There are multiple steps that go into setting up a successful trade show booth. These steps can start many, many months in advance of the actual show. Setting up an easy-to-follow checklist can help minimize errors along the way and ensure a productive show.
One Year Before Trade Show
- Book your trade show booth space. The earlier you book in, the better options are often available, and you can often get “early bird” specials.
- Review your paperwork and note any requirements. Such as insurance requirements, forms, deadlines.
- Decide on objectives. Why are you going? How does this fit in your with marketing efforts?
- Outline a budget before spending starts.
8-12 Months Before Trade Show
- Start getting more specific with your goals.
- Set a target ROI for the event. Do you have lead targets? How many are you after?
- Start developing the marketing strategy to achieve these targets. Giveaway sign ups can be a great way to collect lead contact information.
- Plan the trade show booth itself.
- Work out the design and manufacturing necessary for the booth.
4-8 Months Before Trade Show
- Determine any lighting needs you may have. Will the event’s lighting be enough, or will you need to bring your own to really showcase your work?
- Make sure any collateral that corresponds to goals and offerings is ready. If you’re using the show to launch a product, make sure you have all of the advertising materials you need.
- Select your trade show team. If you have an international team, allow plenty of time for passports and visas to be put in order.
- A Couple Months Before Trade Show
- Ensure all signage, products, and giveaways are going to be designed, manufactured and ready in time.
- Sort out freight details for getting material to the show.
- Begin trade show marketing and research activities.
- Research which competitors will be attending.
- Reach out to attendees and book appointments.
- Start social media awareness campaign.
- Confirm travel details of all attendees. Air faire, passports, accommodation, etc.
Weeks Before Trade Show
Ensure all trade show booth attendees:
- Have office supplies ready. Pen, paper, ink, scissors, etc.
- Know the goals of the booth and overall strategy.
- Know their elevator pitch and are prepared to answer tough questions.
- Are trained in trade show booth skills and strategies like effective body language.
- Prepare small items like:
- Hand sanitizer
- Breath mint
- Energy-based snacks
- Chapstick
- Bottled water
This checklist will help ensure you don’t unexpectedly end up at a show without your marketing material being ready, or missing an attendee on a flight connection. Start your plan early and tick off the steps as you go along. The earlier you discover a problem in the plan, the easier it will be to fix.
