You might be a trade show planner by trade. You might be a trade show planner by pastime. Or, as in many cases, you might be a trade show planner by complete circumstance. However you got here, you’re likely wearing many hats, and trade show planning is just one of them. 

Here at Triple20, we see the trade show planning process as an exercise that should be viewed through many lenses. At a distance, trade shows require an eye for the numbers and an airtight strategy. Up close, they require a nose for people and tireless focus.

Here’s how we encourage clients to plan for these events and organize their thoughts…

The 10,000 ft. view

Have you picked your event? Have you registered for it?

We encourage clients to think less trade show and more which trade show. Avoid exhibitions for an exhibition’s sake, choose the shows that will generate the most impact, and make sure you’ve gone through the registration process in full. Some events require upfront and later payments, while others may ask you to submit additional documentation to guarantee your spot. The details matter.

Is your product ready?

This one might seem obvious, but new publicity is only as good as your ability to deliver on its promise. Make sure you’ve got all the kinks worked out on your display. The last thing you want is a shaky beta that can’t get past the loading screen—metaphorically or literally.

Who’s coming? Who’s talking?

Consider your side of the fence and the audience on the other side. Who’s the best representative for your brand or product? And what’s the most valuable audience for them to approach? Answering both should help you whittle down which shows are worth your attendance.

The 1,000 ft. view

Do you have all the necessary permissions?

If you’re playing music, displaying artwork, or using any piece of copyrighted material, make sure you’ve got the go-ahead.

Is everyone trained up?

Whether you’ve got an experienced or rookie team, you’re best off if you have a few trial runs under your belt. We go so far as recommending setting up a make-believe exhibition space in your office or warehouse to walk your team through every scenario, sales pitch, or lead-gathering opportunity they might encounter.

Did you double-check your budget?

As far back as the 80s, the Harvard Business Review estimated an average of $70,000 per company per trade show. It wasn’t a small number then, and it’s only gone up since. Get ahead of those potential rounding errors and unanticipated costs by mapping out all your potential spend.

Are your travel arrangements in place?

Lodging, transit, and meals are the last things you’ll want to think about on the day of. Make sure you’ve got everyone booked where they need to be (close to the event, if possible), and at least a meal or two on the books to keep your team happy, healthy, and fed.

Have you strategized around follow-ups?

Whether it’s landing pages, phone numbers, or scheduled consultations, you can guarantee your booth visitors are going to want somewhere to find more information. Tighten up your physical and digital assets and make sure they’re in a presentable place before you start pitching. 

The 100 ft. view

Have you recapped your responsibilities?

Even your A-team needs an A-strategy. Make sure everyone knows where they should be standing, what they should be doing, and where they can chip in. You can’t unveil your highest performers on the biggest stage without a well-written script.

Have you considered the worst case scenario?

Say an employee gets sick or a file arrives corrupted. Do you have backup plans? Can you accommodate for any hard left turns?

How’s your display translating?

Is the lighting working for your product? Is your booth oriented to its surroundings? Once you’re set up, give it a once-over and add any of the polish you can only get from an in-site view. 

Have you walked the floor?

Digitally or in-person, getting a sense of the show’s flow can give you a better idea of where and how you should position your product—not to mention your people. Anticipate the bottlenecks and start estimating your setup and teardown time.

The 10 ft. view

What’s left?

Flowers. Writing utensils. Additional seating. Finally seeing your display in context could inspire some last-minute finishing touches. Listen to your gut and trust your past self. There’s a reason you paid a higher attention to the details above, and it’s to ensure nothing squeaks through the cracks.