Planning a Successful Trade Show

Planning is Crucial to Success with Your Upcoming Show

Feb 8, 2007 Brenda Keener

Trade shows bring together in one location many of the key people in an industry or trade. Careful planning will allow you to maximize this opportunity.

You have reviewed all potential trade shows, and decided on the few that will give your company the best positioning and exposure - now what?

Ideally, you have at least six months before the show to start the planning phase.

The best place to start is with a budget number. Find out how much you have been allocated for the show, and set up a spreadsheet immediately. Include columns for your booth (if you don't have one), travel expenses, shipment of the booth and all demos, collateral to be created, graphics, set up and electricity, and entertainment expenses during the show. Be sure to add in the initial cost for the booth space in this sheet.

Based on the budget number you have, select the booth space that you feel you will need. Smaller booths do NOT always mean less exposure - if done well, you can get a wonderful return from your efforts with a small well thought out booth.

Next, set up a timeline for the show. Work backwards from the show itself, and determine how much time it will take to complete each item. Begin at the end, with the setup of the booth and collateral, setup of any demos, and actual pickup of badges. Be sure to add in all these items too:

  • Pick up of any set up services
  • Pick up of collateral
  • Pick up of graphics
  • Transport of booth and equipment
  • Creation of booth duty list
  • Selection and training of booth personnel
  • Appointments with editors for PR purposes

Now add in the interim steps at the beginning. These should be:

  • Determination of your key messaging for the show. This step is key, and is often overlooked
  • Set show objectives
  • Choice of booth design, and purchase of booth
  • Creation of graphics, and collateral
  • Show blurb about your company
  • Selection of booth setup personnel. Don't just go with the ones suggested by the show personnel, they are often more expensive
  • Creation of any demos
  • Email invitations to your potential customers
  • Follow up on the editorial calendar so you get coveted time spots with the editors you want
  • Any Podcasts that need to be created
  • Adding in show banners to your company site
  • Selection and purchase of show handouts and promotional giveaways
  • Any additional promotional opportunities offered by the show - selection and signup.

Include an after the show timeline as well, and include a time in which follow up should be completed and a show review meeting by all participants held. Show reviews help in the planning for the next show, and should not be neglected.

If you plan both your timing and budget carefully, your show should go extremely well. Neglecting to plan is the biggest reason why companies spend a great deal for a show, and then have little ROI to show for it.

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The copyright of the article Planning a Successful Trade Show in Marketing/PR is owned by Brenda Keener. Permission to republish Planning a Successful Trade Show in print or online must be granted by the author in writing.
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