Choosing to exhibit at a trade show can be a great opportunity for your business to showcase the products and services it offers. It is also the ideal way to build brand awareness and generate valuable leads.
However, if you are a new exhibitor, the entire process can feel pretty overwhelming. There are a lot of boxes to check, from setting goals to your post-show follow-up, so careful planning is essential to ensure you have a successful event and maximize your return on investment (ROI).
Here is a detailed checklist for new exhibitors. It will guide you through each step of the trade show journey, from pre-show preparation to post-show follow up.
Pre-Show Prep
The right preparation before the trade show will set a solid foundation for your success. Here are some of the key steps you should take before you even step foot into the venue and onto the trade show floor.
1. Set Your Goals and Objectives
The first step is identifying your goals and objectives. What exactly do you want to achieve and how will you execute? Some of the more common goals include:
- Generating leads
- Building brand awareness
- Launching new products
- Networking with other industry professionals
- Conducting market research
Having clear goals will help guide your efforts and give you something to measure your success against after the event.
2. Budgeting
A realistic budget is the next logical step. Consider all of your expenses, including:
- Booth space and setup
- Travel and accommodations
- Marketing materials
- Shipping and logistics
- Staffing costs
- Lead management tools
You also want to factor in a contingency budget for unexpected costs that might pop up along the way. A little financial planning can help you avoid overspending and help ensure you are ready for anything.
3. Logistics
Once you have your budget in place, it’s time to plan the logistics of actually exhibiting at the trade show event. Some things to keep in mind when planning include:
- Booking the travel and accommodations for your staff
- Arranging for booth setup and breakdown services
- Shipping your products and booth materials to the venue
- Obtaining any necessary permits or badges for entry
- Confirming exhibit hall hours and guidelines
If you want to avoid those last-minute headaches, plan these things well in advance of your trade show event.
4. Booth Design and Setup
Your booth is your brand’s physical presence at the show, so you want to make sure it is eye-catching and inviting. Consider working with a booth design company or using rental services to get professional results without breaking the bank. Elements to consider for your booth design include:
- Branding consistency (colors, logos, and signage)
- Space for product displays
- Comfortable seating for attendees
- Technology integration like screens and tablets
- Plant rentals and florals to enhance the aesthetics
Above all, you want to make sure your booth design aligns with your goals and really draws people in.
5. Marketing Materials
Next, you will need high-quality marketing materials to distribute at your booth like:
- Business cards
- Brochures or pamphlets about your products or services
- Branded promotional items like pens and tote bags, etc.
- Digital showcasing like videos or slideshows
All of your marketing collateral should also be consistent with your brand and provide attendees with valuable information.
6. Pre-Show Promotion
Don’t wait for the show to start promoting your presence. It is essential to start building up that hype and excitement beforehand.
- Announce your participation on social media and your website (Tip: find the show’s official hashtag and be sure to set an alert and follow the show for updates)
- Send email invitations to current customers and leads
- Schedule meetings with key prospects in advance
- Collaborate with industry partners to cross-promote
The more you promote your brand ahead of time, the more likely you are to drive traffic to your booth.
At the Trade Show
With your pre-show prep done, it is time to execute your plans on the trade show floor. Here are some key steps to follow.
1. Booth Staff
Your booth staff will be the face of your company at the show, so it’s essential to make sure they are trained on the following:
- How to engage with attendees
- Understanding your products and services inside and out
- How to handle objections and answer questions
- Proper lead capture techniques
Your staff should be friendly, approachable, and knowledgeable. An engaging team at your booth can make or break your success at the trade show.
2. Lead Capture and Management
Collecting leads is one of the most important tasks at a trade show event. Make sure you have a system in place to capture information efficiently.
- Scan badges or business cards
- Use lead capture apps
- Collect handwritten forms
Once you have your leads, have a plan in place for how to manage and handle them as well.
3. Networking and Engagement
Trade shows provide unique opportunities to network with industry professionals and potential clients. Don’t limit your engagement to just the people who visit your booth. Attend networking events, presentations, and workshops to build relationships and expand your professional network.
Consider capturing these moments with professional videography to showcase your brand’s involvement and interaction.
4. Showcasing Your Products and Service
The trade show really is your time to shine. Make sure your booth effectively showcases your offerings. You can do this through live demos, interactive displays, and even product samples.
Hiring a professional photographer is also a great idea for capturing high-quality images and to add visual appeal to your post-show marketing efforts.
Post-Show Activities
Wait, don’t sit back yet. Once the trade show ends, there’s more work to do.
1. Lead Follow-Up
Timely follow-up is important for maximizing your ROI. Reach out to leads within a few days and personalize your follow-up communication. Consider using an email marketing campaign or personal phone calls to effectively nurture your leads.
2. Evaluation and Analysis
Take some time to review key metrics like the number of leads captured, the cost per lead, sales generated from the show, and the ROI based on your goals. This feedback helps you determine what worked and what you can do to improve for next time.
3. Post-Show Marketing
Keep the momentum going even after the trade show. Send a thank you email to leads and current customers who visited your booth and share key highlights from the event. You can use content from the show, like photos, videos, and testimonials, in your marketing materials, newsletters, and social media posts.
Participating in a trade show event can be a big game changer for your business, but it does require some careful planning and execution. In order to maximize your ROI and be set up for success, it is important to follow these tips.
Are you ready to start preparing for your next trade show event? Contact Expo Ease today to discuss all of your upcoming trade show needs.
