Back in my days of IT and help desk support one of our biggest responses to people’s questions was RTFM (Read the F’ing Manual)–this was not actually said out loud but in our heads or while the user was on mute. Modern technology has replaced this initialism with JFGI (Just F’ing Google It). But in trade shows RTFM still applies. The “M” I’m referring to is your exhibit manual.
Smaller exhibitors who do not have a dedicated Trade Show Manager are the worst offenders. The person responsible for filling out the paper work has not taken 30+ hours of classes on exhibiting. They are also responsible for a whole lot more at their company than just filling out trade show paper work. They sign up for exhibit space and are suddenly faced with a 450 page manual with at least 100 forms in which it is likely that about 3 of those forms apply to them.
But there is valuable information in that manual that can either cost you, or save you thousands of dollars depending if you’ve read them it or not. Anything from early bird discounts, to instructions on shipping, to union rules (can you set up your own exhibit or do you need to contract for labor), to fire code rules and the fact you have to prove your booth is flame resistant. So I know it seems a bit overwhelming but you need to spend some time flipping through that manual and flagging the pages that are appropriate to your exhibit. Need help? Reach out to the show exhibit manager and ask them what parts apply to you. Or, reach out to your exhibit house and ask them for help. They know what to look for.
Show managers, can we please try to help these people? First let’s begin by speaking in clear terms. Perhaps we can create different manuals for different types of exhibitors. Maybe a webinar explaining the manual to those new to exhibiting and smaller exhibitors who don’t know what drayage is and why it matters. Have your mother or favorite waiter go through the sign-up process to exhibit and see if they struggles with anything. Now give them the exhibit manual and see what their reaction is.
You may also enjoy The High Cost of Trade Show Mistakes (PDF)
UPDATE: This just came to my attention via twitter from my good friends @plannerwire and @escapenova. ICCA AND LEIPZIG MESSE ISSUE WARNING ABOUT EXPO GUIDE. It looks like these scoundrels are up to it again. This is another reason to carefully read communications from your show manager. This company contacts unsuspecting exhibitors to sign contracts for bogus show floor guides. They say it is a free listing but the find print shows you are signing a contract for $1000 or more. These people have nothing to do with your show. Please read these offers very carefully and when in doubt call your show management. If a request does not come in with the show e-mail address or letterhead beware.
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Its sad but true the exhibition industry preys on the uninformed, I have seen some exhibitors pay outrageous sums of money due to the fact they didn’t read the Exhibitors Manual nor did they do much pre planning to ensure they had all their needs satisfied by lower cost vendors. Instead they get involved in these “rock and a hard place” situations that local vendors take advantage of.
Read your Exhibitor Manual! Know your options. And good luck out there!