Comprehensive Trade Show Event Checklist

2. Whether you are an exhibiting veteran or it’s your first time, a trade show or event requires a lot of planning. Beginning your planning as early as possible will not only alleviate some of the stress associated with planning such an event, it can also help save money, allowing your marketing budget to stretch further. This comprehensive trade show/event checklist will help you plan and follow a schedule for all things necessary for your trade show and event success. custom modular exhibit systems

3. Determine your objectives What are your top objectives for attending the trade show/event (brand awareness, lead generation, thought leadership, new product/service launch, etc.)? Select the trade shows and events you want to exhibit or enroll in The selection of a trade show/event to contract should be thoroughly researched to be certain it is a good fit for your industry, product, and service. If possible, it is optimal to attend the trade show/event prior to exhibiting to have a better insight into the audience that attends and whether the show or event aligns with your industry aligned sales opportunities, goals and objectives. Of course, it is not always possible to attend the show prior to exhibiting. Conduct research and determine if your direct competitors exhibit at the show, if so, there’s a good chance that it is the right fit for your company. Reaching out to the show management for demographic information on the attendees is a great way to obtain information needed for decision making. Determine how you will measure the success of your objectives Will you keep track of number of appointments, booth visits, number of leads generated, visits to your website, etc.? Select booth space The earlier this can be done, the better. Not only are you able to often secure early-bird rates if contracted early, you also have a better selection of booth space in most cases. Some things to consider when selecting a booth space: Review all contracts and exhibit forms Note all deadlines, forms to complete and required payments. … Proximity to entrance(s) and main aisles … Physical elements of the show/event space — are there columns to work around, ceiling height instructions? … What companies will be around you — are they competitors, big industry players? Connect with an exhibit solutions and services partner Whether you need an entirely new exhibit or are refreshing an existing one, you can rest assured a qualified exhibit solutions partner will help you meet all of your exhibit goals. Contact an expert Nimlok dealer to ensure your trade show/event success. Outline your budget There are a lot of costs to plan for. For a detailed guide on budgeting for your trade show, download our budgeting template.

4. Plan and prepare your marketing strategy This includes email, social media, print, and mailed materials. It’s essential for your target audience to know pre, during and post show about your presence at the show/event and what’s in it for them if they visit! Begin making them aware as early as possible. Download the Smart Marketer’s Guide and the Social Media for Exhibitors Ebook for more tips on how to develop your event marketing strategy. Choose your trade show team … Make sure your sales team understands the goals and their responsibilities … Train the staff on product/service demos and lead/sales goals so your message is rehearsed, consistent and teams are aligned … Order uniforms for your sales team Plan travel arrangements … Hotel … Rental car … Airfare … Send out valuable offers to redeem at the trade show/event! This value added incentivizing will help draw attendance. - Deals, sales and discounts offered at trade show/event only - Product/service demos, new releases - Inside sneak peeks at products in development … Promote your attendance and special offers via social media and email … Create a landing page on your website with show information and free passes that can be linked in social media, emails and PR. … Create event-focused email campaigns … Add a personal touch by having sales persons send invitations to current customers and prospects … Make sure your company information listed on the trade show/event site is correct and up-to-date Begin making arrangements for exhibit and promotional materials Double check the exhibitor’s handbook for advance warehouse shipping dates. Shipping to the advance warehouse may help you save on costs vs. shipping directly to the exhibit hall. This also provides a little cushion for delayed shipments. Prepare giveaways Swag bags, customized gifts for clients or potential VIP customers, etc. Whatever it may be – make sure it’s ordered and delivered in time to ship with your booth, if possible to save on additional shipping.

5. Continue with pre-show marketing Finalize and confirm all travel arrangements Plan and schedule the shipment of your exhibit materials — usually shipped about three weeks prior to show/event; confirm they’ve arrived when required Schedule dinners and book meetings with customers and prospects Make sure all payments necessary are made to avoid late payments and prevent late charges Polish up on booth staff training Double check your exhibitor’s handbook checklist to be sure you haven’t missed anything Finalize and confirm all booth staff

6. Take notes in the lead retrieval app. You’re bound to meet dozens, maybe even hundreds of leads. Taking notes is a great way to jog your memory on those leads once the trade show/event has ended. Execute all of your planning. Appear approachable; smile, stand and be ready for conversations. Sitting down, standing behind a table or focusing on your phone are bad habits that may make you look unapproachable to attendees. Keep the excitement up at your booth. Take advantage of your planned giveaways, raffles, and interactive activities. Trade show attendees appreciate a change of pace from walking the long aisles from booth to booth. Give attendees a good reason to stop and engage. Make sure your event staff is hydrated, fed and happy. Trade shows can be wearing on staff and your staff needs to be on the top of their game for trade show success. Order carpet padding to make the long hours at the show/event more comfortable. Continue your marketing. Posting on social media is a great way to keep the momentum. Consider creating your own show/event hashtag to engage attendees. Keep track of contact information. A lead retrieval machine/app is a must! In addition, buy a business card scanner to keep information, instead of paper and pencil, which can easily go missing. Network not only with the attendees, but get around and strike up conversations with other exhibitors as well. Not all exhibitors are direct competitors and you may be able to create a great partnership with another complementary company.

7. Once the trade show or event is over, it’s important to note that your work has only just begun. All of the efforts of lead generation at the trade show now have to be put into action. Keep the momentum going and help increase your ROI (return on investment). Share leads you generated at the trade show with your sales team right away so they can begin personal follow-up. Although it’s unlikely you will be able to personally call every one of them, try focusing on the top leads; those you had a connection with and have potential to bring in the most business. At the shows end, prior to booth tear down, make a list of booth elements and marketing materials that need repair or refreshing for the next show. Prepare an email to thank your attendees for visiting your booth. State that you wish to hear from them if they have any questions or comments. For the best impact, try to personalize the email and include a call to action. This could be to visit your company website, schedule a phone call or demo, or download an item. Include a photo of your team at the trade show booth, as this will help remind them of who you are. Review what you spent and where and compare it against your budget. Double check all invoices and payments to be sure you weren’t over-charged or accidentally charged for something you did not order. Conduct a post-show meeting with your booth staff. Discuss what went well, what didn’t and what changes you may like to make at the next trade show. This is also a great time to jot down any notes related to this exhibit hall, specific show, etc. to have on hand for the next time you exhibit there. An often over-looked component of connecting with leads and prospects is to engage via social media. Begin following their company pages and engage with them. Connecting on LinkedIn is a great idea as well. This will show a real effort on the part of you and your company. Make sure all of the leads you collected at the trade show are entered into your CRM database and tagged for your sales team to be able to identify that they were from the show. Begin strategizing for your next trade show/event. Keep in mind what worked well and what didn’t and make changes as necessary.

8. custom modular exhibit systems For over 50 years, Nimlok has designed and manufactured creative, top-quality trade show displays, exhibits and environments that enable exhibitors to engage their customers in ways that are truly unique.