Exhibitors work with detailed checklists covering everything from signage to aspirin.
Veteran exhibitors at any trade show jump into action months before a program opens. These seasoned professionals rely on a long list of details to stay organized during the advanced preparations. They mark off their to-do listings every step along the way as they oversee the printing of marketing materials, rehearse their handshakes, and stuff packing materials into crates containing their company booth. An exhibitor checklist makes the difference between an effective presentation and a lackluster event.
Goals
Establishing objectives is the first step in developing a trade show plan. Every activity and idea centers on that strategy. The event planner might want to build awareness of new products, generate new customers or highlight the company's image. This purpose serves as the theme that supports the entire trade show appearance. For example, pushing products requires preparing associates so they can articulate the value of their merchandise to visitors. Generating sales leads requires aggressiveness when walking up to strangers.
Logistics
Setup of a booth requires 12 to 14 weeks prior to the trade show, according to TradeshowsandEvents.com. The exhibitors handbook outlines space requirements, which dictates the design and available lighting. An event manager determines his budget that includes rental or purchase costs of the frame, carpeting, tables, and sound equipment. He factors in shipping expenses, as well as costs of erecting and tearing down the booth. Not only is he looking at dollars, but also he considers the investment of time.
Staffing
Trade exhibits are group efforts. A team lead prepares her colleagues by reviewing the company's trade show objectives during ongoing staff meetings that start four months before the show. She uses role playing and scripts so that her associates are comfortable stopping people who walk past the company's booth. Appropriate attire is critical to anyone who works at the trade show. Trade show participants typically wear matching polo or denim shirts that display their employers' logos.
Packing
The booth and all the sales handouts are transported to the show site several days before the opening date. Prior to packing and shipping, presenters often prefer to assemble the booth and signage in their offices to ensure nothing is missing. They also follow a checklist of the inventory, such as business cards, prize giveaways, registration forms for prospective clients' data, and any laptops and software used in presentations. A seasoned exhibitor remembers to pack relaxed shoes and acetaminophen for personal comfort.
Tags: trade show, company booth, months before