Five Step Trade Show Preparation Guide
Plan far in advance. One of the most important things you can do before a trade show is to plan well ahead of the scheduled time and prepare according to the trade show’s audience. A well-designed stall is more likely to draw potential clients and customers in, so make sure to leave plenty of time to develop creative ideas with colleagues about how to achieve the perfect design and layout. If you’re exhibiting with other staff members, make sure to spend some time going over each person’s responsibilities in the weeks before the show. Assign tasks based on your staff’s strengths to ensure smooth running on the day.
Prepare the sales and executive teams. A week before the show, invite everyone who will be attending the trade show to participate in a ‘prep talk’. Handout printouts which includes all the information including venue address, booth hours, dress code, as well as each attending employees and their role during the event role and an overview of scheduled booth meetings and networking events.
Be active on social media. Share pictures, updates and information regarding the trade show to your business social media platforms before, during and after the event. Invite attendees to stop by your booth to enter a contest, pick up a giveaway or watch a demo. Make sure to include your booth number and event hashtag so attendees can easily find you.
Promotional products. Promotional products at trade shows are a cost-effective marketing tactic as they increase traffic towards your stand. The giveaways you select should have a connection to your business. For example, if your company is in the business of computers, handing out branded USB flash drive would be a logical choice. Plan ahead to ensure you have plenty of time to receive your giveaways before you leave for the show. When placing your order, keep the information you want imprinted brief to enhance size and readability. Confirm turnaround time for your order.
Debrief and follow up. Arrange a debrief meeting with you team after the trade show. Discuss and make notes on what worked and what you could improve on. This will greatly assist you for the planning for your next trade show. Post-show follow ups on contacts are crucial. Make sure all leads and connections are followed up within 48 hours of the event.
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