Trade Show Planning: 6 Vital Checkpoints

By Jared DeVincenzo


Even the most experienced trade show exhibitors can find it difficult to properly plan and orchestrate their participation as an event vendor. For first- or second-timers, it can be especially daunting. Fear not! We put together this article on a few trade show planning objectives that ALL exhibitors, seasoned or not, should try to hit, including; Goals Setting, Show Attendance Assessments, Budgeting, Timeline Planning, Exhibit Selection, Shipping & More.

Define Your Primary Goal(s)

The first objective is to simply define the type of trade show goals you want to accomplish during the event. It may sound simple or counter-productive but you may discover additional opportunities you never thought of before.

Common goals we often see include:

  • Increasing brand recognition and awareness
  • New product/service introduction
  • Sales lead generation
  • Client relationships management and nurturing
  • Emerging trends

It will pay off in the long run to identify these goals early. This will focus your energy and budget on creating the most effective exhibit design – exhibit, signage, marketing materials, etc – based around your primary goals.

Finding the Proper Show(s)

There are over 10,000 trade shows conducted in the United States every year. Obviously, start trimming down to the shows specific to your industry. From there, consider what size shows align with your goals. Too big a show and sales may suffer. Too small and you may not gain sufficient brand awareness.

Questions to ask yourself when choosing the proper shows:

  • Will the show attract enough of the right types of participants to justify the expense?
  • Is the show conveniently located, geographically for your potential clients?
  • If the event is successful in generating sales, will your company be able to fulfill the orders?
  • Is it a first-time ever trade show and/or does the organizer have a successful track record with prior shows?

Itemizing Your Budget


Exhibiting at a high-profile trade show can certainly garner better results but the larger the show, the more expensive it may be to attend. You simply will need more of everything – space, marketing and promo material as well as staff – and of course budget. But again! Don’t let this deter you. Bigger shows may mean bigger budgets but they also mean bigger ROI.

Considerations in setting your trade show budget:

  • Plan on spending approximately one-quarter to one-third of your budget on obtaining the exhibit space.
  • Check for early registration incentives to reduce said exhibit space fees.
  • Seek and carefully read the “exhibitors kit” to avoid cut-off and late fees. (Usually on the show website)
  • Finally, check on what other show service fees – electric, cleaning, drayage as well as trade show I&D – will be required for your particular show space.

Check out our resources section for tons more trade show guides and tips!

Planning a Timeline


In a nutshell, developing a solid timeline (and sticking to it) is the essence of trade show planning, as it will determine the success of the entire campaign. It may even save you thousands in associated costs.

START EARLY – as much as year ahead of time is not too soon. Go to the full article.

Source:: Business2Community

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