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Planning a Trade Show - Seven Steps

Planning a Trade Show - Seven Steps. 1. Define Goals & Objectives 2. Select the Show & the Space 3. Set a Realistic Budget 4. Design the Booth 5. Train the Exhibit Staff 6. Manage the Leads 7. Evaluate the Show’s Success. 1. Define Goals & Objectives.

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Planning a Trade Show - Seven Steps

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  1. Planning a Trade Show - Seven Steps 1. Define Goals & Objectives 2. Select the Show & the Space 3. Set a Realistic Budget 4. Design the Booth 5. Train the Exhibit Staff 6. Manage the Leads 7. Evaluate the Show’s Success

  2. 1. Define Goals & Objectives • Prioritize answers to the following question: Why are you exhibiting? • To close a sale? • To create a database of names? • To make contacts ? • To establish a presence? • Other? Tip: $997 US to close a field sale lead V. $550 US to close a trade show lead(Source: Center for Exhibition Industry Research)

  3. 2. Select the Show & the Space Questions for Show Management: • How many attendees? • How is the show being promoted? • Who has attended in the past? • Will the people I want to reach attend? Questions about Booth Space: How much space do I need? Who am I near? What obstructions and restrictions exist? Inline, peninsula or island booth? Tip: ask your best customers which shows they visit as attendees.

  4. 3. Set a Realistic Budget • Exhibit Design, Construction, Prep, Refurbishing • Space Rental Costs • Freight Transportation (including Drayage) • Show Services (Electrical, Rentals, Labor, Water, etc.) • Other (Presenters, Accommodations, Training, etc.) Tip: ~ 34% of expenses are affected by construction Source: Center for Exhibition Industry Research

  5. 4. Design the Booth • What one (1) message should your exhibit communicate in three (3) seconds? • It’s the visualbitegeneration! • Competing with hall clutter • What are your step 1 goals? • What’s your timeline? • What’s your draw? • Feature/Benefits? • Pre-show promotion? • Entertaining or skilled staff? • Contest or at-show promo? • Product interest? • Company recognition • Booth design? Tip: 75% of attendees come with a prepared agenda

  6. 5. Train the Exhibit Staff • Review show & staffing goals • Create & communicate a schedule • Review competition • Review ergonomics • Role-Play the sales pitches • Hold accountable for lead generation or sales Tip: Hire a trade show sales coach to lead your team through role-playing.

  7. 6. Manage the Leads • Decision Point: What is a qualified lead? • Create a lead sheet or lead info system for each lead • Create a Lead follow-up system • Assign the lead manager • Measure Sample Lead Sheet Name________________________ Title_________________________ Company_____________________ Address______________________ City__________State___ Zip_____ Phone___________Fax_________ Email________________________ Interested in __________________ When Needed ________________ Comments ___________________ Assessment 1 2 3 4 5 etc. Sad fact: 80% of trade show leads do not receive follow-up.

  8. 7. Evaluate the Show’s Success • Number of leads? • Staff Feedback? • Booth Attendance? • Sales? • Cost per Lead?

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