Bob
Thomas, CME | Exhibit and Event Management Exhibit Planning Checklist
Objectives Why are we going to this event? What are our objectives? • actual sales tracked to exhibit • press coverage from show • name recognition • number of presentations by staff • amount of money spent How do we plan to measure the success of this event? • number of leads, sales, or contracts signed • amount of literature or giveaways distributed • number of existing clients met or new clients contacted • number of preshow mailers referenced • good feeling from booth staff (very difficult to measure) • be sure to create a lead form to track measurement needs! Timeline • 1 YEAR Evaluate show, was it worth our time and budget? Do we go back? • 9 MONTHS Select space, complete contract and payment, secure hotel rooms • 6 MONTHS Ensure space is secured & paid, create measureable goals • 5 MONTHS Communicate plan, goals to entire team, commit to a booth design • 4 MONTHS Finalize budget and request additional funding if necessary • 3 MONTHS Finalize marketing tools (giveaways, clothing, literature) • 2 MONTHS Select shipping mode and commit to ship date • 1 MONTH Finalize and contract services, rentals, labor, and ship exhibit • 2 WEEKS Organize entire event, exhibit manual, finalize hotels and staff • 1 WEEK Train/educate staff on exhibit selling, staff schedule, exhibit map • POST SHOW Evaluate for next year, communicate success, reward staff
Marketing Send out preshow postcard, letter, or mailer to targeted audience • be sure it arrives BEFORE attendees leave office for show • this should have our booth number and action item on it (come see us!) • announce show specials, price breaks, and new product launches Call or contact key clients that will attend this event, plan to meet • best if key sales or management calls or signs letter Advertise in show guide or special issue of trade magazine • be sure our booth number appears in any ad Sponsor something at the event to get our name out • coffee break, reception, hospitality event, registration bag, etc Create new 1-page flyer detailing our capabilities, product, or service • give out only one piece of literature in the booth, mail all others after show
Exhibit Space How much space do we need? 10x10, 10x20, 10xX, or Island ? • has space been reserved by anyone? Has invoice been paid? • if not, what will it cost and how effective a location can we get? How many staff do we need to sell in this space? • calculate 2 people per 10x10 open space • be sure to create a staffing schedule and allow for breaks • what will that cost? Hotel, travel and entertainment, staff time/pay? How do we ID our staff to the attendee? Shirts, ties, scarves, buttons? • if we need custom/imprinted wearables, order them 6 weeks from show How can we make the best use of this space to market our product/service? • accommodate staff, exhibit, literature, demo, AND attendees Backwall Size, layout, color (don't clash with show colors), theme (match show theme?) Logo or company name on backwall (primary information for attendees) Theme or banner for top of exhibit (secondary, what are we selling?) Graphics -new or existing? (tertiary level information/detail) Literature presentation (plexiglass racks, table)
Shipping Common Carrier (ABF, Consolidated, Roadway, Yellow Freight) Van Line (Allied, Atlas, Bekins, Mayflower, North American, United) Air Freight (FedEx, UPS, Burlington , Eagle USA , Feeman Air, GES Air, etc) Specialty Carrier (Airways, Roberts Express, TWI) • Choose carrier by what we are shipping, how it is packaged, time available • time and money are the critical points in the shipping business! • call shipping agents to compare pricing • ask our shipping/receiving department if company has negotiated pricing • check preferred or official carrier for show, compare prices! • remember to bring return labels, bill of lading, and contact info to the show!
Rentals/Services General Service Contractor or Decorator (Freeman, GES, Champion, Brede) • rents carpet and furniture, provides drayage service Facility (convention center, hotel, other building services provider) • typically provides, electric, telephone, and cleaning Union Labor (I & D, drayage or freight handling, electrical, plumbing, rigging) • provides installion and dismantling your backwall and freight handling Specialty Items (lead system, AV, PC, floral, photography, telephone) • these contractors will be identified in the exhibitor service manual EACs - Exhibitor Appointed Contractors (you hire them to help you) • I&D, PC and AV rental, carpet rental and install, photography, furniture
Don't Forget • office supplies: pens, stapler, knife, scissors, PC disks, steno pads • basic first aid, asprin, breath mints, cough drops • express mail labels, envelopes, strapping tape, and a disposable camera • velcro, tools, cleaning supplies, camera, touch-up paint & electrical supplies • toolbox with a variety of tools and pens and markers
Bob Thomas, CME is Founder and President of Exhibit and Event Management - an exhibit management and consulting company based in Columbus Ohio . He is also Past Chairman of the Board of Directors for the Trade Show Exhibitors Association and has been managing trade show and marketing exhibits for more than 15 years.
Bob Thomas, CME Exhibit and Event Management 3227 Mountview Road Columbus OH 43221 614.538.9004 office 877.299.5836 toll free 614.538.9019 fax
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