Planning for Your Trade Show: Last-Minute Details

Position Yourself to Accomplish Your Exhibit Goals

You’ve likely spent months getting ready for your event. The final stages are critical. Adapt the following trade show check list to suit your specific needs.

· Review your exhibiting plan and objectives. Make sure everyone involved fully understands what needs to be accomplished during the show.

· Bring your event staff together for a final meeting before you depart to take care of final details, confirm booth schedules, and answer any last minute questions. Be sure to discuss proper dress and reinforce the importance of how you want your sales message delivered, which they should have memorized and rehearsed prior to this meeting.

· Call your event sponsor and/or the contact person at the event site to confirm all of your materials and booth have arrived and are waiting for you. Double check the location where you will pick up your items. Also, ask about return shipping once the show is over.

· Confirm your travel plans including transportation once you arrive at your destination. It is a good idea to call the hotel to verify your room requests.

· Re-examine your post-show marketing strategy and make sure letters, packets, and other follow-up materials are ready the day you return. Your trade show check list should include follow-up iwith all viable leads within the first three days following the event.

· Change your voice mail and email message to let people know you are out of town and when they can expect you or someone else to get back them with a response.

· Bring with you business cards, meeting calendar or palm pilot, extra pens and pencils, writing tablets, expense report forms, post-it pads, lead cards, itinerary, registration packet, and background on clients who will be attending.

· Make sure your office and family have a copy of your itinerary and contact information.

Success Requires Planning in Advance

Start planning over a year in advance to ensure you maximize the effectiveness of your trade show results. Use a Trade Show Planning Timeline as your roadmap to success...

Establish Quantifiable Trade Show Goals

Before selecting the shows you want to attend, you must quantify your exhibit goals. While organizations use event marketing for different reasons, it is essential to have a clear vision of your specific objectives.

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