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Can you book a place that is in a good position Ask for previous show attendees and ask how it went for them Check there are gaps between seminars so stalls are not neglected Write your show objectives: sales, PR, launch, competitor checks, image raising Define your target market, the typical person/group/company your're aiming for Agree the benefits that they'll get from your product/service Highlight the benefits they'll only get from you Define other products or services, bonuses that could be offered at the same time to raise value Check if you can form alliances with anyone at the show Consider the offers you can make: free report, free related item, 2 for 1, reduced for show, Agree contact and sales strategy if show footfall low, or if footfall very high Brainstorm ways of creating a buzz about your product/service Confirm requirements with organiser in writing Prepare risk assessment Prepare plan Prepare a checklist of all required resources - yes so you wont go without that important screwdriver or light fitting! Book conference hotel Confirm conference hotel Publicity - Preshow Prepare headlines for copy (don't think about how'll you'll use them yet) Prepare a free report that provides useful information that also weaves a story Check facilities Check on who will be opening Check what you can get into the show magazine Check press coverage - can you link into it Check general marketing - can you link into it Check whether you can be linked to from the show site Check whether they need speakers List media to be targetted for press releases Generate buzz - eg demos/DVD shows at shopping centres, garden centres where people are Agree brief for salespeople to follow Prepare and take photos for all media Sales people to sell show to leads, prospects Produce news release about attending show and special show offer - copywriter Send and follow-up press release(s) List prospects/customers to send invitations to Write invitation to prospects/customers - copywriter (note booth number and offer!!!) Send invitation(s) to prospects/customers Write show programme insert - copywriter Provide programme insert and photo to organiser Provide press release to organiser Product/Service Get the best of the line Create a checklist to ensure that items required to carry/store/set-up/breakdown are there Ensure that power, water, light as required are available
Book transport for product/service Book product out of store, if required Agree product placement - trial in a dummy set-up back at base Check that the product dimensions are ok for the show
Leaflets Always say you'll send them - get their address, saves them carrying more stuff! But best of all you can follow-up Ensure design follows brand Write leaflet content Agree leaflet content Print leaflets
Brochures Always say you'll send them - get their address, saves them carrying more stuff! But best of all you can follow-up Ensure design follows brand Write brochure content Agree brochure content Print brochures Posters/Backdrops/Stand Covers Agree design Agree content Produce resources Check scheduled delivery dates 5,4, 3, 2 weeks before event Give-aways Decide what things target market (groups) would like Source items - remember lead times Buy items Check scheduled delivery dates 5,4, 3, 2 weeks before event DVDs Prepare for Video shoot Video of product/service in action Prepare DVD for stand Duplicate DVD Signage Agree details Provide to designer Get signage Staff Training Be aware of possible competitors spying during the show! Answer technical questions with a question asking for the reason why they want to know the answer. Arrange follow-ups - spys wont like to give contact information
Ensure staff use Active listening before going into any sales talk Qualify visitors Only give qualified visitors expensive materials - but preferably ask to send on DO NOT try and answer a question you don't know the answer to, promise to get back, ask someone more qualified BUT DO get their details Ensure staff fully aware of objectives Prepare frequently asked questions with staff (include benefit-related answers, answers that need to be treated carefully, answers that must be checked with a senior stand member) print and circulate FAQ to staff Test staff on FAQ Teach stand etiquette and layout, including clean stand, tidy stand, welcoming smiles Teach what to ask to get rapport - not how are you or are you interested or do you need … Provide full details of product/service - answer all questions Role play stand Agree staff style for stand: clothing, approach, cover during quiet periods/lunch Seminars Always try to speak at one Never sell your product/service - give good solid information Provide a useful free report that requires their address/email address/phone for it to be sent Produce presentation - core story, offer, booth number Write seminar talk Practise presentation provide seminar title and blurb to organiser Rehearse at the venue with materials and in-situ audio/visual Plan to attend competitors seminars Offers Offer must be appropriate Offer must be useful with perceived value See if bonus offers from joint venture partners could be included Make packages to avoid price comparisons Star/Celeb/Industry Bigwig/MP/Mayor Decide on a list of people to approach Approach directly wherever possible Agree dates and cost Prepare backup plan if they can't make it! During The Show Get Details! Name Email Address Phone Address Jot down requirements What they like about current supplier What theydon't like about current supplier Budget Expected requirement dates
Send back to office each night Competitor Checks Visit other booths - note ideas for next time - offers, display, staffing watch how competitors operate, collect marketing materials Attend competitors seminars Look After Speaker/Celeb Brief visitor Ensure photos taken Provide refreshments Thank them Publicity - during show Do questionnaire/quiz on stand Issue PR about results of questionnaire/quiz Get some publicity pre-prepared - eg star at show, how people like product/service, launch reminder Issue PR to news list (check current news angles) Make sure someone is the contact for all PR during the event ( keep their mobile on!) Entertainment Agree entertainment budget Do you plan on hosting a party/lunch/dinner? Decide who to invite, issue tickets, manage acceptance, liase with catering What other entertainment can you provide? Book and manage the entertainment After Show Activities Post show briefing Note what went well/badly/better than expected Note points taken from other exhibitors for use in future events Review and note points taken from competitiors materials, presentations Assess whether speaker/celeb was creating more footfall than other similar booths Assign Action Amend presentation Amend leaflets Amend brochure Amend follow-up letter Ensure follow-up continues Agree whether to exhibit at next years show Agree whether next planned show is right based on knoweldge from this one Follow-up Letter - Prospects Prepare follow-up letter - prospects Follow-up as soon as event finishes Modify letter to need of prospect Send letter *** continue to follow-up with phone, postcard, letters ***
Follow-up Letter - Potential partners/vendors Prepare follow-up letter - partners Follow-up as soon as event finishes Modify letter to issues discussed and agreed Send letter
Publicity - Post-show Agree brief for salespeople to follow Sales people to tell leads, prospects, clients about show Produce news release about the show and extend/create new special show offer - copywriter Send and follow-up press release(s) Put into other communications: web site, newletter, ezine Thank staff and organiser - it costs nothing!
Required Completed Due Date Due Date Due Date Due Date Due Date Due Date
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