Efficiently Plan Your Upcoming Trade Show

Are you attending an event? Wonderful! Now that the decision is made, the countdown has already begun! To make your trade show a success, the planning phase is crucial. Here are our tips to get you ready.

Create a Realistic Budget

There are multiple costs associated with participating in a trade show. Are you aware of them?

• Show Costs. The cost of space is well-known, but you must also consider additional services like electricity and labour. Watch out for restrictions! Some shows do not allow outside personnel for setup and require you to use their team. Also, check regarding electrical connections. Some shows disallow doing your own connections, and their technicians’ costs need to be factored in.
• Product Transportation. Depending on the amount of material to move, you may need services like “advance shipping.” Your crates are stored for a while on-site or near the event and moved to your booth on the big day. This logistics gives peace of mind but involves additional costs. On the other hand, if your crates arrive just before the exhibition, they must go through a process to reach your spot, causing potential delays. Expect drayage fees for dock handling. Product transportation may also involve customs fees (broker fees).
• Staff Transport and Accommodation. Depending on the number of people travelling and the duration, transportation, accommodation, and meals must be part of your show budget.
• Promotional Material and Advertising. Printing promotional documents and producing promotional items are also part of trade show costs. Make sure to consider and plan for everything from drawings, contests, and gifts, to staff attire.

Register As Early As Possible

Register early to benefit from a better rate on space cost. Plus, you’ll have a chance at securing a prime location!

Keep in mind: shows produce a program distributed to participants, exhibitors, and media, printed weeks before the event. Last-minute registrants miss the opportunity for visibility!

Define Your Objectives

This point might seem obvious, but it’s not! Knowing your purpose at the show guides your strategic actions and defines success criteria for your presence. Here are some reasons a company might invest in trade show attendance:

• Promote your company and products in a specific region
• Introduce a new product or service
• Strengthen relationships with customers and partners
• Gauge customer interest and enhance market knowledge
• Find partners, distributors, or suppliers
• Recruit potential job candidates
• Sell, simply!

Select and Prepare Your Booth

If you already own a stand, this will be easy to plan. However, if you need to select or design one, allocate time to assess your needs and choose the most suitable product.

Check out our article on booth selection to help with this step and feel free to ask us for advice!

Plan Promotional Materials

Creating a brochure, guide, or flyer involves many steps. From graphic design to printing, including content writing, allocate time and budget to achieve a satisfying result.

Train Your Staff

An empty stand, representatives chatting among themselves, or reading behind their booth… That’s definitely not what you want, right?

Preparing your staff is crucial for the success of the event!

• The staff must understand the show’s objectives.
• Divide tasks among team members to enhance efficiency and quality presence.
• Prepare a well-organized follow-up sheet for notes. Words fade… but writing remains!

Before the Show: Announce Your Presence

In the weeks prior to the trade show, announce your participation in corporate communications and plan important meetings.

• Use newsletters and social media to promote your presence.
• Consider advertising in targeted publications like an industry magazine.
• Personally contact people and companies you wish to meet. Shows sometimes offer exhibitors conference rooms for meetings. You can also hold informal meetings outside the show.

After the Show: Review and Follow-Up

To make your participation fruitful, rigorously follow up with clients and prospects met. Also, take time for a review and debrief with your team. Document successes and areas for improvement for the next event.

A trade show involves costs and efforts. Proper preparation maximizes benefits!