How to Plan Trade Shows

Don't get tied up in knots. Plan your trade show well ahead of time.

A trade show can be one of your best sources of new business and a good way to attract media attention. Trade shows can be expensive, so you must budget carefully. Take account of associated costs, like product materials, airfares and transport and hotels, especially if your business is small. At their best, trade shows provide an important promotional tool for your business. At their worst, trade shows are an expensive waste of time. Nothing can give a finite guarantee that your trade show will be a success, but planning a trade show well in advance will give you a competitive edge.

Instructions

1. Work out your budget before starting to plan your trade show. Itemize all possible expenditures. Allow extra funds for unexpected expenses. Keep within your allocated budget.

2. Appoint a project manager. Your project manager will be the key to the success of your trade show. Select the team that will be working with the project manager. He should know the best people for the various jobs. Ensure that everything is documented. Select key tasks that each person will be responsible for. Make sure everyone is clear about their goals and the time frames involved.

3. Determine your target audience. Obtain a list of other exhibitors so you know what competitors to your business will be at the trade show. Invite as many existing customers as possible. Not only can you revitalize relationships, existing customers help spread your message to others.

4. Devise an exciting, compelling message to sell your product or service at the trade show. Ensure the message will clearly target your audience. The exhibition booth should be eye-catching. Make certain your company name and logo will be clearly displayed. Banners should quickly and effectively let people know what your company does. Decorate with accessories, such as graphics and bright lighting. These enhance the booth.

5. Design your literature and other handouts. Ensure everything printed has your company name, logo, phone number, website and email address. Make sure all staff has a name badge printed with their job title.

6. Rehearse your day at the trade show as best you can. It will help familiarize everyone with the format. Find and rectify weaknesses. Your staff should clearly know what you expect from them and what they can expect in return.

References

• Federal Business Council Inc.: Exhibitor Planning Guide
• Business Development Services Forum: Trade Fairs Guide
• Marketing Review: Planning Tips