At the recent TACVB (Texas Association of CVBs) annual conference in Lubbock, my business partner Becky McCray and I negotiated a trade show booth for our Tourism Currents online course in social media for tourism as part of our speaker fee.

The only problem was that we had never put anything in our marketing budget for booth decorations or signs. We’ve never planned on doing trade shows; such events are probably one of the most expensive ways to market (booths often cost $500 and up) and our network seems to be building pretty well via word-of-mouth, social networking, current customers and our speaking engagements.

How could we put together something engaging without looking, well, cheap and pathetic? We’re a startup, but we have some pride! We decided to shop my stash of personal possessions for decorations, and not sweat the small stuff.

I did my homework as a booth newbie, reading an old article that I’d torn out of Inc. magazine and saved just in case I ever needed it – How to make the most of trade shows.  A quick trip through the article archives of the TSEA (Trade Show Exhibitors Association) was also helpful, and I like Make Your Booth Stand Out at a Trade Show from The Entreprenette.  

We didn’t need to get too fancy with the booth, but it did need to be eye-catching and we needed something to fill physical booth space since our main product is online training.  I looked around my house for things to use; as a globe-trotter, I’ve done a lot of shopping over the years and have figured out how to find travel souvenirs when you’re on a budget.

Here’s what we did:

***  Assess what was already provided. We would have a skirted 8 foot long table, head sign with our company name, two chairs and a waste paper basket.  There was power available.

***  Put things where they make sense. I pulled the table back into the booth about 2 feet so that I could stand in front of it. I never used the chairs because it’s best to stand up to chat and engage with your visitors.

***  Pick a color scheme.  Our Tourism Currents website has a lot of blue in it, so I brought my blue-and-white patterned table runner (originally purchased at Pier One) and two blue tablecloths – one from Kenya, one from Egypt to fit the conference travel/tourism theme – to drape over one of the chairs and over one side of the side drapes. I wore a bright orange jacket and white pants; you couldn't miss me from the trade show floor.

***  Fill empty space.  I brought a large, tall blue-and-gold cloth umbrella that I’d bought years before on a Navy port visit to Bali, Indonesia. When opened, it looked festive, matched the color scheme, fit the travel/tourism theme and drew a lot of interest. I was also going to buy and blow up a bunch of blue balloons at a local grocery store to fill space, but the umbrella did enough.

***  Give people something to fiddle with.  I used what I had – my bag full of tech accessories became a “Geek Gear” display. Many people picked up items, looked at them and asked questions about my external webcam, pocket video camera, tripod, Skype headset, etc. I had to trust that the gear wouldn’t walk off, and none did, but you have to know your audience. I also set out a bowl of Werther’s hard candies brought from home, guarded by a small plastic Japanese Godzilla doll just for fun.

***  Nice colorful flyers (mostly blue) run off at a Lubbock FedEx/Kinko’s were our only out-of-pocket expense:  $38.32 for 60 of them, which was about 30-40 too many. Becky designed the flyer to include course information and a discount code for the TACVB event, plus some info and another code for our upcoming tourism workshop at BlogWorld and New Media Expo on October 14.

***  Stack of business cards.  I already had plenty, made by moo.com, which lets you do a lot of customizing and use many different photos on the backs.

***  My laptop, with tabs already open to our Tourism Currents course details page, our Facebook Page and our Twitter stream.

That was it.

The most important thing I did – besides chat with people who came by the booth that day – was to follow up the next week via email with everyone who had left me a business card.

And yes;  it resulted in new paying customers for our business. 

(Note: this post was adapted from a similar one on my Sheila's Guide to the Good Stuff blog, about social media/tech and tourism)