Trade Show 101

So, your boss has tasked you with arranging for your company’s participation in a trade show. It’s your first time – here are some basic steps to help you.

Timeline

Begin with creating a timeline that will help you avoid last-minute rush charges and lost opportunities. There are a number of software packages available specifically for project management. Or, you can just use a simple spreadsheet or word processing program. Use this Trade Show Preparation Timeline as a guideline in developing a schedule tailored to your trade show participation.

For organizational purposes, it is nice to create a notebook divided into sections, including budget, shipping information, trade show services, hotel accommodations, graphics, promotions, and miscellaneous information.

Strategy

Research the trade show. Review who will be attending as well as the trade show’s history. Many trade shows begin their space reservations before the previous show closes. Visit the show’s website. The majority of trade shows are available for exhibit booth space signup through the Internet.

Sign up as soon as you make the decision to participate – this could prevent late signup costs. Most trade show organizers will ask for an initial deposit to confirm your booth space and then provide you dates for additional payments.

Determine who will be part of your exhibit team, which may be both internal and external personnel. Setup a meeting with your team and determine their assignments and deadlines.

A handy method for keeping track of each task is to jot down on your calendar each task per specific date and follow-up when you turn to that date.

You also should determine exhibit design, promotions, lead handling processes, staffing and logistics.

Exhibit Design

It is important to have an idea what you would like for your exhibit design, meet with other members of your marketing/sales department and determine what your message should be for this trade show. If you will be building or renting an exhibit, planning should begin at least three months in advance. If you are going to be using structure already available and making minor or no modifications to existing booth graphics, this can be done in about a month.

Promotion

The trade show organizers will allow you to rent both the prior years’ attendee list as well as the current year’s pre-registered attendees. With these lists, you will be able to send notices of your trade show participation as well as the exhibit booth number. Additional promotional strategies also are provided by the show organizers and should be included in your exhibitor-services manual.

This also is a good time to determine what promotional giveaways and literature to handout during the show. Add this to your time schedule.

Lead Handling and Collateral

Work with your marketing/sales team to determine what information you will want to obtain from attendees. Decide whether you will use an electronic or manual system for retrieving leads during the trade show. You should also determine what your post-show lead fulfillment plan would be. This should be done about three months prior to the show.

Staffing

Decide who will be attending the trade show and staffing your booth as soon as possible in order to communicate any show particulars and share your show strategy. You will need these names to order exhibitor badges as well as providing the staff information on show dates, location, conference registration, hotel accommodations, and air and ground travel arrangements.

Installation and Dismantling (I&D)

Determine who will be installing and dismantling your booth well in advance of the trade show. Estimate how many hours it takes and the dates you will be setting up and tearing down your booth. Provide this to the show organizers by completing the paperwork located in the exhibitor-services manual. This should be done about 30-45 days prior to setup.

Shipping

Determine what you will be shipping to show i.e. structure, equipment, display hardware, giveaways, literature, supplies. This will help you decide what type of carrier you should use – van line or air freight. Provide the pertinent trade show information to your carrier and they will determine when your shipment should be ready for transport. Make your return shipping plans with your carrier at the same time.

The return shipment date can be determined by referring to the trade show teardown date and scheduling the pickup for the day after show closing. This should be done at least two months prior to the show.

On-site Services

When you receive your exhibitor-services manual, all of the on-site services deadlines will be identified such as: material handling, carpet rental, furnishings, floral arrangements, cleaning, electrical needs, telephone and computer equipment rental. Complete the paperwork for each service you will be using. Normally, there is a discount for providing this information early.

At the Show

Prior to the trade show, make a list of details to be completed at the show including: picking up badges, confirming you have received all the items ordered, ensuring your shipment has arrived, supervision of exhibit installation, pick up lead retrieval systems and blank bills of lading.

Show Close

Dismantling usually begins as soon as the show closes, although not in all cases. This information can be found in your exhibitor-services manual. It is usually the time you return your lead retrieval system as well as telephone/computer equipment. Normally, the floral will be yours to keep; however, if you have ordered plants these are typically on a rental basis and will be picked up by the floral company. The furnishings also will be picked up at this time.

Exhibit dismantling sometimes can be started immediately after show close, although some trade show organizers may wait until the next day. The repackaging of your exhibit is done after dismantle and, at that time, the completed bill of lading should be turned into show services. If you do not submit your bill of lading, your shipment will be sent via the shipper of choice of the trade show services company.

Post Show

The trade show is over and it has been a success! Now is the time to turn leads over to the appropriate sales people; submit a personal expense report; work with the exhibit house to inventory the exhibit and determine necessary repairs; review final show invoices and finalize show budgets.

ESP can help you with any of the above details. We are ready to help you with our range of products, advice and experience for successful trade show participation.