Get the most out of you next trade show!
Why should you exhibit at a trade show? Brand awareness? Generate leads? Build partnerships and see existing clients? There are many answers to this question and you may agree with one or more of them.
Becoming an exhibitor requires an investment of time, creativity and money. You’ll want to maximize your investment by having professionally printed signs, banners, table covers, promotional materials, quality giveaway items and a well formulated plan. Planning ahead is the key to your success. We’ve created a 6-Month Trade Show Planning Checklist to help you keep track of the important details as your date approaches. Download a printable version of the checklist here, no email required.
Trade Show Planning Checklist
6-12 Months Out
- Determine which trade shows to participate in
- Determine the goal of exhibiting (brand awareness, generate leads, etc.)
5 Months Out
- Set your budget
- Review booth size & exhibiting guidelines
- Determine items needed for booth setup
- Full custom build or packaged display units
- Signs, banners, table covers
- Products/service displays
- Research technology needs (iPads, TV monitors, power, etc.)
4 Months Out
- Determine booth staffing
- Develop sales plan
- Identify promotions & giveaway items
- Produce literature & marketing materials
- Determine plan to drive traffic to booth (ie, high value drawing)
2-3 Months Out
- Review exhibitor guidelines
- Make airline, hotel, car reservations
- Reserve any additional meeting space for one on one meetings
- Order staff badges
- Develop briefing packet for booth staff
1 Month Out
- Review final booth setup
- Confirm booth setup and tear down schedule
- Prepare materials for shipping
- Hold pre-show briefing meeting
Trade Show Site
- Check on shipment arrivals
- Confirm meeting room reservations
- Check on electrical setup if needed
- Hold pre-show briefing
During Show
- Ensure booth is staffed at all times
- Host one on one meetings as scheduled
- Collect lead information
- Distribute marketing materials & give away items
- Conduct high value drawing
After the Show
- Send thank you notes & emails
- Follow up on all leads
- Add leads to Marketing Automation/CRM system
What trade shows and events do you participate in? Do you have a particular strategy that has worked well for your company?
For the sake of brand awareness, I should probably rent a trade show exhibit location. I think I’ve determined the goal of the exhibit that we plan to have, so all I have to do is to find a good company that will let us have it. Thanks for adding that we have to set our budget for it so that we’ll be able to save money as well.