Once the show is chosen, preparation must start for a planned execution.
Activities to Be Done before the Show:
Deciding the size and location of the stall.
Booking the stall.
The layout of the stall.
List of things to be displayed at the stall.
Decision on who will stand at the stall on behalf of the company. The booth must be properly staffed, not too many people, not too less.
List of things which will be required at the stall. Out of these, which things will be taken from our office and which will be bought separately?
Booking of tickets, accommodation etc. (if the show is not happening in our own city.)
The dress code for our representatives attending the stall.
What will we be presenting about each thing that we are displaying?
There could be four types of visitors to our booth:
Curious onlookers and others (not relevant to our business)
Decide what would be our approach towards each type of visitors and what literature, inputs we will give to each type of visitors.
Decide how will we capture each visitor’s details and where and how will we note down actions or tasks to be executed after the trade show.
Plan how the visitors at our booth will be attended. Decide the logical sequence of the interaction.
Decide whether any eatables or beverages will be served to the visitors or not. If yes, decide what, where and how.
Fix up the responsibility of each person at the stall. Everybody should be clear about their role at the show.
Arrange how the material will reach the trade show venue.
Check whether any temporary help resources (Hosts / hostesses etc.) will be required at our stall. If yes, how will we source them?
Arrange to send invites to our existing customers, vendors and other associates to the trade show.
Prepare the information or press note about our business that will be given to the trade show directory or publication covering the show.
Prepare the total estimated budget for the participation in the show.
Remember, exhibitions or trade shows are the places where customers come to us, to know about our product or brand. In all other marketing activities, we are trying to communicate to the customer when she may not be ready. Here, the customer is ready and expecting to interact with our brand, so we must make sure that we take full advantage of this special opportunity.
Learn more about trade shows as an effective marketing tool only at LSBF.
Like the article? Subscribe to the Feeds Now!