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See our step-by-step guides
to:
Hint:
Keep an emailing list of interested parties so you can
let them know of updates and significant milestones being reached.
Or evn better, put together a blog.
Hint:
Take a pocket digital camera with you to record moments for your
in-house magazine or web site. It also can act as a useful substitute
for a photocopier…
Hint: If
you have an intranet or a web site - get your support department to
create a page for the exhibition. Failing that, set up a
facebook account - but don't forget to restrict access to employees and
other relvant parties! (e.g. health and safety consultants, selected
suppliers.)
Keep it updated with
progress and
include lots of pictures. more...
Idea maker: Have
a look at a selection of pictures to help stimulate ideas to attract
people to your stand.. you will find them right
here
Hint: You
can trim some of the effort required by using a professional event
production company.
they'll really help take the strain....
Hint: Make
sure your trade show booth is fully health and safety compliant -
especially pay attention to fire retardant theme furnishings and wall
hangings.
Find out what to
expect from decor and lighting services here
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Guide
to Planning Successful Exhibitions
booths / promotional stands / trade
shows
A Step-By-Step Guide with Hints and Tips
© KayDeeElle 2002
..before
you start - remember, KayDeeElle
are here to give you ideas for your theme and also to let you
know the
various aspects of what's involved and the decisions you'll
likely need to make.
Ideas about decor and design to stimulate your creativity..
..so browse around and check out what ideas we can tickle in your
mind...
Having a plan is critical to exhibiting
successfully at a trade show. Here's a step-by-step guide of when to do
what. Use it as the basis for your plan.
And there are some hints and tips to helping make
sure your exhibition stand runs smoothly.
You may not need to do everything below, and your
specific circumstances might mean changing things around a bit. So just
choose those things appropriate to you and shuffle things around as
suits you.
Ready,
Steady, Show Time!
12 Months To
Go…
- Be
sure you know why you are participating - set aims.
- Prepare
budget.
- Read
contract carefully (get legal to give it the once-over): Understand
terms and conditions, payment schedule, how space is assigned.
- Select
location: Consult floor plans, traffic patterns, services, and audience
makeup.
- Send
in application and (first) payment.
Six
Months To Go…
- Set
objectives for show.
- Consider
whether other departments are to participate. Liaise and inform,
understand their needs.
- Plan
show advertising. Don't forget your website and / or intranet.
- Research
and choose primary suppliers
- visual
décor / exhibit house:
- banner
stands and exhibition stands
- portable
banner stand
- pop
up booth
- exhibit
display booth
- trade
show booth rental
- transportation
/ logistics company,
- installation
/ dismantle supplier.
- Decide
if new exhibit is needed. If so, begin design process.
- Consider
flamboyant décor to stand out from your
competitors such as
- inflatables,
- branded
flags,
- anything
with high visual impact, such as an exciting theme like 70s
Funk, Undersea, Jungle
or Hades.
Four
Months To Go…
- Select
staff for show and support staff back at base.
- Determine
travel arrangements, make hotel reservations.
- Determine
exhibit needs: refurbishments, tissues, fresh wipes, storage, essential
spares.
- Choose
display products and reserve them. Remember to include those for:
- banner
stands and exhibition stands
- portable
banner stands
- pop
up booth
- exhibit
display booth
- Plan
enquiry-processing procedures.
Consider data capture, main & and alternatives, security
& backup - those leads are valuable!
- Develop
floor plan for exhibit.
- Communicate
with primary suppliers (visual décor / exhibit house,
shipping / logistics, installation/dismantle, after-show party)
regarding services needed and dates.
- If
you are going for a theme or set, make sure the designer understands
your product display requirements and any constraints like height
clearance
- Get
an estimate on costs. (Remember to keep you budget spreadsheet
updated.)
- Finalize
new exhibit design. Coordinate theme with show-related advertising
design (including website).
- Consider
promotional gifts.
- Carry
out show-related advertising.
Three
Months To Go…
- Carefully
review exhibitor manual and terms and conditions in the contract.
Note target dates and restrictions. Review exhibit floor plan and
communicate any changes to stand / exhibit designer.
- Reserve
any additional meeting rooms (hospitality events, press conferences,
after-show party, etc.)
- Research
& choose portable exhibit supplier if needed.
- Plan
any in-booth presentations / demonstrations / client meetings.
- Create
list of required services, noting deadlines for early buy
discounts.
- Distribute
show plan to staff.
- Select
catering menu (for hospitality events, press events, after-show party
etc.)
- Meet
deadlines for free publicity in the exhibitor guide / preview.
- Submit
authorisation form if you're using exhibitor-appointed contractors.
- Plan
pre-show meeting.
Two
Months To Go…
- Preview
new portable display / exhibit décor / theme. Request any
modifications - keep to a minimum. Take lots of photographs. As a
reminder, consider:
- banner
stands and exhibition stands
- portable
banner stand
- pop
up booth
- exhibit
display booth
- Consider
having literature designed, coordinated to the theme of the exhibit.
- Complete
graphics art / copy. Order product literature.
- Order
staff badges. Consider web address and / or email address on the badges.
- Update
and liaise with other departments sharing the stand / booth.
- Finalise
enquiry-processing procedures.
- Create
and order lead forms.
- Prepare
orders for: shipping / storage, electrical, after-show party,
promotional gifts, floral, etc.
- Follow
up on all promotions, making sure everything is ready to ship by target
date.
- Prepare
packs for the pressroom and stand / booth.
- Check
with staff on hotel reservations and travel arrangements.
- Develop
briefing pack for booth and back-office support staff, include web and
email addresses.
- Schedule
training for staff at show and back-office support staff.
- Send
reminder to upper management about briefing meetings (in office and at
show); include agenda and supporting web site address.
Prior
to Departure…
Make
sure you've got the following before leaving for the show:
- Credit
cards,
- Copies
of all orders and cheques for services paid in advance,
- Phone
numbers and addresses of all suppliers,
- Tick
list from above
- Shipping
manifest, return shipping labels,
- Fire
certificate, if needed and other formal documentation for exhibit,
- Mobile
phone recharger, pocket digital camera and spare memory stick(s),
- "Essentials"
box.
Upon
Arrival…
- Confirm
freight has arrived and that all contractors are on schedule.
- Check
hotel reservations for staff, as well as confirming meeting room
bookings and catering orders.
- Get
to know the venue and find the service areas. Meet electrician and
confirm date and time for electrical installation. Confirm telecomms
arrangements - phone / internet connection points.
- Supervise
booth set-up.
- Take
photos of completed exhibit.
- Arrange
staff treats such as luxury chocolates, fresh exotic fruit, designer
fountain pens...
- The
day before the show hold pre-show briefing and final training for
staff. Be especially positive in all aspects of staff communications at
this time. You'll set the mood of the staff for the whole show.
- Take
more photos.
During
Show…
- Observe
competitors, see what works for them. Conduct "mystery
shopping" if you can.
- Give
staff time to visit the other exhibitors but watch out for poaching!
- Have
daily meetings with staff and unwind sessions at the end of each day.
No hangovers!
- Check
after-show party arrangements.
- Take
lots of photos with that digital camera.
- Reserve
next year's space.
- Make
arrangements for booth dismantle and shipping.
- Ensure
lead forms are shipped back to the office daily for processing
following your defined enquiry process.
End
of Show…
- Supervise
stand / booth dismantling. Refer to shipping manifest and tick list
used to pack for show to make sure everything goes back.
- Debrief
staff.
- Attend
after-show party!
After
Show…
- Handle
leads.
- Send
thank-you notes.
Finally...
You should always ensure that your supporting web
site pages and email addresses appear on every single communication
item used for the show:
- Show
invites and adverts,
- Promotional
gifts,
- Brochures
/ flyers,
- Visitor
and press packs,
- Staff
badges,
- Stand
backdrops and signage,
- Internal
documents and communications.
It will add
significantly to the effectiveness of the show. Of course, you need to
provide content for the supporting web pages but that isn't covered in
detail here. As a guide, things and content to consider are:
- Separate
public and internal web pages?
- Keeping
the pages updated as the show date approaches and then during the show.
- Web
cam for during the show?
- Be
online during the show using a purpose built on-line chat room?
- Marketing
directives re: company colours, branding etc.
- Product
photos and descriptive text.
- Objectives
of show entry
- Competitions
and promotions at show
- Participating
staff photos and background
- Enquiry
form
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Here's a desert island
produced for a food expo.
Close up of tropical pool
You can rent props
to add the finishing touches to your trade show stand -
we guarantee it will draw more trade...
Hint: if
you're looking for a job in the exhibition / trade show industry, you
need to know what's in this guide.
It's essential background reading to give you the edge.
It will give you some useful
ideas for asking questions at interviews. And we all know
that's an ideal way to showcase things that you're on top of, that
haven't come up in the interview panel's questions...
  
get more ideas for props, decor and themes here...
Hint: If
the exhibition / trade show is being held at a seasonally active time
of year, book your vital services early, especially
hotel reservations and stand design.
Hint:
Prepare an "essentials" box: A few spare business
cards, compliment slips, stapler, 4 or 5-way power distribution block,
sticky tape, scissors, bluetack, superglue, penknife, screwdriver (flat
& crosshead), first aid kit.
Hint: Use
a spreadsheet to prepare a budget. Allow space for actuals. Keep it
updated.
Apart from forming the basis
for seeking funds authority, it forms a useful cross-reference to your
plan - a lot of the things on your plan will be a budget item and vice
versa.
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