Tradeshow Checklist R
General Considerations
r How does the trade show fit in your overall marketing and sales strategy?
r What’s the objective of the trade show?
· Is it to generate revenue?
· Is it to generate sales leads?
· Is it to create brand awareness?
· Is it to introduce new products?
· Is this to gauge the competitors and their products?
r What’s your trade show budget and expected return on investment.
r Which trade shows should you attend (walk through) and which ones should you exhibit in?
· Decide based on target reach.
· Based on current and future opportunities.
· Gather as much information as you can from event sponsors (i.e., past attendees, vendor participation, etc.) to help you make the decision.
r Identify the space you need, the layout and types of displays.
r When planning the layout of the booth, consider whether you need a “breeze-through” feel to the booth or have more of a “sit-down” feel to it, or both (in separate sections).
r Consider a booth that’s closer to the entrance of the show. When thinking about layout of the both, also consider viewing angle from the end of the isle.
r Make sure you register and reserve your space with the event sponsor and request all exhibit requirements and booth guidelines/regulations. The earlier you reserve, the more choices on booth location.
r Determine when the booth has to ship and create a planning timeline and work backwards from ship date. Note that there’s a narrow window of when the show location will receive the booth.
Pre-Show Planning
r Develop a sales pitch that will be communicated to customers visiting your booth. Make sure the entire staff is aware of the message. Train your staff and sales rep at least 2 days before the show and have a booth walk through before the show opens.
r What will be the theme of the booth?
r Select a vendor to help you design the booth. Make sure you follow up with the vendor periodically. Ask if certain items can be rented ahead of time.
· Signs and banners
· Carpeting and lighting
· Setup and tear down manpower
· Racks and displays
· Furniture
· Plants
· Power Outlets
r Determine which products will be featured in the show and how they will be displayed. Create a list of SKUs for each category/business unit.
r Will you be offering promotion items (tchotchkes)? What’s the giveaway to attract traffic? Make sure the items you select ties in with your brand/business offering. Determine the quantity and order the item(s) in advance.
r Brainstorm other ways to generate booth traffic? Consider a game, an entertainer/celebrity, sweepstakes, and/or food.
r See if you can buy attendee list for the trade show ahead of the time and send the attendees a mailer promoting your booth and inviting them to come take a look. Many event sponsors will give the attendee lists free if you are a sponsor for the trade show.
r Is there an opportunity to advertise in show collateral or to sponsor an event (i.e., golf tournament, door prizes, etc.)?
r What literature and marketing material will you need for the show so you can begin your design work and schedule printing? Consider a single sheet if possible, since show attendees prefer traveling light.
r Prepare order form, price list, etc.
r Determine what stationery and office supplies you need to bring to the show for meetings.
· Notepads and clipboards
· Writing instruments and correction tape
· Staplers, tape, paper clips
· Calculators
· Business Cards
r Determine staffing requirement and booth schedules and delegate who will be doing what. Schedule enough people to do the heavy lifting for both setup and tear down.
r Who will be attending workshops and round tables at the show?
r Make travel arrangements as soon as you can to get the best rates.
· Flight
· Hotel
· Car rental
r How will you ship your display and other items to the show?
r If possible, mock up the entire booth before shipping.
r Are all of your customers aware that you will be at the show? Schedule customer meetings before they are booked with other vendors. A nice incentive to get customers to commit to a meeting beforehand would be to offer them a meeting with the CEO (or some other senior executive) of the company at the trade show booth. Send a reminder a couple of weeks before the show. Ask if the show sponsor will provide reminder cards or if you need to design your own.
r If a meeting is conducted over lunch/dinner, make the arrangements/reservations.
r Consider taking out a small group of your very best customers and prospects for a nice dinner during one of the days of the trade show. Schedule this in advance. Make sure the night you choose to do this doesn’t have any other scheduling conflicts like a major event organized for the trade show.
r Bring pre-packed snacks for staff in case lunch is delayed. Bring drinking water and mints.
r When setting up the show, make sure you adhere to all safety guidelines.
r Try to get a couple of additional badges for vendors or employees.
At-Show Planning
r Consider leaving your new product concepts in the conference room so that they are not visible to competitors. Make sure the rooms are locked at the end of each day.
r Be sure to store away your freebees when the show closes or when no one’s present.
r Is your booth staff spread out so that you are not neglecting customers?
r Is there someone available at any given time to answer all the questions about your business and your products?
r Make sure everyone has a chance to walk the show and make observations.
r Wherever possible, make effort to get competitors’ information including collateral, samples etc. This should be done in an ethical way by never trying to disguise who you are and what company you work for.
r If your objective is to generate sales, make sure everyone knows how to fill out the order form.
r Did you capture every lead, via a log or scanner?
r Is everyone dressed professionally and with comfortable shoes? Is company uniform appropriate? If so, make sure you order that in advance.
r Did you remind everyone to bring cash for parking (in case credit cards are not accepted)?
Post-Show Planning
r Analyze leads, distribute the leads among the salespersons, and send out follow-up packets immediately after the show.
r Conduct post-mortem on the show. Discuss successes and opportunities for improvement. Share observations and determine if objectives have been met.
r Compile information on competitors and their product offerings.
r Review budget versus expenses and calculate ROI.
r Document how next year’s show could be different. This will make next year’s planning more effective.
r If some things can be used again for the next show, be sure it’s stored them in a safe place.
r Send executive summary of the show to the company’s senior management team.
r Remember to thank everyone who’s involved in making the show a success.
For trade show related templates, go to MarketeersClub.com
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