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.
For more information, go to
Conventions.net.