Exhibitor Planning & Timeline

Exhibiting at a Trade Show takes considerable planning and preparation. 

Here’s a suggested timeline that will improve your success rate.

10 – 12 months before the Trade Show 

Who is your target audience Define a budget Research and choose the right trade show for you Set very clear and concise objectives and metrics Book your booth space Book accommodation and flights Create a booth strategy

 

6 – 10 months before the Trade Show 

Get familiar with the trade show rules and regulations If you’ve exhibited before - Evaluate existing displays and decide if you want to reuse, revamp or recreate them Design booth layout Select staff Plan publicity and promotions Order signage Plan hospitality events

 

3 – 6 months before the Trade Show 

Decide on which products you want to display Organise shipping Finalise display and get familiar on how to assemble it – even if it’ll be assembled by someone else Order supplies and equipment needed – lead retrieval system, audio/visual, flowers, computers, furniture etc Familiarise yourself with the exhibitors manual Order trade show services such as early bird special offers, carpet, electrical, plumbing, booth cleaning, phone, security, etc Develop and compile targeted mailing list Design pre-show mail outs and booth literature Register booth personnel

 

 2 – 3 months before the Trade Show 

Print pre-show mail outs Design press kit Send press releases (you may need to do this earlier – depending on publication schedules) Get clear on follow up strategies Order premiums Create a lead form Start pre show marketing and mail outs Confirm all travel reservations Book restaurant bookings for staff or hospitality events Appoint the person to oversee booth installation and dismantling Appoint the person to manage contact capture and delivery

 

1 month before the Trade Show 

Verify trade show services Assemble display in house and make any necessary adjustments Confirm product samples and literature Continue the pre-show marketing activities, marketing, make appointments, send out invitations to hospitality events Finalize booth staff roster Ship display and materials – exhibit display and graphics, product displays, literature and premiums Practice in-booth demonstrations

 

3 weeks before the Trade Show

Mail final pre-show promotion Send last minute reminders to media outlets

 

1 week before the Trade Show 

Organise items to take to the trade show – tool kits, copies of contracts, contact names and numbers for show management and services, exhibition emergency kit Finalise follow up plan Do role plays with staff – engaging, overcoming objections, disengaging Confirm all shipments

 

Set-up Day 

Know your move in schedule Hold a staff briefing to review goals and techniques Supervise booth set up – take pictures of the finished booth for future reference

 

During the Trade Show 

Hold daily team meetings to keep staff informed, track progress and keep on top of any problems Start your follow up sequence to the prospects and clients you’ve talked to on the previous day Keep booth neat and tidy Make sure your staff is engaged with customers at any time (not hiding…)

 

After the Trade Show 

Supervise booth dismantling and move-out Conduct a team meeting and evaluate the results Distribute the gathered leads and start the post show follow up immediately Mail out customised follow up materials Send thank you notes to staff Begin the planning for next year’s trade show Book your booth for next year