The Exhibitor Checklist: Tips for trade show strategy
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The organisation process of a trade show is not an easy task, it requires planning, integration, coordination and control of all the necessary elements: internal and external staff, providers, organises, etc…
We propose a checklist that presents a series of details and progressive activities with a calendar.
It a model with the planning of one year for planning the trade show.
One year before:
– select the trade show according to the objectives
– get participation information
– send the completed information
– reserve the exhibition space
– sign and send the contract to the organising company
– prepare the budget
9 months before:
– define the materials and the technical and sales documents (concept, order and production)
– consult and select the company to design and build the stand
– check the sample and budget for the stand
– verify the technical regulations of the trade show
– design the staff logistics (travel, hotel, budget, ..)
– inform the staff about the attendance of the trade
6 months before:
– consult and select the transport company
– control the production of the decoration of the stand (panels, signages, photographs, TV/video, ..)
– define the material for the display (equipment, products for display)
– supervise with the fitter the contracting of connections and supply (water, electricity, compressed air, gas) as well as furniture and floral decoration
– contract the following services: telephone, email, fax, cleaning, security, hostesses, interpreters, parking, photographer
– program the registration in the exhibitor catalogue
– reserve the conference rooms and product presentation
– review the budget. Verify the deviations
4 months before:
– reserve hotel and flight
– design the promotion program to attract visitors
– contract a publicity in the specialised press and the trade show catalogue
– supervise the production of brochures, catalogues and namecards
– review the budget
3 months before:
– send the insurance contract (robbery, fire and transport)
– check passports, visas and accident insurance (for foreign trade shows)
– control and follow-up of staff
– review the budget
2 months before:
– check the reception of invitations, exhibitor pass, parking tickets
– start the campaign to attract visitors: telemarketing, mailings, sales visits, distributors, …
– develop the press campaign: prepare press release and dossier (publication, novelties, articles)
– control the shipping of goods
– review the budget
1 month before:
– check inventory for the stand
– continue the campaign to attract visitors
– confirm flight and hotel reservations
– announce to the staff of the company who will attend the stand (marketing, sales, technical)
– check the availability of graphics materials (catalogues, brochures, namecards, gifts)
– check the hiring of the services for the trade show
– prepare the contact cards of the visitors
– review the budget and check the deviations
1 week before:
Call a meeting with the staff of the stand with the aim to :
– recall the participation objectives
– assign tasks and responsibilities
– go through the sales techniques and behaviour in the stand
– plan the shifts and daily meeting for evaluation
– for foreign trade shows, inform the staff about the characteristics of the country: mentality, habits, language, protocol in sales deals, …
– stimulate the sales force. Fix premiums and compensations.
During the trade show:
It is necessary to maintain daily meetings with all the staff attending to the stand to get opinions, resolve objections, clear doubts, evaluate the results and make any necessary corrections to ensure the success of the next few days of the trade show.
