By Bob Decker
It’s 2:00 AM. It’s pitch black outside. All is quiet, except the drumming between your ears. You should be sleeping.
Instead, your mind is going in circles listing off all of the tiny things that could slip through the cracks. You’re thinking about the details no one knows but you. You’re looking to foresee any potential problems before they happen.
The cause of this anxiety is the next trade show on the calendar. Whether you’re preparing for NAB, IBC, InfoComm, Sensors, or one of the other shows that take place each year, you’re not alone if you find yourself under immense pressure in the lead up to the event.
Everyone experiences stress in anticipation of major trade shows because you have invested so much time, effort, and budget into everything going perfectly. Plus, a great deal is riding on the outcome because the reason you invest in the trade show is the number of deals you can start or secure there.
That’s why I’ve put together a complete list of every marketing and communications task you have to do starting one year before a show and continuing during a show and even after.
By following this list, you can eliminate much of the tension and anxiety you experience because it will allow you to anticipate everything you need to think about for a successful trade show.
Before reading the list, you should know that the single greatest stress-reducer you can put into practice is working with an agency that has expertise in both your industry and trade show marketing and communications. Dundee Hills Group agencies, including Redpines, provide each and every one of the services on this checklist for our clients, easing the load of the trade shows where they exhibit.
Here’s Your Complete Trade Show Checklist:
6 to 12 months in advance of the show:
● Begin full show campaign plan
● Pitch possible speaking opportunities and paper presentations
● Create, proofread, format, and submit presentation abstracts
● Propose ancillary and/or co-located events
● Submit show-related award nominations
● Prepare the trade show participation budget
● Plan product roadmap
● Create overall theme and visual treatment
3 to 6 months in advance of the show:
● Identify, prepare, and submit for relevant award opportunities
● Complete exhibitor profile on the trade show website
● Submit content for the show dailies
● Design ads and create advertising plan
● Create strategy and budget for press events, such as a press conference or dinner
● Make press conference room reservations
1 to 3 months in advance of the show:
● Media:
○ Organize press events, including invitations, managing RSVPs, catering, and creating and editing the presentation
○ Identify editorial opportunities specifically aimed at the event
○ Place and write contributed articles on trends, thought leadership, etc.
○ Develop a show preview
○ Create sponsored content for show dailies and other trade press
● Digital marketing:
○ Produce show landing page
○ Design and schedule a social media campaign
○ Organize and offer a pre-show webinar
○ Write and send an e-mail campaign inviting prospects to visit your booth
○ Produce short videos to generate show leads
○ Reach out to targeted leads one-on-one to schedule meetings at your booth
○ Create digital media that can be on display at the booth
○ Write and design tailored articles or reports
● Print:
○ Coordinate with stand builder
○ Create sales collateral
○ Design booth graphics
○ Specify vendor and order booth graphics
○ Specify vendor and order printed handouts
○ Final proofing of all printed graphics
1 month or less in advance of the show:
● Review, edit, proofread, and format final paper, booth presentations, and/or slides
● Create virtual tour of the booth
● Manage booth staff training
● Design slide deck presentation to go on monitors at the booth
● Strategize pre-show video scripting
● Media:
○ Conduct pre-show one-on-one briefings of editors
○ Provide staff media training, including how to present at a press conference and talk with editors in one-on-ones at the booth
○ Prepare press kit
○ Create look-books with pictures of editors and a schedule of meetings
○ Offer calendar invitations for press meetings
○ Send press releases about exhibiting at the show, new products, customer announcements, etc.
○ Write and edit press briefings and talking points
During the show:
● Staff the booth, press room, lounge, and/or meeting rooms
● Set up the booth
● Troubleshoot booth technology
● Provide final proofing of all changeable graphics (such as lettering) being done on site
● Post on social channels from the show floor
● Host editor meetings
● Record and/or photograph award presentation and booth events
● Take video on the booth to use for follow-up social media and your website
● Coordinate and lead dealer and distributor meetings
● Launch text-from-stage campaign during the show to capture leads
● Follow up with booth visitors during the show
Within 1 month after the show:
● Send follow-up e-mail campaigns to booth visitors
● Conduct post-show performance assessment and reporting
● Manage editorial follow up such as writing thank you notes, sending press requested materials, and arranging interviews for upcoming features
Having read through the list, would you like to take any of these tasks off your plate in the lead up to your most important trade shows?