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No matter if it is your first or twentieth trade show exhibitor experience, having an organized checklist can ensure all essential tasks are accomplished on time for your event. Our 12-month trade show planning guide and checklist can easily be adjusted according to your timeframe requirements.
Examine how exhibiting will fit into your overall marketing and sales strategy. Take this chance to collect contact details of prospective customers, book meetings with them and generate publicity.
Identify Your Goals
Planning a trade show requires setting clear and measurable goals, whether those be lead generation, brand recognition or relationship building. Setting goals helps determine which shows best match your business – an ed tech startup may shine at CES while handmade soap makers may find more success at local consumer fairs.
As part of your event planning strategy, it is also advisable to create a checklist containing goals for the show as well as tasks before and afterward. This will ensure your team remains focused and productive as the show approaches; and will prevent any big “Oh No’s”, such as forgetting freight services to and from events or labor costs to set up, disassemble and store your exhibit.
Determine Your Target Audience
Before planning for a trade show, it is vitally important to identify who your target audience is in order to effectively deliver your message and create a more efficient marketing plan.
Conduct demographic, geographic, and psychographic research into your potential customers in order to assess their needs and preferences; this form of analysis is known as buyer persona creation – an essential aspect of successful trade show marketing.
If the event in question attracts young attendees, try designing an engaging booth tailored specifically to them. Implement interactive elements like video demonstrations or social media walls as well as selfie stations; consider including hand sanitizer on your checklist so that everyone is prepared in case any illnesses arise during the show.
Select Your Exhibitor’s Booth
Once a specific goal has been set, an exhibitor can create a timeline and checklists to ensure nothing slips by unnoticed. This will make set up and exhibition easier and smoother overall.
Exhibitors must confirm their booth location with the show organizer, and request extra space if needed to accommodate their booth and display. When choosing their preferred booth location, considerations such as proximity to amenities like washrooms, food concessions or main entrances should also be taken into account.
Before the deadlines arrive, exhibitors should fill out and submit all required forms (for instance booth order forms, shipping and material handling forms) to avoid delays or extra expenses; it would be best to complete these forms during the less costly early bird period.
Organize Your Exhibitor’s Materials
Mike suggests setting clear objectives for your sales team before entering any trade show event, whether it is meeting potential investors or gathering business cards – these individual goals must help meet larger objectives and be easily achievable.
As part of your exhibit planning process, it’s crucial to set a budget. Consider all costs related to booth materials, giveaways, staff travel expenses, hotel stays and rental cars as part of this decision-making process. Book travel and hotel rooms early when fares are at their lowest to avoid unexpected additional charges and costs at last-minute.
If your exhibit package includes electrical outlets, make sure to request them prior to moving-in. Lighting your booth can help draw more attendees towards it; bring along a bottle of hand sanitizer as germs spread rapidly in crowded rooms.
Prepare for the Show
Establish the goals and objectives for your company’s participation in the tradeshow, which will allow you to determine how best to approach it and what materials and activities will help achieve your desired goals.
Create a marketing plan to generate buzz before attending the trade show, such as sending out special staff messages and swag, offering contests or giveaways, posting teaser videos on social media, or sending teaser emails to staff members. Contact the show organizers to see if there are paid advertising opportunities such as on-site signage and program listings available to you.
Set sales team expectations that they will focus on generating leads by engaging attendees directly during the show. Create a system for collecting these leads, such as using an app to scan badges or keeping track of business cards and notes.
