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Are you getting the best return on your show investment? This simple checklist acts as a reminder for many of the questions you need to ask and answer before exhibiting. They help guarantee your professionalism.
PLANNING Planning begins with show research 18-24 months prior to the event. What other events are scheduled on those dates? How convenient is the show location? What percentage of attendees come from our major service areas? What percentage of attendees come from our target market? What does show management do to promote the show? What is the show’s past success rate? Which of our competitors also exhibit at this show? Will show management provide a list of previous exhibitors to contact about the show? Has someone from our organization visited the show? How much will our investment need to be in this show? What type of promotional assistance does show management offer? What audience quality information can show management provide? What return on investment can be expected from each show?
INDIVIDUAL SHOW PLANNING Planning should begin 9-12 months prior to the event.
What are our exhibiting objectives? Do we have a written exhibiting plan? Has an exhibiting budget been established? Has our space been reserved? Has the necessary deposit been paid? What booth design will meet our objectives? Can we refurbish/use our current exhibit? Do we need a new exhibit? Do we need new graphics? What show services/items need to be ordered.
What freight arrangements need to be organized? Are there any union restrictions we need to know? Has insurance been arranged? Do we have a tool kit organized to take to the show? Have the necessary hotel arrangements been made? When is final payment due for our booth space? Are credit card services needed for booth sales? Is a vendor’s license needed? Has a lead card been designed and printed?
PROMOTION Promotional opportunities need to be planned 6-8 months out.
Pieces?
Have press kits been prepared? Do other PR opportunities need to be planned? Has our show guide entry been completed and mailed? What promotional giveaways will best enhance our message? What on-site promotional do we want to organized?
How many tickets need to be ordered? Have hospitality functions been planned?
PEOPLE Plan your booth team 4-6 months out.
Has a booth manager been appointed? Has staff training been organized? Has a pre-show meeting been scheduled? Is the booth team familiar with products/services being displayed? Has a practice demonstration session been organized? Will a technical representative be available to answer questions? Has a dress code been established? Have badges been ordered for all booth personnel? Do the booth personnel have sufficient business cards? Has a booth schedule been planned? Who will oversee booth installation and dismantling? Does that person understand the move-out procedure?
PRODUCTIVITY Prepare as much of your post-show activity as possible prior to the event.
How will sales from the show be monitored? What kind of reward/recognition will the exhibit staff receive? How will the show be evaluated for future participation? Did we manage to stay within the estimated show budget? Does the budget need revising for next year? What other shows opportunities nationally/internationally could be explored?
SUCCESS FORMULA: Take immediate action wherever needed and always plan for the unexpected. Remember, you can’t just show up!!! |
