· Identify the role of trade shows in your overall marketing/sales strategy.
· Develop a trade show budget and projected return.
· Identify events to attend based on target reach and opportunity. · Request information from event sponsors.
Phase 2 of Trade Show Planning: 9 to 12 Months Before Show
· Set objectives such as product sales, leads generated, publicity secured, etc.
· Identify space needs.
· Determine display and promotional needs.
· Reserve your booth space
· Develop a plan that includes: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing.
Phase 3 of Trade Show Planning: 6 to 9 Months Before Show
· Develop a 15-30 second sales message (elevator speech) for you and your staff to use at the booth.
· Select vendors and begin design work for your display booth. · Identify promotions and/or giveaways you will use
· Determine the literature and material needs.
Phase 4 of Trade Show Planning: 3 to 6 Months Before Show
· Order giveaways or promotional items.
· Confirm delivery dates with vendors
· Determine staffing requirements and booth schedules
· Identify shipping logistics
· Begin making travel arrangements.
• Launch pre-show marketing initiatives.
Phase 5 of Trade Show Planning: 1 to 3 Months Before Show
• Assemble packets for post-show follow-up.
• Continue pre-show marketing
• Schedule staff training.
• Finalize travel arrangements
• Schedule prospect and customer meetings/dinners to be held during the show.
Phase 6 of Trade Show Planning: 1 Week Before Show
• Complete staff training.
• Confirm arrival dates for your display and other items.
Phase 7 – Follow-up Activities: 1 Day to 1 Week AFTER Show
• Analyze leads, send follow—up information, and contact prospects.
• Evaluate show success based on goals achieved and ROI.
• Make recommendation on future show participation.
Action Steps
The best contacts and resources to help you get it done
The Impact of Trade Show Display Graphics
The design appeal and image of your trade show display are key to attracting booth traffic, generating leads and achieving sales results.I recommend: Impact of Trade Show Booth Graphic Elements
Selecting Effective Trade Show Giveaways
A trade show premium item given away at your booth can help draw traffic, create recall after the show, and provide contact information in a unique, memorable way to prospects.I recommend: Effective Trade Show Giveaways
Trade Show Marketing and Promotions
Trade show promotions are an important aspect of your trade show marketing strategy. They are designed to engage your potential customers through a personalized, multi-step marketing strategy that facilitates your ability to reach your event objectives.I recommend: Trade Show Promotions
Leveraging Publicity Opportunities at Trade Shows
Even with strong competition from hundreds of other exhibitors at an event, a well-executed PR strategy can help your company stand out from the crowd and garner positive press coverage.I recommend: Trade Show PR
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