One of the most important things you can do before a trade show is to plan well ahead of time. And it's never too early–say, a year in advance–to start.
First, find a show that will appeal to your company's target audience. Talk with current customers. Ask them about the events they attend. Get suggestions from your industry colleagues.
Online trade show directories, your local chamber of commerce, and area business associations can be valuable resources.
When a trade show looks promising, ask its sponsor(s) for lists of past vendors and attendees. To ensure it will attract the type and volume of prospects you're seeking, consider creating a buyer persona. According to nimlok.com, this is a proven research technique using a data-based mock-up of your ideal customer.
Prepare a target plan and checklist, including anticipated product sales, potential customer leads, a timeline, the publicity required, and image and awareness actions, among others.
Develop a budget, including the projected return on investment.
Assess your company's audio-visual, sound system, and mobile technology needs. Also, the promotional items, unique displays, sales literature, product sheets, business cards, and additional marketing tools required.
Prepare a compelling message for your trade show booth's graphics, banners, brochures, advertising, and presentations.
According to eventstant.com, create an eye-opening exhibit to seize attention and instantly communicate your brand message. Design the booth, its lighting, flooring, and accessories to promote that message.
Prepare a plan that includes pre-show, at-show, and post-show marketing initiatives. Pre-sell prospects before they arrive, engage them during the event, and prioritize your leads for prompt follow-up afterward.
Train and schedule staff members to underscore the message and ensure the booth is always adequately staffed.
