Planning a Trade Show Seven Steps

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Planning a Trade Show - Seven Steps

• 1. Define Goals Objectives
• 2. Select the Show the Space
• 3. Set a Realistic Budget
• 4. Design the Booth
• 5. Train the Exhibit Staff
• 6. Manage the Leads
• 7. Evaluate the Shows Success

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1. Define Goals Objectives

• Prioritize answers to the following question Why
  are you exhibiting?
• To close a sale?
• To create a database of names?
• To make contacts ?
• To establish a presence?
• Other?

Tip 997 US to close a field sale lead V. 550
US to close a trade show lead (Source Center for
Exhibition Industry Research)
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2. Select the Show the Space

• Questions for Show Management
• How many attendees?
• How is the show being promoted?
• Who has attended in the past?
• Will the people I want to reach attend?

Questions about Booth Space How much space do I
need? Who am I near? What obstructions and
restrictions exist? Inline, peninsula or island
booth?
Tip ask your best customers which shows they
visit as attendees.
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3. Set a Realistic Budget

• Exhibit Design, Construction, Prep, Refurbishing
• Space Rental Costs
• Freight Transportation (including Drayage)
• Show Services (Electrical, Rentals, Labor, Water,
  etc.)
• Other (Presenters, Accommodations, Training, etc.)

Tip 34 of expenses are affected by
construction Source Center for
Exhibition Industry Research
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4. Design the Booth

• What one (1) message should your exhibit
  communicate in three (3) seconds?
• Its the visual bite generation!
• Competing with hall clutter
• What are your step 1 goals?
• Whats your timeline?

Whats your draw? Feature/Benefits? Pre-show
promotion? Entertaining or skilled staff? Contest
or at-show promo? Product interest? Company
recognition Booth design?
Tip 75 of attendees come with a prepared agenda
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5. Train the Exhibit Staff

• Review show staffing goals
• Create communicate a schedule
• Review competition
• Review ergonomics
• Role-Play the sales pitches
• Hold accountable for lead generation or sales

Tip Hire a trade show sales coach to lead your
team through role-playing.
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6. Manage the Leads

• Decision Point What is a qualified lead?
• Create a lead sheet or lead info system for each
  lead
• Create a Lead follow-up system
• Assign the lead manager
• Measure

Sample Lead Sheet Name________________________ Ti
tle_________________________ Company______________
_______ Address______________________ City________
__State___ Zip_____ Phone___________Fax_________ E
mail________________________ Interested in
__________________ When Needed ________________ Co
mments ___________________ Assessment 1 2
3 4 5 etc.
Sad fact 80 of trade show leads do not receive
follow-up.
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7. Evaluate the Shows Success

• Number of leads?
• Staff Feedback?
• Booth Attendance?
• Sales?
• Cost per Lead?