TRADE
SHOW HINTS & TIPS
TRADE SHOW PLANNING - A TIMELINE FOR SUCCESS
We're often asked about the timing for planning for trade shows.
Use the following template as a guideline. The timeline - and checklist - for each show will vary depending on its size, location, type and importance.
Long-range planning (annual)
* Define overall trade show strategy based on corporate goals
* Determine which shows will help achieve that strategy
* Get information, including past attendee numbers, from event producers
* Set a projected annual budget & get approvals
9 - 12 months in advance
* Select and register for the particular show
* Visit the previous year's or a similar show if possible
* Get exhibitor packet and review for restrictions, guidelines and deadlines
* Select booth size and location
* Investigate sponsorship, speaking and other opportunities
6 - 9 months in advance
* Define primary objective for show and how results will be measured
* Choose theme to develop
* Develop trade show marketing plan
* Set preliminary budget
* Select vendor(s) for exhibit booth, clothing and promotional products
3 - 6 months in advance
* Design booth display and marketing materials based on goals and theme
* Select appropriate promotional products and booth apparel
* Confirm timelines & deadines with event organizers and exhibit vendors
* Determine staffing requirements for your booth
* Identify strategies for attracting visitors to booth
2-3 months in advance
* Develop advertising or other pre-show promotions
* Develop demonstrations, educational and other support materials.
* Prepare media kits and staff briefing packets, if applicable
* Obtain insurance if necessary
* Make transportation and hotel arrangements
* Make sure everything is on track and all orders are in
1-2 months in advance
* Review progress on all projects
* Implement pre-show promotional marketing
* Define lead capture forms and tracking systems
* Choose and train staff (behavior as well as products/services)
* Prepare packets and letters for follow up
2 weeks to 1 month in advance
* Preview exhibit and other components
* Follow up on shipping, installation, and onsite services.
* Confirm reservations for housing and transportation
* Pre-show briefings with management, product managers, staff
* Continue pre-show marketing, set up & confirm on-site appointments
1 week before show
* Confirm all arrangements
* Review goals and final points with staff
* Review "Exhibitor Do's and Don'ts" with staff
* Plan for contingencies
Showtime!
* Booth staff travels early and gets plenty of rest.
* Check booth set-up and equipment before show
* Qualify all leads, capture and score information on each
* Hand off leads to off-site lead manager for followup
* Daily debriefings with staff
To make sure your preparation will lead to sales, read:
Optimizing Time With Your Prospects - Capturing Lead Information
Welcome to our Trade Show Hints & Tips page, where we have archived many of the most essential articles from our Exhibiting Success newsletter.
Every month, as part of our "High Visibility Made Easy" mission, we share must-know information about Trade Shows and Events with our clients and contacts. Be sure to sign up now for the monthly newsletter so you don't miss any helpful tips about what you can do to make the most of every show where you exhibit.
