Countdown to Success:
12 Things to Do 12 Months in Advance
When a show’s a year away, it may seem like you
have lots of time to get ready. But appearances
can be deceiving. Twelve months is not long, especially
with all the pre-show planning, training, and preparation
you’ve got to do. Here is a checklist of
sixteen vital items that need to be done approximately
one year before you set up your exhibit:
1. Identify Where The Show Fits In Your Marketing Strategy
Every show has a purpose. Do you want to introduce
a new product to a new market? Increase existing services
in an existing market? Increase your visibility in a
new geographical region? Reinforce existing customer
relationships? Knowing what you want to achieve
at any given show is vital to your success.
2. Decide Which Products To Focus On
Your company may produce dozens, even hundreds of different
products. Obviously, you can’t showcase
all these items at a trade show. Attendees would
be overwhelmed. Instead, with one eye on your
marketing strategy, select those products that need
to take center stage. Remember that 70% of people
attending shows are looking for something NEW!
3. Identify Your Target Audience
Ideally, every show would be attended solely by consumers
desperate to buy your products and services. However,
things don’t always work that way. Determine
who the decision makers are in your industry, and exhibit
at the shows they attend. You want to spend your
time talking with the people who have the power to make
purchasing decisions.
4. Identify Your Exhibit Objectives
Clearly explain to your booth staff what goals you expect
them to meet during the show. Make these goals
quantifiable. Examples could be number of leads
generated, target sales figures, gathering marketing
intelligence or educating your target audience.
5. Write an Exhibit Plan
Writing out an exhibit plan not only clearly deliniates
what needs to be done before, during and after the show,
what your exhibit team need to do, and a timetable.
Include every step of the show in the written plan,
leaving nothing out. Re-reading this plan will
allow you to identify any items you’ve overlooked.
6. Establish an Exhibit Budget
An exhibit budget should include every item needed for
show participation. Beyond registration and space
rental fees, include charges for show services and transportation.
Add in the cost of your exhibit design, signage, graphic,
and display materials as well as advertising, promotion
and special activities. And, finally, don’t forget
your exhibit team’s travel, accommodation and
meal expenses.
7. Reserve Your Booth Space
Prime real estate go fast! To get the booth space
you want, remember to reserve early. Avoid ‘discounted’
spaces in out of the way aisles or near the bathroom.
The savings realized won’t balance out all the
attendees who never get near your booth – or worse,
who go by in a big hurry with other things on their
mind!
8. Pay Deposits
Check in with the accounting department to make sure
deposits are paid on time. This often-overlooked
item can cause all kinds of headaches, not to mention
high late-payment charges.
9. Ensure Booth Design Meets Objectives
There are no one-size-fits-all displays. Make
sure your design meshes with your marketing plan, helping
to support current objectives while maintaining your
corporate image. Booth layout is vital.
Make sure it contains all the needed elements, including
a ‘quiet’ place to talk with hot prospects.
10. Assess Your Current Exhibit
Give your current exhibit a critical once-over. Does
it still look sharp and engaging, or is it tired, faded,
and worn? Signage and graphics sometimes travel
around the globe several times in a year – and
they don’t always look better for it. Check
flooring material for wear and tear as well as your
other displays.
11. Purchase New Items as Needed
Order new graphics and signage as far in advance as
possible. This way, if there are any mistakes,
you’ll have time to make necessary corrections.
Additionally, allowing yourself extra time gives you
the room to negotiate for the best deals. As you
replace worn items, make sure the old ones are disposed
off – you wouldn’t want your booth staff
setting up last year’s signage by mistake.
12. Order Show Services
Show services should be ordered in advance. These
can include electricity, signage, audio/visual equipment,
booth cleaning services, plants and flowers, telephone
and computer hookups, waste removal, and furniture.
You’ll be sure to get everything you need, and
enjoy a substantial savings over those who wait for
the last minute to order these items.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach,
Lake Placid, NY, author: “Meeting & Event
Planning for Dummies,” working with companies
to improve their meeting and event success through coaching,
consulting and training. Trade Show Marketing by “The
Trade Show Coach” – Susan Friedmann, CSP.
For a free copy of “10 Common Mistakes Exhibitors
Make”, e-mail: article4@thetradeshowcoach.com;
website: www.thetradeshowcoach.com
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