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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:
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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 Exhibiting Plan
Writing out an exhibiting plan not only clearly delineates
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 Exhibiting Budget
An exhibiting 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.
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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.
About the Author:
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. For a free copy of 10 Common Mistakes Exhibitors
Make , e-mail: article4@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com
December 2005
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