Trade Show Planning Guide

Every time a customer walks into your booth, they enter a journey that increases your brand’s awareness and drives sales. According to the Center for Exhibit Industry Research, it costs 62% less to close a lead generated from a trade show than one originated from the field. * So, after you’ve selected the trade show that supports your marketing and sales strategy plan, follow these steps to build a brand story clients won’t forget!

12+ Months Out: Develop a detailed trade show budget to forecast your ROI.

9-Months Out: Develop Trade Show Marketing Plan

Specify objectives to achieve show goals such as product sales, generated leads, and publicity.
Determine marketing elements such as booth development, and exhibitor booth resources such as banners, product collateral, equipment, promotional marketing, and giveaways.
Register your display booth space with the event sponsor and request exhibit requirements.
Develop a mix of promotion methods to reach your prospects.
Include your marketing plans for before, during, and after the show.
Before the show, make sure to utilize phone calls, social media, and emails to invite buyers to visit your booth and experience your product.
At the show, invite a well-trained team of professionals to work the booth engaging attendees with personal, one-on-one conversations to discover their needs, and introduce them to your product’s features and benefits.
After the show, send personalized product packets to booth visitors, followed up with a personal phone call to reinforce your support.

6-9 Months Out: Confirm Trade Show Message and Booth Design

Craft a sales message that defines how your product is aligned with your customer’s needs. Maintain message continuity among your booth team to maximize your sales objectives.
Begin the design and development of marketing materials you will need at the show (brochures, sales sheets, flyers, etc.).
Select perfectly curated trade show giveaways (journals, bags, tech swag, drinkware, etc.), and promotional strategies, (sweepstakes, games, instant wins, etc.) you will use to attract visitors to your booth, and remind them of your product after the show.
Plan branded attire for your team working the show. Match quality and style with your culture. Branded button downs or hip half-zips

3 to 6 Months Out

Order branded corporate gifts for giveaways
Order branded attire for your team
Confirm display booth and marketing materials delivery
Confirm staff booth training and show schedule
Make travel arrangements
Launch pre-show marketing initiatives

1 to 3 Months Out

Put together follow-up packets to send immediately to leads following the show.
Continue working on before-show activities as specified in your marketing plan.
Schedule dinners or meetings with prospects, distributors, and customers at the show.

1 Week Out