Strategic Fair Planning
Sooner or later most small and medium-sized companies decide to attend a trade show as an exhibitor. Frequently, the challenges involved for success are underestimated. Potential exhibitors must define their expectations and set objectives.
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However, defining expectations and setting objectives alone are not a guarantee for success. There are many additional items to consider
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- What products/product lines need to be displayed
- flights and hotels need to be booked
- pre-show promotion
- invitations (e.g. with incentive and response form)
- advertising (e.g. trade publications, local media
- promotional giveaways
- catering
- planning an evening program
- hiring booth personnel, hostesses and foreign language interpreters
- security concept for items exhibited
- scheduling of appointments
- creating and designing the booth
- determining expenses and available budget
- organization of freight arrangements
- motivation of the team
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This is only an excerpt of a long list of items needed to be considered and stresses the importance of strategic planning to insure trade show success.
Operative Fair Planing
To guarantee your success as an exhibitor it is important to consider beforehand which difficulties may arise during the course of a tradeshow and how these can be dealt with.
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We are sure that you have heard of Murphy ’s Law. "If anything can go wrong, it will." You can depend on us for assistance to keep your success from being endangered should difficulties arise. The following situations are just a few examples of what may jeopardize your success:
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- One or more of members of your team become ill during the show.
- Your only available Laptop to store important client data breaks down.
- Catering is not up to your requirements.
- You do not have the necessary equipment for a presentation.
- Your samples have been stolen during the night.
- You are having difficulties communicating with an important client due to language problems.
- It turns out the space of your stand isn’t sufficient and you need additional space.
- A visitor to your stand injures himself and demands compensation.
- …
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