Turning the ATA Show into a full week of festivities creates new and exciting opportunities for exhibitors, but you can’t just show up and see what happens. You need a plan.  

With the ARRO and NABA shows taking place the day prior to the two-day ATA Trade Show, exhibitors participating in all three shows can capitalize on cost efficiency. By the time the ATA Trade Show opens, many exhibitors will already have completed two order-writing shows. But the ATA Trade Show is a different animal—larger booths to accommodate full product lines, enough sales staff to support retailers and the costs that go with it. So, what’s your plan for a successful show? 

It starts with determining why you’re there. What does success look like for you? Are you focused on the volume of orders you write, the number of new accounts you sign, connecting with as many current accounts as possible, gaining media exposure, showcasing your newest products, or something else? Whatever your goal is, being intentional will help you make the most of the two days in front of 600 dealers. 

Here’s a must-do list of recommendations for getting the most out of every hour of the two-day ATA Trade Show and the two-day Archery & Bowhunting Supershow. 

ATA Trade Show

– Promote your presence in advance. Let your accounts know you’ll be there and highlight your offers so they will come prepared to visit your booth.

– Schedule meetings with your top accounts ahead of the show to avoid missed opportunities.

– Train your booth staff not only on your special offers and areas of emphasis, but on opening questions so you can pre-qualify buyers right away without wasting time on someone that is not a decision maker or influencer. 

– Calculate the cost of your presence at the show and divide that by the number of open show hours. That sting is the cost per hour your booth staff needs to cover. Booth staff training should ensure your staff stay engaged so you are not paying staff thousands of dollars to check their email or chat with each other.

– Bring more than salespeople to the show. Allowing your product designers and engineers to talk with your retailers and answer their technical questions is empowering for both. And don’t overlook how motivating it is for your retailers to meet and chat with the company president or owner. Make sure your retailers know how important they are, thank them for their business and send them home motivated to sell your products. 

Archery & Bowhunting Supershow 

Thousands of archery and bowhunting enthusiasts will be on-site Friday and Saturday for the Archery & Bowhunting Supershow. No one can market and promote your products better than the people who design and use them daily. So, what’s your plan? Don’t just let attendees handle your products, have a plan to engage them.

– Drive traffic to retailers. Offer incentives redeemable at local archery shops to boost loyalty and support your dealer network.  

– Give coupons for a free hat or T-shirt when attendees provide proof of purchase from a local retail shop.

– Build your consumer prospect list by offering a giveaway. Or, if you plan to have products in the Featured Product area during the Trade Show, donate them to the raffle during the Supershow and you’ll receive the names and email of every consumer that bought a raffle ticket. 

 – While sales are not prohibited on the show floor, if you have a dealer network, consider limiting your sales to hats, T-shirts and decals. You’ll attract your brand loyalists, offset some show expenses and preserve your dealer relationships. 

 – With the NFAA Rushmore Rumble and S3DA Indoor Open running concurrent to the Supershow, there will be a good mix of target archers and bowhunters so make sure you come prepared for both interests. 

 – Both shooting events will bring a large number of youth archers and their families. How will you market to the kids? How will you market to their parents? Tchotchkes, low-dollar giveaways or interactive games may attract kids and families to your booth and contribute to the “coolness” of your brand. 

 – Nothing beats the ability to demo your product, whether that’s in your booth or your shooting lane. Come prepared to offer demos to help close the buying decision. 

For exhibitors, ATA Show Week offers four shows over five days to retailers and consumers, target archers and bowhunters. The cost efficiency of one shipment, one booth set-up and one staff travel expense is exactly what exhibitors have been asking for. But your success will still depend on your ability to prepare properly and execute your plan.