Tips on: Planning a Trade Show
A simple planning process that will give you a much better return on your investment. Hopefully this simple ‘checklist’ will help you.
The Show
- Is this a once-off show or multi-venue show? (Yes) (No)
- Will this show target the right audience? (Yes) (No)
- Is it well known and well attended? (Yes) (No)
- Is it a show with other non-related products? (Yes) (No)
- Is the size of our stand suitable? (Yes) (No)
(Who are we located beside, will their stand overpower anything we have?) - Have we agreed electrical points, internet access, fixtures and fittings? (Yes) (No)
Is a Carnet document required? (Yes) (No)
Staff
- Who is going to man the show?
(For example if it is a twelve hour day you will probably need three people at a minimum). - Have they any experience? (Yes) (No)
- Have travel arrangements been made? (Yes) (No)
- If someone falls ill is there a replacement? (Yes) (No)
The Stand
- Is it a bespoke stand? (Yes) (No)
- Who is building it and who is dismantling it?
- Are the organisers supplying the stand and graphics? (Yes) (No)
Show Material
- Are you sending out invitations? (Yes) (No)
- Are promotional items being distributed? (Yes) (No)
- Have you got support material? (Yes) (No) (brochures, product information sheets)
- Have you a proper enquiry pad? (Yes) (No) (who is going to follow them up?)
The Return
- Have all contacts been properly sorted, (Yes) (No) logged and followed up?
- Have you set up a tracking system (Yes) (No) to measure return on your investment?
The Cost
- Have you allowed for all of the above? (Yes) (No)
- We would like to look at the whole area of cost in more detail and identify each of the areas that will affect your budget. Companies make a decision to enter a trade show for a number of reasons. Whatever the reason it is important to look at the true costs so that you can gauge the the potential for your business.
The Stand
- Identify the actual size of the area you are getting. Is it sufficient for your needs? Could you work within a smaller space? Use a sheet of grid paper and mark in the items you will have with you such as machinery, computers, displays, furniture etc. You may also need an area for small meetings and hospitality. This will give you an accurate picture of the space required.
Cost One - Space
You will then need to identify other items for the stand.
Option 1 - shell unit
These are the walls provided by the promoter. You may also get X number of lights and a socket. You will also need graphics of some sort and there are restrictions on how you apply these to the walls.
Cost Two - shell unit
Option 2 - build your own unit.
This is for the experienced exhibitor. If you intend to exhibit on a regular basis or need to make a large impact then this is worth considering. Costs here include stand design, transport, building on site, removing from site and storage when not in use. You will definitely need public liability insurance (you may not be allowed on the site without proof from your insurers).
Cost Two A - specialised unit
Some stands come with basic lights and may or may not include an electrical socket. Will you have sufficient lighting and sockets? If not you will need to order them in advance and give their location points.
Cost Three - lights and sockets
Documentation & Transport
You may need a Carnet document to allow you to move your samples in and out of a country without having to pay duty. This can be done through the Dublin Chamber of Commerce and involves a fee. You also need to allow for the costs of shipping your samples/stand material.
Cost Four - document and transport costs
Staffing the Show
How many people will be needed for the stand? The costs here include travel, time lost from normal duties, accommodation and meals. Can the stand be left unattended, if not you need at least two people and with many exhibitions open for up to twelve hours you may need three.
Cost Five - staff
Promotion
You will have to inform people that you will be attending the show and this can be done through direct mail and advertising. The direct mailer can be sent to existing customers or you may decide to buy a database list. You may advertise in trade journals, newspapers or in the promoters catalogue. You should also cost in a follow up mailing with your full catalogue to all people who attended.
Cost Six - direct mail/advertising*
What will you give people on the day of the show? Will you have special literature or a promotional pack?
Cost Seven - stand collateral*
Get advice*
it is important to talk to your Marketing Director or seek advise from your Design Agency well in advance of the show. Both of these areas when planned carefully will make a huge difference to both the response you get and the amount of money you can save.
You need to have realistic budgets in place if you are to make a success of it.
Maximise your investment. Some of the items mentioned may seem trivial but they do make a difference.
Source: Alec Drew, Baseline , http://knowledge-centre.bidsupport.ie/