When a show's a year away, it may seem like you have lots
of time to get ready. But appearances can be deceiving. Twelve
months is not long, especially with all the pre-show planning,
training, and preparation you've got to do. Here is a checklist
of sixteen vital items that need to be done approximately
one year before you set up your exhibit:
Identify Where the Show Fits in Your Marketing Strategy
Every show has a purpose. Do you want to introduce a new
product to a new market? Increase existing services in an
existing market? Increase your visibility in a new geographical
region? Reinforce existing customer relationships? Knowing what you want to achieve at any given
show is vital to your success.
Decide Which Products to Focus on
Your company may produce dozens, even hundreds of different
products. Obviously, you can't showcase all these items
at a trade show. Attendees would be overwhelmed. Instead,
with one eye on your marketing strategy, select those products
that need to take center stage. Remember that 70% of people attending shows are looking for something NEW!
Identify Your Target Audience
Ideally, every show would be attended solely by consumers
desperate to buy your products and services. However, things
don't always work that way. Determine who the decision makers
are in your industry, and exhibit at the shows they attend.
You want to spend your time talking with the people who
have the power to make purchasing decisions.
Identify Your Exhibit Objectives
Clearly explain to your booth staff what goals you expect
them to meet during the show. Make these goals quantifiable.
Examples could be number of leads generated, target sales
figures, gathering marketing intelligence or educating your target audience.
Write an Exhibiting Plan
Writing out an exhibiting plan not only clearly deliniates
what needs to be done before, during and after the show,
what your exhibit team need to do, and a timetable. Include
every step of the show in the written plan, leaving nothing
out. Re-reading this plan will allow you to identify any
items you've overlooked.
Establish an Exhibiting Budget
An exhibiting budget should include every item needed for
show participation. Beyond registration and space rental
fees, include charges for show services and transportation.
Add in the cost of your exhibit design, signage, graphic,
and display materials as well as advertising, promotion
and special activities. And, finally, don't forget your
exhibit team's travel, accommodation and meal expenses.
Reserve Your Booth Space
Prime real estate go fast! To get the booth space you want,
remember to reserve early. Avoid 'discounted' spaces in
out of the way aisles or near the bathroom. The savings
realized won't balance out all the attendees who never get
near your booth - or worse, who go by in a big hurry with
other things on their mind!
Pay Deposits
Check in with the accounting department to make sure deposits
are paid on time. This often-overlooked item can cause all
kinds of headaches, not to mention high late-payment charges.
Ensure Booth Design Meets Objectives
There are no one-size-fits-all displays. Make sure your
design meshes with your marketing plan, helping to support
current objectives while maintaining your corporate image.
Booth layout is vital. Make sure it contains all the needed
elements, including a 'quiet' place to talk with hot prospects.
Assess Your Current Exhibit
Give your current exhibit a critical once-over. Does it
still look sharp and engaging, or is it tired, faded, and
worn? Signage and graphics sometimes travel around the globe
several times in a year - and they don't always look better for it. Check flooring material for wear and tear
as well as your other displays.
Purchase New Items as Needed
Order new graphics and signage as far in advance as possible.
This way, if there are any mistakes, you'll have time to
make necessary corrections. Additionally, allowing yourself
extra time gives you the room to negotiate for the best
deals. As you replace worn items, make sure the old ones
are disposed off - you wouldn't want your booth staff setting
up last year's signage by mistake.
Order Show Services
Show services should be ordered in advance. These can include
electricity, signage, audio/visual equipment, booth cleaning
services, plants and flowers, telephone and computer hookups,
waste removal, and furniture. You'll be sure to get everything
you need, and enjoy a substantial savings over those who
wait for the last minute to order these items.
Susan A. Friedmann,CSP, The Tradeshow Coach, Lake
Placid, NY, author: "Meeting & Event Planning for
Dummies," working with companies to improve their meeting
and event success through coaching, consulting and training.
For a free copy of "10 Common Mistakes Exhibitors Make",
e-mail: [email protected];
website: http://www.thetradeshowcoach.com
