Trade Show Planning:  Your Map to Success

Trade shows represent a powerful opportunity to enhance brand and product visibility, promote new and existing products, generate leads, network and drive sales. In addition, show participation enables you to learn about industry trends, gain competitor insights, make key industry contacts, and further solidify relationships with current customers as well as create strategic alliances with vendors and competitors. Attending trade shows come with a very high price tag. How do you ensure you get the most out of your trade show? It is all in the details!

Taking time for trade show planning and developing 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 planning process is to identify productive events that specifically reach your target audience and plan to attend them. If the event is something of great interest perhaps you should consider a sponsorship of some sort for increased visibility.

Before you attend or commit to a show ask around! Talk with current customers and learn about the events they attend and what their feedback, comments and experiences at these events have been. You can even contact professional organizations in your industry for suggestions on which events you should attend and/or exhibit. Take all suggestions into consideration to evaluate which one best fits your expected/desired outcome.

Trade show planning directories (print and online) are another valuable resource. Once you find an event that looks appropriate, check lists of past vendors and attendees should be available from the show organizer. 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 and/or exhibit, 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, sponsorships and awareness initiatives, etc.
• Set a Realistic Budget - this budget should include ALL related expenses you will incur for this event – travel, entertainment, attendee costs, etc. By creating this budget you will be able to also create 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. Be sure all of your communications are consistent, professionally printed and targeted toward that particular audience.
• Create a Trade Show Marketing Plan - 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. So diving your efforts into three sections:
  1. Pre-Show Marketing – you can always get your booth assignment and do creative mailers to drive booth traffic as well as provide your booth assignment to current Customers (perhaps even offering a special gift if they stop by).
  2. At-Show Marketing – what will you be giving out in your booth, what graphics, literature, and products/services are you trying to promote? All of these items should be established well before the event and all should be compliment all pre show efforts.
  3. Post-Show Marketing – This is the greatest challenge for any trade show attendee – following up with all requests, contact and leads you generated – while digging out from the time you missed out of the office! My advice, divide and conquer! Establish three categories of follow up: Requested; Great Potential and Lead. Tackle each one within a reasonable time frame – two weeks after the last day of the show should be your target for all three. And remember to make your contact personal and remind that person where you met them.
• 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 purchased a 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 Booth Location in the Exhibition Hall - with the sponsor as part of your trade show planning process. Try to secure a high traffic location at the event. In addition, confirm access (and or equipment rental) 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.
• Provide some basic trade show etiquette guidelines to attendees such as – no cell phone calls in the booth, look and dress professional (even in matching or branded/logo’d apparel), don’t talk to co-workers or other exhibitors – talk to the attendees, don’t chew gum and no eating in the booth!
• Prepare Follow-up Information Packet before you leave for the show! This will help execute your immediate follow up with leads after the show is over
• Evaluate Trade Show Success - To determine if you met your objectives and identify changes to make in the future.

After the show is over ask each attendee to present a business case (with examples) of whether you should attend the show again in the next year. Ask them to provide a follow up to you in six months from the show end date with any sales generated from that show.

While every organization has different goals and objectives for participation, you can use the feedback from the attendees as well as the sales numbers to decide if you want to attend the show next year based on your definition of success.

The key in any trade show is timing and planning! Plan everything out and ensure you plan early to get all of the benefits the show has to offer! Good luck with your next show.