handy so you’re aware of the basic event information and know who to contact when you need them.
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Review your budget: Make sure to include travel, exhibit space rentals, show services, marketing giveaways, promotions, sponsorships, etc., and be sure to earmark additional funds for miscellaneous needs that may arise on-site.
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Make travel arrangements: Book travel for anyone who will be attending and be sure to use the DEMA Show hotel block and travel deals to maximize savings! Tip: some discounts have limited-time offers so book early to save!
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Prepare Marketing Materials: Prepare a range of marketing materials, such as high-quality brochures, flyers, business cards, and items that provide relevant information about your products/services. Make sure these materials clearly reflect your brand identity and are easily accessible to visitors.
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Promote your Presence at DEMA Show: Use social media, email, website, SMS, etc. to let your audience know you’ll be exhibiting at DEMA Show. Use the custom DEMA Show graphics to help spread the word and start creating a buzz leading up to the Show. Share teasers, event details, and sneak peeks of what you’ll be showcasing to help build anticipation.
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Giveaways and Contests: Consider offering small, branded giveaways or hosting contests to attract visitors to your booth. Make sure these items are relevant and useful to your target audience. And be sure to share your promotions with DEMA Show so we can help spread the word to all attendees!
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Designate and Train Staff: If you have a team, assign specific roles, such as greeting, demoing, and lead capture, to ensure smooth booth operations. Your booth staff should be knowledgeable, approachable, and well-trained to answer questions, engage in conversations, and handle various attendee interactions professionally. Equip them with the product knowledge, effective communication skills, and friendly demeanor your brand embodies.
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Dress Code: Ensure booth staff is dressed appropriately and in alignment with your brand's image by reviewing the expected dress code with them well in advance of leaving for the Show.
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Elevator Pitch: Prepare a concise and compelling elevator pitch that clearly communicates what your company does and why it's valuable, and make sure all booth staff have an elevator pitch at the ready.
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Pre-Show Meeting: Schedule a pre-show meeting with all booth staff and any company representatives who will be on-site or handling logistics to review show schedule, priorities, and activations, and conduct any pre-show training to help set your team up for a fruitful show.
To amplify your preparation and prevent last-minute scrambling on site or after the Show, take some time to consider the following questions in your pre-show planning.
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What is our post-show follow-up plan? Develop a post-Show plan for following up with leads, sending thank-you notes, and nurturing potential customers who show interest on site. Knowing this in advance will help ensure you are collecting the right info during DEMA Show.
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How will we collect contact information? Decide on the system you will use to collect attendee contact information, such as a lead capture app or physical forms. This will help you follow up with potential leads after the Show.
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Are there any important meetings we want to have? Reach out to potential clients, partners, or leads in advance to schedule meetings during DEMA Show. This ensures dedicated time for meaningful conversations.
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Do we have backup supplies? Carry extra supplies like stationery, charging cables, and basic tools in case of any unexpected needs arise.
The success of your DEMA Show participation largely depends on the effort you put into planning, execution, and engagement. With thoughtful preparation, you can achieve your goals and have a little fun at the same time! Scroll up for more tools and tips to use while on-site at DEMA Show.
Once you’re on-site at DEMA Show, it’s time to put all your planning into action! Your activities and interactions are crucial for ensuring a smooth operation while making a lasting impression and achieving your goals. Below are some tips for maximizing your impact during the show.
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Focus on Attendees: Greet visitors with a smile, initiate conversations, and be prepared to provide information about your products and services. Ask open-ended questions to understand their needs and tailor your responses accordingly. Above all else, put attendees' needs first. Practice active listening and offer solutions that align with their interests and challenges. Manage your time effectively by spending an appropriate amount of time with each attendee—don't monopolize their time, but also don't rush them.
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Body Language: Maintain positive body language. Stand attentively, make eye contact, and avoid crossing your arms, which can appear closed-off.
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Booth Etiquette: Avoid clustering with your colleagues. Give attendees space to enter and feel welcome. Avoid sitting down whenever possible or appearing disengaged. Stand near the aisle, ready to engage with passersby. Keep your booth (and yourself) tidy throughout the event. A clean and organized booth reflects professionalism.
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Engaging Presentations: If you're giving presentations, workshops, or talks, keep them engaging, informative, and concise, and leave time for questions. Often times, the Q&A portion is the most engaging and lucrative part of the presentation.
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Promotional Items: Use giveaways wisely, offering them after a meaningful conversation, as a thank-you for stopping by your booth, or as an incentive to drive traffic to your booth and get them to stay there longer.
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Interactive Demos: If you're offering product demonstrations, involve attendees actively rather than simply presenting to them. Allow them to interact with the product and experience the benefits and features for themselves. Remember—when people physically experience a product or service, they subsequently experience an emotional response, which affects their decision-making when looking to make a purchase.
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Qualify and Collect Leads: Not everyone who visits your booth will be a potential lead. Ask qualifying questions to determine if there's a genuine interest and need for your offerings. Use the lead capture system you selected during your pre-show planning to gather attendee information and make sure you get accurate details for effective follow-up. Jot down key points from conversations, which will be helpful when following up after the Show.
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Technology Assistance: If you're using technology, ensure your booth staff is proficient in its use and can troubleshoot minor issues on the fly, allowing you and your team to stay focused on what you came here to do.
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Networking: Engage with attendees and fellow exhibitors. Establishing connections within your industry can lead to valuable partnerships, collaborations, and even potential customers.
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Stay Energized: While exciting, trade shows can be tiring. Stay hydrated, take short breaks when needed, and maintain your enthusiasm.
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Have Fun: Remember to enjoy the experience! Trade shows are incredible business opportunities but they’re also meant to be fun. Plus, enthusiasm is contagious and can attract more visitors to your booth.
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Curate Photo and Video Content: Take photos and videos during the event to share on social media and your website. This can not only help grow your audience during DEMA Show but also extend the life of your participation long after the Show wraps.
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Social Media Updates: Continuously share updates about your experience on social media and use event hashtags and tag relevant individuals or companies to widen your reach.
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Respect Competitors: Be respectful to neighboring exhibitors, even if they're competitors. Maintain a professional attitude and avoid negative comments.
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Problem Resolution: If any issues arise, like technical glitches or attendee concerns, address them promptly and professionally.
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Follow Your Plan: Stick to your pre-show plan but be flexible enough to adapt based on real-time feedback and attendee engagement.
DEMA Show is an opportunity to build relationships and showcase your brand. Each interaction contributes to the overall impression attendees have of your company. Stay focused, attentive, and enthusiastic throughout the event to help ensure your brand is recognized and remembered the way you intended. Scroll up for post-show exhibitor tips.
The period after DEMA Show wraps is just as important as the event itself. It's when you solidify relationships, follow up on leads, and evaluate your performance. Use the tips below to make the most of the post-show phase.
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Organize and Nurture Leads: Sort and categorize the leads you collected based on their level of interest and potential to help you prioritize your follow-up efforts. Keep in mind that not all leads will be ready to buy immediately. Create a nurturing strategy that provides ongoing value and keeps your brand top of mind in the months that follow.
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Set Next Steps: Clearly communicate the next steps in the sales process or engagement with your leads. This helps manage expectations and keeps the momentum going.
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Follow-Up Promptly: Within a few days after the event wraps, reach out to the leads you collected. Send personalized follow-up emails or make calls to continue the conversation and address their wants and needs.
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Personalize Communications: Reference specific discussions or interests from the show to demonstrate that you were attentive and that you value the connection.
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Provide Value: Offer something of value in your follow-up, such as a relevant resource, an exclusive offer, or a solution to a problem they discussed with you.
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Address Questions: If attendees had specific questions you promised to address later, make sure to provide thorough and accurate answers.
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Utilize Multiple Channels: In addition to email, consider connecting through social media, phone calls, or even direct mail to stand out from the digital noise.
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Collect Feedback: Consider reaching out to attendees who visited your booth and ask for feedback on their Show experience. This information can help you improve future engagements.
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Thank Booth Visitors: Send thank-you notes to booth visitors, especially if you had meaningful interactions, and express gratitude for their time and interest.
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Follow Up on Partnerships: If you discussed potential partnerships with other exhibitors, reach out to explore collaboration opportunities.
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Stay Connected: Maintain and strengthen the relationships built at the event by continuing to connect with the contacts you made at the trade show on social media or through your business network.
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Stay Active on Social Media: Continue engaging with attendees and sharing valuable content related to DEMA Show, the Show theme, or the industry even after the Show wraps.
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Share Content: If you captured photos or videos during the Show, continue sharing and re-sharing them on your social media platforms, website, or email newsletters.
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Measure ROI: Evaluate the success of your trade show participation by measuring metrics like leads generated, sales closed, engagement levels, and ROI, and compare it to your Show-related expenses. And since some buyers aren’t ready to buy immediately, you’ll want to continue measuring the results over the next several months to get a true analysis.
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Gather Feedback from Team: Hold a post-show team meeting to discuss what worked well, what didn’t work well, and what could have been done better. Make sure to request input from all those who contributed to the production, as each individual probably encountered distinct experiences that could be quite valuable. Use this feedback to refine your approach for future shows.
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Evaluate Goals: Compare your trade show outcomes to the goals you set before the event. Celebrate successes and identify areas for improvement.
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Update Database: Ensure all lead information is accurate and up-to-date in your customer relationship manager (CRM) for easy tracking and ongoing communication.
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Analyze Conversations: Review your booth staff's notes on conversations to identify common questions, concerns, and interests. Use this data to refine your messaging.
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Plan for DEMA Show 2024! Use the information above to start planning your strategy for the next show. Budget for any value-added promotions, advertising, and sponsorship opportunities ahead of time so you get extra bang for your buck.
A successful trade show experience involves thorough planning, active engagement, and strategic follow-up. Each phase is interconnected and contributes to the overall effectiveness of your trade show participation. For additional resources to help you make the most of your DEMA Show experience, visit our Exhibitor Resources page.
A NOTE ABOUT ATTENDEE LISTS: DEMA does not sell or otherwise provide a contact list of DEMA Show attendees to any business or DEMA member. If you receive a solicitation to purchase a DEMA Show attendee list be advised that it is not an official or sanctioned list from DEMA, and may not be genuine or accurate.