Taking time for trade show planning and developing trade show check lists will help ensure you are fully prepared to leverage all event opportunities, achieve goals, and benefit from a strong return on your investment, which includes both your money and time.
The first step in the trade show planning process is to identify productive events that specifically reach your target audience. Talk with current customers and learn about the events they attend. Contact professional organizations in your industry for suggestions. Trade show planning directories (print and online) are another valuable resource, as well as your area’s chamber of commerce.
Once you find an event that looks appropriate, check lists of past vendors and attendees if available from the sponsor. Make sure the trade show you select draws the type and number of prospects you want. Other key considerations include geography, timing, cost, and sponsor reputation.
Then once you have identified which trade show to attend, develop a plan and trade show check list that includes these steps:
- Establish Specific Event Objectives… such as number of product sales, leads generated, publicity secured, image and awareness initiatives, etc.
- Set a Realistic Budget… that includes a projected return on investment
- Develop a Compelling to-the-Point Sales Message… that you will use in all marketing and sales efforts (including booth graphics and design) for the trade show.
- Create a Trade Show Marketing Plan… that is divided into three sections: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing. You’ve got to aggressively pre-sell prospects before they arrive, fully engage them during the show, and promptly follow-up with them after the show to generate additional sales.
- Create a “WOW’ Exhibit… that attracts people and instantly conveys your image and product message. Whether you have a custom-designed booth, rental display, or used exhibit, make the graphics deliver your message with a powerful punch - and have promotions to draw people to your booth (interactive demonstrations, food, contests, giveaways, etc.)
- Confirm Trade Show Booth Location… with the sponsor and try to secure a high traffic location at the event. In addition, confirm access to electrical outlets, lighting, and other needs you may have.
- Print Marketing Materials… including sales literature, product sheets, business cards, and promotional items you will use at and after the show.
- Train and Schedule Staff… to effectively convey your sales message and ensure your booth is always staffed adequately.
- Prepare Follow-up Information Packets… so they are ready to immediately use with new leads after the show is over
- Make Travel Arrangements… to ensure you, your staff, exhibit booth, materials and supplies arrive in plenty of time for the show.
- Follow-up with Attendees… prioritize your leads and make follow-up contact promptly.
- Evaluate Trade Show Success… to determine if you met your objectives and identify changes to make in the future.
About the Author
This article was written by Jules Sowder, a brand marketing advisor with 20 years of experience developing strategic marketing and sales solutions for large corporations, start-up companies, and small businesses. Jules created Trade-Show-Advisor.com to serve as an educational resource to help marketers and trade show exhibitors maximize marketing and sales effectiveness.
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