Planning a Trade Show - Seven Steps

1. Define Goals & Objectives

2. Select the Show & the Space

3. Set a Realistic Budget

4. Design the Booth

5. Train the Exhibit Staff

6. Manage the Leads

7. Evaluate the Show’s Success

1. Define Goals & Objectives

• Prioritize answers to the following question: Why are you exhibiting?– To close a sale?– To create a database of

names?– To make contacts ?– To establish a presence?– Other?

Tip: $997 US to close a field sale lead

V. $550 US to close a trade show lead (Source: Center for Exhibition Industry Research)

2. Select the Show & the Space

Questions for Show Management:

• How many attendees?• How is the show being

promoted?• Who has attended in the

past?• Will the people I want to

reach attend?

Questions about Booth Space:How much space do I need?Who am I near?What obstructions and restrictions exist?Inline, peninsula or island booth?

Tip: ask your best customers which shows they visit as attendees.

3. Set a Realistic Budget

• Exhibit Design, Construction, Prep, Refurbishing

• Space Rental Costs• Freight Transportation

(including Drayage)• Show Services (Electrical,

Rentals, Labor, Water, etc.)• Other (Presenters,

Accommodations, Training, etc.)

Refurbishment4%

Shipping12%

Show Service18%

Travel & Entertainment

13%Promotion

9%

Other1%

Exhibit Space29%

Exhibit Design14%

Refurbishment4%

Shipping12%

Show Service18%

Travel & Entertainment

13%Promotion

9%

Other1%

Exhibit Space29%

Exhibit Design14%

Tip: ~ 34% of expenses are affected by construction Source: Center for Exhibition Industry Research

4. Design the Booth

• What one (1) message should your exhibit communicate in three (3) seconds?– It’s the visual bite generation!– Competing with hall clutter

• What are your step 1 goals?

• What’s your timeline?

What’s your draw?Feature/Benefits?Pre-show promotion?Entertaining or skilled staff?Contest or at-show promo?Product interest?Company recognitionBooth design?

Tip: 75% of attendees come with a prepared agenda

5. Train the Exhibit Staff

• Review show & staffing goals

• Create & communicate a schedule

• Review competition• Review ergonomics• Role-Play the sales pitches• Hold accountable for lead

generation or sales

Tip: Hire a trade show sales coach to lead your team through role-playing.

6. Manage the Leads

• Decision Point: What is a qualified lead?

• Create a lead sheet or lead info system for each lead

• Create a Lead follow-up system

• Assign the lead manager• Measure

Sad fact: 80% of trade show leads do not receive follow-up.

Sample Lead Sheet

Name________________________Title_________________________Company_____________________Address______________________City__________State___ Zip_____Phone___________Fax_________Email________________________Interested in __________________When Needed ________________Comments ___________________Assessment 1 2 3 4 5

etc.

Sample Lead Sheet

Name________________________Title_________________________Company_____________________Address______________________City__________State___ Zip_____Phone___________Fax_________Email________________________Interested in __________________When Needed ________________Comments ___________________Assessment 1 2 3 4 5

etc.

7. Evaluate the Show’s Success

• Number of leads?• Staff Feedback?• Booth Attendance?• Sales?• Cost per Lead?