Survival Kit for Trade Show
Pre-Show Effort:
- Review Show with Staff – what is expected from each department of the company to have a successful exhibit
- Review the arrangements for the booth i.e., type, size, colors, logo etc.
- Create an Eye Level Attraction
- Review Floor Plan and location of our booth at the show
- Make round trip shipping arrangements for your booth
- Review all Show Forms and submit to show management for carpets, furniture, electrical and set up personnel
- Request a program from the sow producers that you can use for planning purposes
- Develop a relationship with the show producers
- Develop a show theme (new product intro, revised pricing, new member of the management team)
- Review and agree on a script for the company people who will man the booth
- Develop your Opening Active Question and responses to other questions that will be asked at the booth
- Arrange meetings and/or contact with exhibitors who could be suspects/prospects/clients
- Press Releases to trade journals and local papers
- Develop company news/press releases for the show. Product announcements, new pricing, new programs
- Develop Press Kit
- Review and agree on what products and services will be presented
- Develop a handout for the show, literature, tri-fold
- Develop Contact Form to be used at booth
- Review Mailing List/e-Mail List of those you intend to invite to this Trade Show to see your products
- Send out letters/e-Mail to clients and prospects inviting them to this show
- Develop client follow up list for the booth
Show Effort:
- Make sure company handouts are available and accessible
- Review script and opening active question for the show, with the people who will have booth duty
- Review qualification sequence, with people who will have booth duty
- Plan to walk the show to gain knowledge of the exhibitors and attendees
- Have available Staplers, Business Cards and writing utensils, notepaper, equipment spares and service kits
- Hand on hand, booth and equipment cleaning materials
- Make sure all booth personnel know when they are on duty
- Review where booth personnel will stand to promote company and products on display
- Review lead daily from the show. Prioritize leads, apply triage when necessary.
- Arrange for form letter/e-mails to be send out by the company with copies send out by the company, with copies sent to the person responsible for follow-up
- Arrange appointments/business meetings with qualified contacts
- Have a log that list appointments from the show
- Continually checks the flow of attendees pass your booth
- Bring an extra pair of shoes for standing
- Check dress and demeanor
- Check Press Kits: check that the press room has enough kits
- Pick up competitors’ information
- Arrange to see demonstrations of competitors’ applications, products or services
- Stay alert, have a positive attitude, look and act successful
- Clients and prospects want to deal with successful people in successful companies
Post Show Effort:
- Review with Show management the overall impression of the show
- Make financial arrangements and pick your booth and location for next year’s show
- Make arrangements to pack and return the booth to your company. List problems with booth that should be addressed when you return to your office.
- Review all leads from show. Prioritize leads, apply triage when necessary.
- Check on form letters to clients, prospects and suspects
- Review with company personnel who were at the show their impression, good and bad. What was accomplished, what needs to be done next time?
- Review what your competition had on display
- Rate competitors effort at the show
- What impression did you and the members of your staff get from the show
- Follow-up