TRADESHOWMAKEOVER.COM

tradegroup.com

TRICKS OF THE TRADE is sponsored by: THE TRADE GROUP¨

• Who will be the lead for this event?

• What is the budget?

• What results are we looking for?

• How will we measure the results of the time and money spent?

• Who is our ideal target prospect for this event?

• What questions will be asked during the show to qualify the leads?

• Will we offer a show special (pricing or extras)?

• Will we give away something at the booth?

• Promotional items

• Prizes

• Are there any meetings that need to be set up?

• Will we hold our own event in conjunction with the event?

• Are there any pre-show emails, calls or mailings that need to go to participants or vendors?

• Is there an opportunity to speak?

• What is the content we will use in our pre-show emails, show conversations and post show email? The content should come from the trends being discussed at the show, and the topics the speakers are presenting. Use words from the summit website. Use the same compelling images and words for messaging before, during and after the summit.

• Is all of the following planned so that it can be delivered in a timely manner after the show?

• What will we send out after the show to add value?

• Do the marketing and sales teams have time blocked on our calendars to do the follow up after the show?

• List of people we need to meet? Build WATCH LISTS.

• Vendors, partners we need to meet?

Trade Show P lanning ChecklistCREATE • DOMINATE • GENERATE®

But first, planning

Now onto Create • Dominate • Generate®

TRICKS OF THE TRADEwith Stephanie Chavez

• Apply to speak - Decide who will speak

• Prepare speaker’s presentation

• Register for the booth

• Design your exhibit – plan a booth that is inviting

• Build a timeline from first planning meeting until the show, including follow up

• Decide who will attend

• Make a work schedule

• Decide on the dress code (you should look like a team, people should be able to determine who is working in the booth)

• Determine a give-away for drawing at the booth

• Order promotional items

• Make travel arrangements

• Plan special event, if applicable

• Schedule meetings with customers and prospects during the show

• Research the event

• Trends

• Speaker topics

• Sponsors/Exhibitors

• Block off several hours on days immediately after the event so that you can do the follow up

• Write all of the messaging for before, during and after. This will be used for reaching out by phone and email in advance, it will be on the booth and in the booth, it will be part of your conversations and part of your follow up

• Develop questions to ask booth visitors

• Develop your before and after marketing pieces (info that adds value – deliver content, not a pitch)

• Prepare follow up: email, calls, mail, videos to continue the conversation

• Offer a show special, if applicable

• An article you wrote

• A link to your website

• A quarterly newsletter

• Email/call clients, prospects, other constituents to let them know you will be exhibiting

• Email or call your customers and prospect on the attendee list, if you get it

• Post event on your website with a link either on event page or in a blog post

• Find the event social media and hashtag — interact

• Use social media to interact and engage

• Connect to speakers, sponsors, vendors, participants on social media and start interacting with them using the hashtag (include a personal message for invitations on LinkedIn)

• Email the other vendors to introduce yourself

TRICKS OF THE TRADEwith Stephanie ChavezTrade Show P lanning Checklist

CREATE Before the event, create a winning plan.

tradegroup.com

TRICKS OF THE TRADE is sponsored by: THE TRADE GROUP¨

TRICKS OF THE TRADEwith Stephanie ChavezTrade Show P lanning Checklist

After the event, generate revenue by turning qualified leads into deals.

• Organize first – score the leads

• Leads to sales

• Leads to marketing

• Follow up on hot leads within 2 days

• Deploy your follow up email plan

• Connect on social media and interact

• Incentivize them to join your email list so you can stay in touch

• Personally, stay in touch over time (don’t just depend on marketing)

It’s easy because you have done all the planning and you have appointments with people who want to continue the conversation.

• Set up booth to invite people in, don’t put the table or anything between you and your prospects

• Wear your company name badge as well as the show lanyard

• Follow the dress code

• Ask questions to get a conversation started (don’t pitch or demo)

• Qualify the buyers, don’t just scan badges

• Collect business cards or scan badges of qualified leads

• Offer information of value

• Inform prospects of offers/show specials

• Make appointments with qualified buyers before they leave the booth to continue the conversations after the show

• Walk around to other booths and interact with vendors

• Learn about the competition

• Get great ideas

• Find potential partners

During the event, dominate by being memorable.

DOMINATE

GENERATE

tradegroup.com

TRICKS OF THE TRADE is sponsored by: THE TRADE GROUP¨