How to Host Trade Shows
Selecting the best venue, budgeting to maximize your return, and promoting your event are vital components that equal success for trade show hosts, vendors, and consumers. Tending to details before and during the event, as well as following up after the event, transcend to productivity and profitability.
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Instructions
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Assess your audiences recommends Tradeshow Week. In 2008, 49% of shows in the south were trade shows geared towards tradesmen while 13% were consumer shows geared towards the public. The rest were hybrid shows, open to tradesman and consumers. Discover the current trend and build a theme around it or select a goal and make a plan to achieve it.
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Set a budget. Calculate all costs including venue, advertising, tables, displays, vendor kits, and refreshments. At the end of your event, divide the total cost by the number of potential customers to determine total return on investment.
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Select the date. According to Tradeshow Week, the first quarter of the year is the most popular time for trade shows. Consider the timeliness of the date to your service or product. Most engagements occur in December, according to the Wedding Report study, so February is a good bridal show month. Consider if other area events will enhance or detract from the event.
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Select a venue. Figure the number of expected people. Factor the location to major traffic areas. Increase foot traffic with outdoor signage.
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Draw up a floor plan with designated areas for sponsors, vendors, entertainment, and registration or information.
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Get sponsors to offset promotion costs. Reward them with larger booth spaces located in prominent sections of the event. Select a crowd catching sponsor as a keynote speaker or to make a special presentation.
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Solicit vendors. Provide them with a vendor kit. Inform them of set up and take down times, loading information, electrical and lighting information, venue restrictions, helpful tips, and other general information regarding the show.
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Advertise. Send press releases to newspapers and radios. Place ads in topical circulars such as home building, landscaping, or bridal newspaper inserts or magazines. Contact radio stations if your event is large enough. Trade Show Advisor recommends advertising through social media.
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Tips & Warnings
Hold a conference in conjunction with your show to increase attendance.
Include interesting vendors to attract a wider audience.
Set a realistic budget.
Send a thank you to vendors at the close of the event.
Get advertising mileage out of free social media.
Equip select vendors with electrical outlets.
Recruit vendors heavily and obtain firm commitments. Walk through the venue traffic pattern and inspect for obvious safety hazards.
Inspect venue at event close to ensure a return invitation.
