Creating a Successful Trade Show Timeline
Aug 27, 2016 | by Mike Weimar | Category: Trade Show Logistics, Trade Show MarketingWhen your next trade show is almost a full year away, it can be hard to stay on track with planning and preparing. But every experienced exhibitor will tell you: it’s much easier (and less stressful) to plan out your next show using a realistic timeline. Spacing out your trade show tasks will allow you plenty of time to check and double check that your bases are covered before the date arrives. If you can keep your trade show calendar active and updated throughout the year, it will allow your business to run smoothly even as show preparations demand more and more of your time. Realistically planning out your show campaign, display, marketing, and lead process will help your company get the most out of your trade show experience.
Planning for next year! (Already?)
You’ve just gotten back from the most important trade show of the year, and it was a huge success! Since you’re still “in the zone”, now is the perfect time to start brainstorming for next year. Take this time to closely review your trade show objectives and measure your success. Were there areas you could have improved? What new display systems did you observe that you could benefit from next year? Did you discover any new competitors or establish any partner branding opportunities? Be sure you write down all of these observations and notes as soon as you get back. Once you start to plan specifics for next year, it’ll be easy to refresh your memory using them. Also take this time to review your display by checking it for damages or noting design flaws before packing it away or returning equipment.
Nine months to go
A couple months have passed since the show and your company is settling back into the swing of things. The leads you collected are turning out to be profitable, and you’re just starting to see some increase in your social media following and brand awareness. Now is the perfect time to start setting some goals for your next trade show. It would also be valuable to spend time researching other new or potential trade shows you might not have considered before. Begin brainstorming for your next booth design and aesthetic, and start thinking about where your company will be after the next two quarters.
Six months away!
The six-month mark is where arrangements for your show should be solidifying. Using your company projection for the year, you should clearly define a budget for your display and marketing. Be as specific as you can when putting together this initial budget, and make sure you have all of your bases covered. This is the time when you will be selecting the shows you wish to exhibit at and determining your booth size and position. The goal is always to come bigger and better each year, and now is the time to also develop your marketing campaign. Clearly define what your company emphasis will be at this event. What are you offering that’s new this year, and how are you going to market it in a fresh, interesting way? This is the time where you will be designing graphics and outlining the structure of the booth itself. Design experts like the ones at Iconic Displays can help you bring your vision to life.
Only 3 more months
When the big show is only three months away, now is the time you’ll want to start generating some hype from your customers and clients. A great way to do this is by sending out an email campaign highlighting your trade show participation. Invite your clients and industry connections to come visit your booth at the upcoming show. The three-month mark is also when you’ll need to develop any printed material, including fliers, direct mailers, business cards, banners and signs. It is also a good idea to determine which staff members will be attending the event. This will allow employees to free up their schedules and plan for any specific training they might need. Be sure to order uniforms to match your display booth! Now is also the time to buy or rent any last minute booth accessories you might need (don’t forget lighting, shelving, and flooring).
The show is around the corner…
The last push is finally here! The weeks leading up to a trade show are usually the most stressful for exhibitors. With so much to keep track of, this is the time when you’ll be glad you started planning early. By now your booth is developed and either arrived or is being shipped to the venue. Renting turnkey displays like the ones from Iconic Displays is a great way to have your display transported without the physical struggle. By now you have arranged travel and accommodations for your staff, and have set itineraries for the duration of the event. Your staff is fully trained and ready to put a friendly face to your brand! Be sure to pick up all printed materials, and have an extra box of office (and cleaning) supplies handy. Establishing a lead-generation system with your staff beforehand will help you keep client information organized as the event gets busy. Be sure to bring printed and digital copies of important documents and forms to the event. And before you go– be sure to send out one more email announcement to your industry contacts with your booth location.
Post-Show follow up
Because you established a thorough, realistic timeline for your event, the show went off without a hitch! Your company was able to develop, create, and display a booth that made a great impression on the show floor. Be sure to follow up on the leads you gathered shortly after the event, and send out a “Thank You” message to everyone involved. After all, maintaining good business relationships is what trade shows are all about.
Balancing marketing and logistics months ahead of time will allow your company to exhibit to the best of its ability. Companies that develop fool-proof timelines and marketing strategies for their trade shows are far more likely to meet their goals. Be sure to give Iconic Displays a call to start planning for the next one today!