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.
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