You’re either a planner by choice or a planner by necessity. Or you “wing it.” We’ll ignore the “wing it” group since they probably clicked to “5 Easy Steps to Trade Show Success” once they read the word “planner.”
When it comes to trade shows, someone has to be the master planner. They don’t have to make every decision, but they do have to own the list, including additions, revisions, and due dates. In other words, someone has to be the adult about your trade show planning.
So why keep a trade show checklist? Trade shows are expensive, often as much as 30-40% of a company’s annual marketing budget, and trade show costs keep rising as freight, labor, travel, and show services increase often at double-digit rates.
The person who manages the Trade Show Checklist will be able to maximize your budget by ensuring the timely booking of travel, lodging, freight, and promotional materials and the completion of show forms during the less expensive early bird dates. Honestly, it’s a thankless job, but one that’s just as important as the creative, sales, and marketing tasks required for a successful trade show program.
Why You Need a Trade Show Checklist
Start by searching the internet for a “trade show checklist.” There’s no shortage of examples. Some are free. Others have a cost. None are identical, because no shows, companies, or individuals are identical. Ideally, create your own or ask your exhibit house if they have a template.
The person who manages the Trade Show Checklist will be able to maximize your budget by ensuring the timely booking of travel, lodging, freight, and promotional materials and the completion of show forms during the less expensive early bird dates. Honestly, it’s a thankless job, but one that’s just as important as the creative, sales, and marketing tasks required for a successful trade show program.
The checklist also ensures nothing gets forgotten or overlooked. Which can and will happen to new exhibitors. There are big “Oh No’s!” like not scheduling freight to and from the show, booking labor to install and disassemble your exhibit, and forgetting to purchase flooring. Those can be expensive to purchase at the last minute. Then there are the “Oh Darn!” tasks like not including cleaning supplies in the case/crate, sending literature at the last minute, or not ordering lead retrieval until you arrive at the show. They’re annoying but not catastrophic.
Finally, trade shows are stressful and stress is the exact opposite of what you want before, during, and after a show. Admittedly, checklists are not stress-free since it’s all about completing tasks (which often require the assistance of others) and completing them on time and with accuracy. With each passing show, trade show checklist management becomes easier – and it’s not because the number of tasks gets shorter. The list often gets longer. Knowledge and experience make the job easier. Completing the electrical form, which gave you hives, takes minutes instead of hours. And, after a few hiccups, you understand when to schedule I&D labor vs. rigging vs. flooring. You’ve done the trade show choreography and every move, every step has a logic that seemed utterly random before.
Detailed Trade Show Planning Checklist: Preparing the Logistics
In reality, you need both a budget template (shown below) and a checklist. And while they serve two different purposes, managing costs vs. managing tasks, there’s considerable overlap.
Your budget template can serve as your preliminary checklist, but eventually, your checklist will be longer and will include dates, names, and other details. Some companies already use designated project management software like Asana, but in reality, Excel or even Outlook are sufficient in the beginning.
Trade Show Exhibitor Checklist: Assembling Your Exhibit & Team
Start by identifying the departments and individuals who should “own” elements of the trade show program. It’s more than just Marketing. Sales, Product Development, Customer Service, Shipping, and Accounting/Finance all have roles and responsibilities in successful trade show programs. Successful trade show marketing requires a broad-based commitment in the company, including (and especially) from Senior Management.
In most cases, you’ll be working with an exhibit house partner on your trade show marketing strategy, exhibit design and build, freight, and storage. Their knowledge is invaluable as a resource. They may even have a generic trade show checklist available for you to use.
Some of the preliminary items on your checklist should include:
Exhibition goals and strategy
Budget
Departmental responsibilities
Show date(s) and due dates for ordering services
Exhibit design meeting(s)
Graphic design meeting(s)
Identifying booth staffing and responsibilities
Booking travel and lodging
Creating pre-show, show, and post-show marketing/sales plan, including sponsorships, mailings, invitations, and in-booth events and activities
Designing and ordering promotional materials and giveaways
Scheduling freight to and from the show
11 Must have Trade Show Setup Supplies
Trade shows are a delicate balance between order and chaos. Here’s a list of 11 often-forgotten items that will make your job easier and more efficient.
White Gloves for handling graphics
Power Strips and Extension Cords labeled with your company name/contact (renting them at the show will be equal to the cost of your oldest child’s first year of college)
Packing Tape (for dismantling/repacking)
Cleaning Supplies/Wipes/Magic Erasers (for setup cleaning and before the show opens each day)
Setup Instructions/Printed Staging Photos for faster setup. It’s important to label which crate has the instruction booklet so your team knows where to start
Extra Velcro for wire management or last-minute graphic add-ons
Sharpies for “Empty Crate” labels and for boxes during repacking
Steamer to remove wrinkles from fabric graphics
Lint Roller
Vacuum after installation and before the show opens. This saves on cleaning and is faster so you don’t have to wait for the GSC cleaning services.
Small Toolbox with basic tools like screwdrivers, boxcutter, allen wrenches, measuring tape, and anything else essential to your display assembly.
8 Personal Tips and/or Supplies for Any Exhibitor
Comfortable (not new) Shoes.
Belt (if you’ve ever had to buy a belt in a casino shop, you know why you don’t want to forget it).
Your “Go To” Pain Medication.
Laptop, Phone, Tablet Charging Cords.
Plastic Dry Cleaning Bags for Your Already Clean and Pressed Clothing.
Early Morning/Late Night Snacks
Breath Mints (for you and close friends)
Business Cards (yes, at least a few, for those moments when only a business card will do).
Additional Tips for a Successful Trade Show
Trade show marketing is marketing… but a specialized form of marketing. Expertise takes time. A healthy mix of personal experience, professional advice from exhibition experts, and online resources can significantly shorten the learning curve.
In order to make the most of your investment, it’s important to be prepared and have a plan in place. Here are some tips for a successful trade show:
1. Set clear goals and objectives. What do you hope to achieve at the trade show? Are you looking to generate leads, increase brand awareness, or launch a new product? Having clear goals will help you measure your success and make sure your efforts are aligned.
2. Choose the right trade show. There are hundreds of trade shows held each year, so it’s important to choose one that is relevant to your target audience. Research different trade shows to find one that is a good fit for your industry, size, and budget.
3. Develop a strong marketing and promotional plan. Let people know you’ll be at the trade show and what you have to offer. Use social media, email marketing, and press releases to generate interest.
4. Create a visually appealing and functional booth. Your booth is your home away from home at the trade show, so make sure it’s a good representation of your brand. Use bright colors, eye-catching graphics, and clear signage. Make sure your booth is staffed with knowledgeable and friendly representatives who can answer questions and provide information about your products or services.
5. Prepare a sales pitch. You’ll have a limited amount of time to talk to potential customers, so make sure you have a clear and concise sales pitch. Practice your pitch beforehand so you can deliver it confidently.
6. Follow up after the show. Don’t let your leads go cold! Follow up with potential customers within a few days of the trade show to thank them for their interest and schedule a follow-up meeting or call.
Classic Exhibits is Here to Help with Your Trade Show Checklist!
For over 30 years, Classic Exhibits has specialized in trade show exhibit design, manufacturing, and exhibition marketing. That expertise comes with an obligation to educate new exhibitors and guide them toward best practices, like careful budgeting and detailed checklists. Success at a trade show isn’t haphazard or random. It happens when exhibitors have a clear strategy and execute it with discipline and precision.
Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America. For more information, contact us at 866-652-2100 or www.classicexhibits.com.
For years, we’ve joked that Distributors often describe Classic Exhibits based on their last order. We build “custom exhibits” or “portable displays” or “charging solutions.” Or we’re a “rental provider” … Which makes Jim Shelman very, very happy.
It’s not unusual to hear, “I didn’t know you did fill in the blank.” Which can be as simple as iPad Stands or as comprehensive as Sustainable Exhibits.
Core Products + Essential Services
To address this, we created a downloadable Products and Services Summary Sheet. Does it include EVERYTHING? No, but it’s close enough for fill in the blank.
If you’re wondering why there’s not an unbranded version, the answer is simple. This document is for you (Classic Distributors), not end-users. Franky, we don’t care if they know what we do. We only care that you know what we do. And now you do.
Please take a moment to download it. Let us know if you have an questions.
For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As the largest private-label exhibit manufacturer in North America, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
What are your odds of succees on the trade show floor?
Ever wonder why so many trade shows are held in Las Vegas. Hint: It’s not because Donny Osmond and Carrot Top are headliners. It’s gambling. Frankly, I love gambling, even if I’m not much of a gambler. The chance to turn $20 into $1000’s, maybe even millions of dollars, is scary seductive.
Gambling may also be the reason I love trade show marketing. It’s playing the odds. Trade shows, just like all games of chance, have very specific odds. While there’s always going to be some luck involved, it’s up to the trade show marketer to choose what “games” they play and how much they wager. Frankly, some of us choose wisely… while others do not. There are no guarantees, only choices based on experience, research, and hunches.
What kind of trade show gambler are you? See below.
Powerball/Mega Millions Lotteries
While not Las Vegas gambling, it’s gambling we know and understand. It’s hard to resist the lure of a lottery when the prize approaches $500 million. You bet $2 to $100 and continue buying tickets until someone wins the grand prize. The odds of winning are not good, actually terrible, but that’s OK. It wasn’t cheap but it wasn’t a lot, and you were going to the convenience store anyway to get an energy drink. Many lottery players don’t even bother checking their tickets if they’re not the BIG winner.
The Multiplier Marketer
You’ve met this trade show exhibitor. They buy an inexpensive display, participate in the BIG show year after year, put little effort into it, and toss away most leads. But next year… they’ll land that multi-million dollar order, and it will all be worthwhile. They’ve bought into the whole “you can’t win if you don’t play” philosophy, which sounds suspiciously like “We go because, we’ve always gone to the show.”
Slot Machines
Who doesn’t love the noise, the lights, and the movement of slot machines? They’re fun and seemingly affordable. True, the odds aren’t great, but they’re better than the lottery, keno, or even roulette. The rules (if there are any) are easy to learn. Best of all, someone is always winning, because you hear the jackpots and the lights flashing. Keep at it, you’ll eventually break even if you just put another $20 into the slot machine.
Wonder Woman Marketer
Plug and play is hard to resist for many trade show marketers. After all, it’s the show organizer’s job to bring attendees to the show. Their hardest decision is which display to choose, and hopefully, the one they select (Wheel of Fortune) will have better odds than the other choices (Game of Thrones or Wonder Woman). Just keep playing you tell yourself and eventually (if you hold your head just right and wear your lucky shoes), you might land that one-in-a-million Progressive client.
Blackjack
In blackjack, you don’t control the cards, but knowing the rules and understanding blackjack strategy can improve your chances of winning. The casual blackjack player may win occasionally, but the professional blackjack player wins consistently. Skill and strategy will alter the odds just enough to give the expert a slight advantage over the house. And if they know how to count cards, then all bets are off for the house advantage.
Splitting Aces Marketer
Unlike slot machines, blackjack skills can be taught and strategies learned. There’s a wide range of trade show marketers in this category, but most have a working knowledge of the rules and regulations and the time to study them. Great marketers tap into the knowledge of those who have been successful at trade shows for years. There’s still some luck involved, but they try to control what’s controllable. And just like blackjack, the “house” will occasionally change the rules to make winning more challenging. It’s up to the exhibitor to find creative ways to improve their odds which can mean shifting to another show if the odds are better.
Poker
Unlike the games previously mentioned, the house makes its money by taking a rake, entry fee, or timed fee from the players. And just like with blackjack, knowing the odds and understanding poker strategy will improve a player’s chances of winning. Yes, there’s luck, but poker adds another dimension… reading people. In poker, it’s possible to have a losing hand and still win. Professional poker players study their opponents, not just while playing but also weeks or months in advance looking for “tells” that will give them an advantage. Preparation, focus, and decisiveness can be the difference between losing everything or winning not just the pot, but the tournament.
I’m All In! Marketer
The trade show marketer, who acts like a professional poker player, controls what they can control. That includes their exhibit, the show services, the location, the attendees, the pre- and post-show marketing, the staff, and the ROI or ROO. They recognize that a successful trade show is always possible if they improve their odds. They’re more likely to attract the right clients to their booth, provide them with a memorable experience, gather the appropriate sales information, and contact them promptly after the show.
But mostly, they’re in control. They don’t get distracted, and they don’t allow their team to play the slots when they should be sitting down for a game of poker.
Not Everyone Gambles
One important note: not everyone at a trade show is a gambler. Some don’t have to be because the “non-gamblers” control the games, set the odds, and determine the rules and regulations. They win the moment someone enters the building. It’s simply a matter of how much they win. There’s nothing wrong with that. In fact, we should all applaud any business savvy and smart enough to create a profitable strategy.
Always Bet on Yourself
As a trade show marketer, you have enormous power as an exhibitor. First of all, you get to choose which shows deserve your business. Not every show does, even if they’re The Major Show for your industry. Secondly, you can negotiate or influence rates, sponsorships, and the fees and regulations of future shows. Will you always be successful? No. But saying silent means the answer is always No.
Finally, smart exhibitors assume their trade show success depends on them, not the show organizers, not the General Show Contractor, not other exhibitors. They control the outcome and do everything possible to manage their expenses, their exhibit experience, and their pre- and post-show marketing. In other words, while they gamble, they always choose games where winning is in their control.
Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America. For more information, contact us at 866-652-2100 or www.classicexhibits.com.
