Tradeshow Exhibitor Checklist
1 Planning Your Booth/Exhibit
a. Establish a Budget
- booth space amount required versus rental cost
- booth rental carpet, electricity, extension cords, phone, tables - moving truck / van rental
- extra equipment rental (staging, sound, lighting for presentation)
- staff planning time
- show staffing time set-up, exhibiting, tear down, office re setup
- preparation of & reproduction of marketing material
- are co-op advertising dollars available from manufacturers / suppliers
b. Objectives for being at the show
- lead generation decide on number of leads want relative to attendance
- introduction of new products
- promote existing products to new customers
- market research about competing products prospects are using now level of satisfaction with existing products / tools
- market research; test market a new product area or service
- find out competitors base accounts special targeted sales & marketing after the show
- company image building employees, customers, suppliers
- finding potential new employees
- maintain & renew contact with customers
- intimidation of competitors
- selling from the floor
c. Overall planning
- start early
- 6 months in advance
- assign a project leader / show manager develop a detailed schedule of all activities assign each activity to a staff person
- decide what image is to be portrayed / message(s) is to be delivered
- signage
- free draws for prizes
- demonstrations quick run throughs (10 min max) sit down indepth demo (20 min max)
- booth size & location
- booth layout inviting / accessible next to aisle space most valuable signage: professional looking, corporate colors & logo, etc.
- brochures corporate product services
- training
- staffing estimate booth traffic and plan staffing accordingly 10 staff minutes / booth visitor senior management own sales people own marketing department own clerical staff manufacturer technical experts ( espec. new products) manufacturer sales / marketing people
- show lead planning creation of a lead sheet contact name, company, telephone, current product, new product interest, buying time frame, comments, booth presenter name post show database entry information seminars schedule in advance for handout at the show
d. Trade Show Supplier
- their promotion material
- their new products released & unreleased
2 Promoting Your Exhibit Before the Show
a. Existing customer base
- direct mail with tickets and product announcements
- email to your customer / prospect base
- Internet home page
- telemarketing to base accounts and prospects
- each salesperson to send out special written invitations
b. Trade Show Supplier
- Advertise in their show guide
- Sign up for database lists after the show
- Internet Web page
c. Product Suppliers / Manufacturers
- Newsletters
- Product announcements; advertisements & direct mail
3 Trade Show Booth Staff Training
a. Staff meeting before the show
b. Educate all staff on all products on display
c. Formal Instruction:
- Greeting a visitor
- Finding out their interest.
- Show them product, take them to a demo person, give them literature.
- Collect their contact information.
- Sending them on their way.
d. Role Play, Experienced and Inexperienced booth staff
- New prospect type visitor
- Existing customer type visitor
- Angry customer type visitor
- Persistent Talkative visitor who won't leave
e. Incentives for booth staff
- Prizes for best job of booth duty
- Number of leads enthusiasm
f. Importance of qualified lead generation
- Recording each visitor to the booth
- Publicize the total expected cost of the show.
- Reinforce the goal of the number of qualified leads to be obtained
- Cost per Lead (Industry average is $30 each or more)
4 Booth Setup
a. One week before event; equipment setups in the office signage set up and checking
b.On last day before move out to the show hold .5 day session in the setup area for all booth staff. The presenters give a talk about what they are showing
c. Two days before event; move the setup to the show building packup, transport to the show, setup and check out
d. Plan for last minute problems and how to resolve them
5 At the Trade Show
a. Assign a show MARSHAL to monitor events & staff behavior & handouts still camera for company scrapbook & archive make extra prints as gifts for employees video camera for company promotion video
b. Lead taking all leads to be handed in lead sheets adding prospect business cards
c. Product Suppliers / Manufacturers - your literature in their booth - your staff in their booth
d. Staff Attendance punctual - day one; 40 minutes ahead - day two; 20 minutes ahead proper dress clothes cleaned & pressed shoes polished grooming be there - drop all else for duration of show
e. Breaks - minimal but planned
f. Staff company badges
g. Show badges
h. First day Review at the close of the show hours; Correct any problems Suggestions from booth staff Entertainment of suppliers / out of town visitors Hospitality Suite for key booth visitors and staff
i. Second day Wind down at pub / bar / restaurant close to exhibit hall paid by company
6 After the Trade Show
a. Tear down & return equipment to office refreshments and fast food
b. Office setup again
c. Publicize results to staff # of leads obtained announce staff winner of best booth duty & present prize
d. Assistance with leads data entry from lead-sheets
e. Draws and notify winners publicize in customer newsletter
f. Claim co-op advertising $ with show receipts to suppliers / manufacturers
7 Lead Follow-up
a. Information seminar programs for local prospects development of generic information seminars for the complete set of products customize each generic seminar to specific product or set of products presenter teams assigned salesperson and technical support telemarketing fills the seminars lists of attendees given to presenter team
b. Weekly review of status of each show lead; don't stop until contact has been made and appropriate follow-up completed until no interest or a sale is made.
c. Distribution of leads to out of town vendors, branch offices for follow-up
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