The 4 Main Categories of a Trade Show Planning Checklist
While there are many different areas that are a part of creating a strategy for a trade show, there are four areas that Exhibit Edge focuses on. These areas are the message, the technical approach, booth flow and lead capture, and logistics. Each of these is designed to help provide you with the smoothest trade show planning experience.
1. The Message – Craft compelling brand messaging that resonates with your target audience and achieves your trade show marketing goals.
2. The Technical Approach – Plan the equipment needed to effectively showcase your products or services.
3. Booth Flow and Lead Capture – Design your trade show booth layout to optimize traffic flow and maximize lead capture opportunities.
4. Logistics – Plan and coordinate all logistical aspects of your trade show exhibit, from shipping and setup to on-site management and tear-down.
How Do You Define a Successful Trade Show?
When beginning your trade show planning checklist, it is important to take a look at your first few steps. When we start, we look at the messaging and how this helps to adhere to the way we define a successful trade show. These are the metrics that a Marketing Manager needs to establish long before the show starts. The entire event centers around this one question. If you look at your exhibit as a selling tool then you will have a hard time measuring your return on investment (ROI). If you look at it as a Marketing tool then those metrics are much easier to define.
Once you know your goal then you can develop a strategy to achieve that goal. When developing trade show planning checklists you should be sure to know your goals. That ties into everything that you do and tie directly with the four major categories mentioned above. Below we’ve listed some things to consider.
What to Consider for Trade Show Preparation
1. Know how big your exhibit space is
2. Know the length of the show
3. Know how many estimated attendees
4. Identify the location of the trade show event
5. Identify the event start and end dates
Questions to consider when preparing for a trade show
1. How do we sign people up?
2. How many people will we need to man the exhibit?
3. How will we create a draw to the exhibit?
4. What can we do pre-show to advertise?
5. When and how will the exhibit need to ship?
6. Will we video live at the event?
7. Will we have a give-a-way? What will it be?
8. What is our budget?
Trade Show Planning Checklist
Pre-Trade Show Planning
Initial Trade Show Preparation
- Start your planning 3-6 months before the show.
- Create your game plan based on the questions and points listed above.
- Compare the event goals with your business goals to see where you are best aligned.
- Define your goals for the trade show and measure success.
- Identify your target audience and how to communicate with them properly.
- Schedule team meetings in advance for the event dates and go over the goals with them before the show.
Trade Booth Design & Logistics
- Decide how to design your booth. Are you renting a display, building, or a combination of the two?
- Evaluate how to make your booth memorable.
- Ensure any materials that are being shipped are going according to plan.
- Confirm outbound shipping for your materials after the show is complete.
- Choose your outbound shipping providers.
Budget & Financial Planning
- Define your budgets for each area of the trade show like logistics for your fabrication, furniture, visuals, marketing materials, and other things from a warehouse or fulfillment service.
- Familiarize yourself with the contractors and companies like Exhibit Edge who can help create a smooth process for you and your team.
Marketing & Promotion
- Train your marketing and sales team.
- Begin your marketing outreach.
On-Site Logistics
- Create travel plans for your team and yourself.
- Have a record of all the order confirmations and other information for on-site reference.
During the Trade Show
- Check your space to be sure that all of your trade show materials are on-site.
- Check to see if your trade show labor services are on-site.
- Check all of your equipment and assets to be sure that everything is up and running properly so there are fewer surprises during the trade show itself.
- Check the labels on the boxes so breaking the booth area down is easier after the show is over.
Post Trade Show
- Gather your leads and other information gathered during the show so you can easily find it when needed later on.
- Break down the booth or check to see that the hired service has arrived and they have begun breaking down the booth.
- Be sure that everything is labeled properly and will be sent to the correct locations.
- Check with the service desk for any invoices that need to be addressed before leaving.
- Send out any survey materials to leads that left information to gain insight into how to improve for future trade shows.
- Begin a cadence with the new leads within the first week to keep them engaged with your booth.
While our trade show checklist serves as a helpful template, every event is unique. Consider partnering with a professional team. Exhibit Edge is here to help you with your trade show preparation.
The Trade Show Emergency Kit
Even a well-planned trade show can have unexpected hiccups. That’s why a well-stocked emergency kit is a must-have for any exhibitor. Here are a few essentials to keep on hand:
- First Aid Supplies: Bandages, antiseptic wipes, pain relievers – be ready to handle minor injuries or ailments.
- Tools: A basic toolkit with a screwdriver, pliers, scissors, and tape can be a lifesaver for quick fixes.
- Office Supplies: Pens, notepads, stapler, paper clips – the essentials for on-the-spot tasks and note-taking.
- Cleaning Supplies: Keep your booth looking its best with stain remover, alcohol, and disinfecting wipes.
- Tech Essentials: Phone chargers, power banks, extension cords and extra batteries ensure you stay connected and powered up.
Trade Show Tips for First-Timers Exhibitors
Stepping onto the trade show floor for the first time can feel like entering a whole new world. To help first-time exhibitors, we’ve compiled some essential tips:
- Strategic Booth Sizing: Determine the optimal booth size for your first trade show, considering your budget, goals, and desired level of impact.
- Effective Booth Design: Create a visually appealing and functional booth that clearly communicates your brand message and engages attendees.
- Memorable Giveaways: Select promotional items that align with your brand and resonate with your target audience, leaving a lasting impression.
- Booth Staff Training: Prepare your booth staff with the knowledge, skills, and resources they need to represent your brand and engage with attendees effectively.
- Daily Booth Maintenance: Maintain a clean, organized, and inviting booth throughout the trade show to ensure a positive impression on attendees.
- Professional Networking: Build relationships with potential customers and be mindful of interactions with competitors.
- Strategic Trade Show Selection: Carefully research and choose trade shows that align with your target audience and business objectives.