Tag Archives: planning a exhibition stand

Tips on How to Plan for an Exhibition

Pre-Plan All the Elements to Exhibiting for a Successful Outcome

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Many of the following bullet points will be covered in more detail in future Exhibition Tip blogs:

  • Set strategy, objectives and goals. You need to know why you are exhibiting and what you want to achieve that is measurable. Participation in trade show should always be reviewed against measurable objectives. This allows return on investment (ROI)to be analysed in order to understand the degree of success of attending that tradeshow
  • Confirm buy-in from other company departments. Discuss with departments their participation and the need for their support resource and staff, both in the pre- planning and on-site stages, for the exhibition to be successful
  • Clarify budget available for the exhibition. You need to know what your budget is before embarking on the stand build, marketing and all the other items that will need to be included in in your plan
  • Start the planning process in plenty of time. The longer you have, the better prepared you will be. Create a timeline document with schedules of what needs to be done when, showing deadlines both from the show organisers and your own. This is a vital document to keep everything on time for payments, tradeshow catalogue entry and planning logistics. The date of the show cannot be put back like a product release: it is happening on the date publicized and everything needs to be ready
  • Keep an updated check list to run in conjunction with the timeline
  • Decide on the promotion and marketing of the exhibition both on-line and with traditional media, using invitations, sales initiatives, website, social media, advertising, signage, PR, and sponsorship. At the start of the planning process for exhibiting the theme of the company exhibition needs to be decided. All marketing and promotional material and communications about the exhibition should be of the same look and feel so that there is consistency in the show’s marketing and the branding of products
  • Select stand location: consult floor plans, traffic patterns and audience make up
  • Consider the design of the exhibition stand. Have you booked a shell scheme or space only? Are you using a previous stand or designing a new one? This needs to be incorporated into the timeline. You may need to allow additional time for briefing design companies to quote and present concepts for a new or bespoke stand
  • Plan the logistics. You may need to consider:
    • Reserved hotel accommodation for staff
    • Selecting and briefing speakers if a speaking slot is confirmed at the show
    • Shipping of goods to show, as well as transportation of staff
    • Selecting suppliers for food and beverage, hospitality, stand furniture
    • Ordering literature and give-aways for use on the stand
    • Reviewing technology to be used on the stand
    • Ordering utility services required for the stand
    • Creation of signage and graphics for stand
    • Products to be displayed
    • The process of lead collection and follow up
    • Press Packs
    • Creating an exhibition handbook for staff attending
  • Review internal communication and staff training. Having the right staff who are properly briefed and trained for the show is vital to make sure all the pre planning is a success and they know their roles on-site
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