Introduction
By planning a Trade Show Booth 60 days ahead of time, B2B exhibitors have enough time to ensure that their objectives, booth space, design, production, logistics, marketing and lead capture are all coordinated. All of the decisions should link to the goals like leads, demos, meetings, etc. or brand awareness. Picking up the 60-day approach, preparation becomes commercial actions.
Days 60–50: Establish the Exhibition Strategy
Start with the purpose of the business. Look at the trade show floor, the audience, competition, available space and the show schedule. Properly explain to visitors what they should know in the first few seconds or less. Create a Trade Show Booth Checklist for budget, products, staffing, demonstrations, technology, storage, utilities, graphics and lead collection.
List the following elements in a strong brief:
- Lead goals that are measurable and centered on business goals.
- Visitors' profiles, priority accounts and meeting needs
- The rules of venues and restrictions on height, open sides, booth size, etc.
- Priorities, demonstration needs and presentation areas for products.
- Promotional giveaways, literature, business cards and digital assets
This short guide can help identify which of the following types of trade show display – custom-designed trade show displays, modular trade show booths, portable trade show displays or trade show booth rental – is the best fit for a trade show strategy.
Days 50–40: Select the Right Trade Show Booth Design
Switch from goals of the event to traffic that can be attracted. A trade show booth display needs to stand out from the aisle and should provide a way to the products, demonstrations, conversations and meeting areas. The layout should be conducive to selling.
When deciding on the selection of a custom trade show display, you need to think about:
- The artwork, size, specification and brand will be final.
- Provide content, equipment, Internet, power and backups for screens.
- Samples and brochures, technical documents and business cards.
- The requirements for capturing and qualifying leads.
- Relevant promotional items
Walk through all the elements you can see from the point of view of one of the attendees. A carefully designed display trade show stand can convey your message in no time at all and help your employees talk through the stand. Ensure the maintenance of reusable components, graphics, storage or technology for trade shows.
Days 30–20: Launch the Pre-Show Marketing
Not allowing the hall to create awareness. Utilise your list of attendees, sales pipeline and social media to create a targeted pre-show marketing campaign. Explain to prospects why it’s important to meet your team.
Prioritise:
- Personalised invitation to Priority Accounts and Prospects.
- Planned meetings in line with show timetable
- Use LinkedIn announcements and countdown content.
- Any landing page or QR code with appointment forms is acceptable.
- Promotional items with the campaign message on them.
Your campaign needs to match up the physical Trade Show Booth with digital touchpoints prior to the visitors’ arrivals. This will provide continuity between invitation, booth design, product demonstration and the post-show communication.
Days 20–10: Confirm Production, Logistics, and Staffing
Once the design is approved, coordinate closely with your trade show booth builder in USA to finalize the fabrication, packing, freight, installation, electrical requirements, deadlines, and dismantling.When applicable, ask for production visuals at the end of production.
Set up the booth staff. Staff need to understand what the value proposition is, who the visitors are, the demonstration sequence, how visitors are qualified and who to escalate to. Let everyone know who is responsible for welcoming, demonstrations, meetings, lead capture and supervision.
Days 10–1: Complete the Trade Show Booth Checklist
The last couple of days should be spent on verification. Have a thorough check prior to materials being taken out to the venue.
Check
- Graphics, logos, contact information and QR codes
- Items such as equipment, screens, lighting and charging materials.
- Samples, brochures, promotional material and business cards
- The staff schedule, talking points and meeting calendar are provided.
- Invoices and information about the installation of goods
A final review guards against any unnecessary problems with the trade show.
What Are Some Common Tradeshow Mistakes?
There are several ways of compromising an exhibition programme. Without objectives, beginning to design can lead to a beautiful but poorly efficient space. Walls can not contain much information; this makes them less clear. Without considering these factors, it results in operational issues in terms of storage, power, technology or visitor movement. While cost is a factor, it shouldn’t be the only one, as there could be other factors involved like fabrication quality, project management, installation and support.
Collectively discuss the drawings, production schedule, logistics plan and staffing plan.
How to Attract People to Your Trade Show Booth?
Attraction is first noticed before the show. Your Trade Show Booth should be a clear call to action to stop, engage and take the next step.
Use:
- A benefit-driven headline that is short and concise, and can be seen from the aisle.
- A presentation or demonstration of a live product, connected to an application.
- Interactive technology to increase understanding
- Sales outreach meetings resulting in pre-booking.
- Promotional items that are relevant to the brand and help promote it.
- Staff trained to start beneficial business discussions.
Make a point of real interaction with your visitors corresponding to your business objectives.
After the Event: Convert the Trade Show Experience
Once it’s broken down, prioritise leads, note discussion context, send pertinent information and assign follow-up ownership. Measure results and benchmark them with goals – such as qualified leads, meetings, demos, opportunities, and brand awareness.
In the case of reusable items, look at graphics, hardware, lighting and storage following the event and record the necessary maintenance of the trade show exhibit. This can help to enhance the subsequent deployment.
A 60-day plan puts the control in the hands of the exhibitors for creative development, production, marketing, staffing and logistics. The exhibition can be a coordinated B2B sales environment if the trade show booth design and execution partner is right. This is also a way of ensuring a team’s ‘commercial message’ is consistent from planning through post-show lead follow-up activities, and of holding marketing, sales, operations and procurement teams more accountable for each other’s actions. AARS Exhibits can help brands bring their business goals to life by creating custom exhibition environments to be seen, engaged, and measured for business conversations.
