Trade Show Checklist
Trade shows are one of the best ways for companies to gain exposure, generate new leads and boost business - that is, if the planning is executed effectively. We want to ensure that your next trade show is an absolute success! This checklist will help your company be ready and well prepared for the big day.
Research
The critical first step to planning for a trade show is to understand the event you'll be attending. It's best to plan attendance up to a year in advance to ensure enough time to plan for travel, lodging and logistics. Follow the information below in the order that makes most sense to you and the trade show you're attending.
Attendance
Research the trade show to gain some insights on the who, what, when, where and cost.
Location
Select your booth location. The exhibition hall will likely get a lot of foot traffic near the coffee, drinks, snacks and bathrooms. Corners of aisles get a lot of passers-by via the exhibition floor "cross streets," and the center of the floor tends to amass more traffic.
Trade Show Tip
Find out in advance if Wi-Fi will be supplied or if you'll need to purchase it.
Exhibitor Information
Request exhibitor information from the trade show organizers, and ask for pricing and availability of "prime" booths. No one knows more about the trade show than the organizers, so do what you can to get "insider information."
Registration
Fill out exhibitor paperwork and submit it with your deposit. Get the formal confirmation of your registration as an exhibitor and your company's booth location. Many trade shows provide an online registration portal for you to access details about the event. Be sure to find all resources you need as soon as you register.
Budget
Discuss the budget internally. This includes travel, lodging, per diem, registration fees, booth design costs, booth set-up and break down costs, insurance, swag items, marketing collateral, food, etc. Prepare a list of each expense and the total budget before you decide it makes sense to attend.
Return On Investment (ROI)
Conduct a brief cost analysis to determine whether it's worth it for your company to exhibit at the show or simply walk/attend the event. Knowing how many of your target customers will be in attendance will help you figure out how much new business you're likely to win.
Booth Logistics
Standing out should be an important part of your strategy. The way your booth is set up will be the first impression that a potential prospect will have of your business.
Consider how many exhibitors will be at the event when deciding the design of your booth. You're going to want something that turns heads and feels approachable to the passersby. Use the following points to help you plan your display.
Layout
Determine the arrangement of furniture and stands in your booth.
Lighting
Determine if the budget allows for specialized lighting, such as spotlights, to help your booth stand out.
Booth Design
Design the booth and determine what look you want to go for with:
Displays
Hanging Signs
Banner Stands
Kiosks and Shelving
And more!
Trade Show Tip
Request that your booth be equipped with the proper AV equipment and electricity.
Booth Furniture
Ensure that your booth has the necessities: flooring, table(s), chairs, electricity, trash bins, etc. that are typically included with a booth.
Food & Alcohol
If you'll be requiring special catering services (e.g. serving light bites and champagne for happy hour at your booth), then find out if food and alcohol are allowed at exhibitor booths and whether special permits or fees are required.
The Finer Things
See if you need and can afford custom or special order items for your booth, such as a couch, mini-fridge, or private conference room for VIP meetings.
Shipping
If the trade show is not local, then you'll need to factor in shipping and freight costs, insurance and any overseas fees/taxes that apply (i.e. customs). If you're going to order branded graphics, pay attention to production and delivery timelines to ensure that you receive your items in time for the show.
Marketing & Advertising
The trade show won't be worth your investment if you're not getting new business from it. You'll need to plan well in advance if you want to meet the right people and stay top of mind. The items below will help you attract new leads and keep in touch with them after the event.
Marketing Plan
Develop your marketing plan for before, during and after the show. Include social media marketing.
Swag
Order swag items to help generate booth traffic. Oftentimes, it’s the simplest items that catch people’s attention. Remember, adults are just large children; they still get excited by stickers, toy guns and booth magicians.
Giveaway
Determine giveaways, contests, prizes etc. for lead generation at the show.
Trade Show Tip
If the show is held overseas, consider printing special business cards in English and the language of the country you're visiting. Visitors to your booth will consider this gesture as one of utmost respect.
Collateral
Order marketing collateral for the show: business cards, pamphlets, brochures and samples.
Literature Racks
Order stands, shelves and racks for your marketing collateral and samples.
Lead Capture
Lead capture devices are typically offered during your registration to the trade show and require an additional fee. Request a card scanner or badge scanner from the trade show organizers to capture leads easily. This is not a marketing suggestion to capture leads; it is a “must”. It’s the only way you’ll get any ROI on the show.
Sponsorship
Determine whether your company will pay for a sponsorship and/or presenter position that will warrant additional marketing and advertising opportunities.
Invitations
Send out formal announcements notifying your clients and contacts that you will be exhibiting at the show, and don’t forget to include an invitation to visit your booth along with your booth number. Begin reaching out to your prospects 2 to 3 months prior to the trade show and reach out at least 3 times before the event.
Meetings
Schedule meetings with top clients, prospects and key contacts to be held at the trade show. Allow your contacts to select a meeting time that works for them using a calendar tool.
Video
Compile a presentation, slideshow or video that showcases your products/services to be played and looped on a TV at your booth.
Follow-Up Campaign
Prepare your email follow-up campaign prior to leaving for the event. If you wait until the event is over, then you’ll likely never get to it; you can expect to be drowning in work that you need to catch up on.
Personnel & Arrangements
With all your planning underway, don't forget to make arrangements for your team well in advance. Follow the checklist below to get everything prepared for your team to have a smooth and effortless trade show.
The Team
Determine which employees will be part of the “dream team” and best represent your company at the show. Be sure to check everyone’s schedule to avoid any calendar conflicts.
Travel & Rooms
Book flights, hotel rooms, transportation and any other necessary travel arrangements. Vacation rentals can end up being more affordable than hotel rooms, especially if you’re traveling with a diverse group. Rather than getting separate or shared hotel rooms, you can opt for a condo. Each person will get their own room in a shared space; this could make booking a shared space for males and females easier, as long as you have enough bathrooms!
Trade Show Tip
If the trade show is out of the country, make sure your team members have passports or proper travel documentation on the day of travel to fly to and from another country.
Per Diem
Determine and approve per diem, or each individual’s daily allowance for expenses.
Shifts
Construct a shift schedule for each day of the trade show so that all representatives know when they are required to be at the booth. It’s good practice to have two people at a booth to handle traffic spikes. There’s nothing more upsetting than seeing someone walk away because they were tired of waiting to talk to a representative.
Dress Code
Make sure your attire fits your brand. Is your company sleek and modern, traditional, or fun and quirky? Dress the part. Order any special uniforms that your team may need to wear for the trade show, if you decide it’s appropriate. If you’re wearing uniforms, ensure that each person has at least two or three branded shirts to wear for the length of the entire show, so they’re not hassling with dry cleaning.
The Finer Things
See if you need and can afford custom or special order items for your booth, such as a couch, mini-fridge, or private conference room for VIP meetings.
Shipping
If the trade show is not local, then you'll need to factor in shipping and freight costs, insurance and any overseas fees/taxes that apply (i.e. customs). If you're going to order branded graphics, pay attention to production and delivery timelines to ensure that you receive your items in time for the show.
In Closing
Before you head off to the trade show, go through this list to ensure that you and your team have all your ducks in a row, because a well-prepared team is a successful team. Last but not least, to guarantee that a trade show is worth all the blood, sweat and tears, be sure that your team follows up with new leads in a timely manner after the trade show. Best of luck!
About Ace Displays
In 2006, Ace Displays was founded in Southern California with the desire to provide quality products at competitive prices with the fastest delivery times in the industry. We believe purchasing an event display and its accessories should be an easy and exciting experience. Leveraging our short lead times to differentiate ourselves, we exist to connect people by providing event solutions that create conversations and lasting impressions.
Our Mission
Our mission is to provide the best event & trade show displays at budget-friendly prices with unparalleled service to ensure we exceed our clients expectations and to foster an environment our employees are proud to work in.
The Ace Method
We are excited to work with you - from meeting your budget to meeting your deadlines - we will help you create a display that looks great and asserts your presence. To aid in what can be a rather laborious process, Ace has developed a 6-step method to get you a display quickly and easily so you can focus your time on other areas of your business and upcoming events.