Business Marketing: Trade Show Master Class
Maximize Exhibitor Results
EVERYTHING YOU NEED TO KNOW TO BUILD AND EXECUTE AN EFFECTIVE TRADE SHOW MARKETING PLAN
Make informed budget decisions.
Avoid unnecessary missteps. Build an effective marketing strategy.
Implement proven tactics that attract the right buyers. Turn visitors into customers.
Deliver immediate results. Drive sales growth.
What Is Your Trade Show . . .
Vision?
First, determine your company’s goals. This is the first step in my comprehensive trade show checklist.
Strategy?
Next, based on your agreed upon company goals, establish your marketing goals, objectives, and budget for the show.
Plan?
Then, develop the event schedule and begin your pre-show, on-site, and post-show implementation.
Trade Show Checklists
Your 12-month trade show exhibitor planning guide
Giving you a roadmap to success in this post-COVID trade show and conference environment.
Download your own master scheduler
Whether you have twelve, nine, six, or three months to plan, use this scheduler to keep you on track.
“Don't always assume the largest, most well-known trade shows are the best. If your sales territory is regional or your product is geographically focused, spending money to exhibit at a large, national show may not be cost-effective.”
- Lisa M. Masiello
Pre-Show Preparation
Planning Roadmap to Follow
Select expo hall booth location.
Create a master schedule of deadlines.
Choose all event suppliers.
Assess current booth usability or select an exhibit house to build a new booth.
Develop show theme.
Determine staffing needs, choose required uniform, register booth staff, and begin training.
Develop your sales and marketing plans, design collateral, and investigate show-sponsored marketing opportunities.
Finalize booth flooring and accessories, and reserve hospitality rooms, electricity, booth rigging, internet, AV, lead retrieval, and installation and dismantle services as appropriate.
Complete material handling paperwork.
Ship all appropriate materials to the advance warehouse and confirm arrival.
Review post-show shipping requirements.
Write and distribute a press release and/or media alert.
Create master database of files and contacts to make available on-site.
Meet with booth staff to discuss the show and their responsibilities.
Insights
11 Strategic Marketing and Pre-Show Exhibitor Tips to Execute a Successful Event Marketing Strategy
Focus on exhibitor goals and objectives │ picking the right show │ budgetary considerations │ free money to exhibit │ booth and show passes │ exhibitor services manual │ advance pricing deadline │ preregistered attendee list │ exhibitor staffing │ perfect booth size and location │ to rent or own your booth
7 Exhibitor Tips to Maximize Your Small Business Trade Show Results
Focus on public relations │ speaking opportunities │ trade publication circulation │ press releases and media alerts │ shipping options │ reserving your hotel │ coordinating onsite vendors
6 Pre-Event Trade Show Tasks to Help You Stay on Track
Whether your show is in-person, virtual or hybrid, complete these pre-event tasks long before you plan to exhibit.
Free Exhibitor Tools
Budget spreadsheet
Keep track of expenses and quickly see whether you are under, at, or over budget.
Staffing directory
Manage your team. Confirm they have the resources they need and are ready to represent your company at the show.
Sales questions
Determine if a particular show will help achieve your business goals and get the most from your exhibitor experience.
“Is it better to buy your own booth or rent? How you answer the following questions will help you decide. Will you exhibit at more than one show at a time? Will your booth footprint vary significantly from show to show? Will you make major changes to your marketing messages, company look and feel, strategic positioning, or product portfolio over the next year?”
- Lisa M. Masiello
Exhibitor Implementation
Planning Roadmap to Follow
Manage booth setup.
Connect with staff.
Conduct in-booth all hands meeting.
Confirm meeting appointments and locations.
Manage leads and lead retrieval devices.
Prepare for post-show dismantle.
Insights
7 Critical but Often Overlooked Expo Exhibitor Tips You Ignore at Your Peril
Focus on transportation options │ understanding drayage │ lead management │ food and beverage distribution │ current customer value │ booth etiquette │ reserving next year’s booth space now
Free Exhibitor Tools
“Saying a trade show was good isn’t good enough. Post-show analysis is key to whether your return on investment is successful or not. Remember to include drayage and other costs that you won’t know until the show is over. Their addition will help ensure you have an accurate and complete view of all expenses.”
- Lisa M. Masiello
Post-Show Follow Up
Planning Roadmap to Follow
Lead follow-up
Say thank you
Assess actual spend vs. budget
Review original objectives
Conduct post-show debrief
Create post-show analysis report
Reassemble booth and take inventory
Determine if you will exhibit again
Free Exhibitor Tools
Budget Spreadsheet
Assess your post-show actual spend vs. the original budget to determine your show’s ROI.
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Are you new to trade show exhibiting and feel completely overwhelmed?
Trade Show 411: The Essential Guide to Exhibiting Like a Pro is a must-have for marketers and small business owners. It gives you both the strategy and action plan to set you off on the right foot. By linking your pre-show marketing strategy to onsite activities and post-show follow-up, you’ll get the most out of your sales and marketing efforts and maximize your trade show results.
Available on Amazon.
