Stand Out: Timeline for Managing Your Trade Show Presence like a Pro

According to the Center for Exhibit Industry Research, it costs 62 percent less to close a lead generated from a trade show than one originated from the field.

But, even if you’re a trade show veteran, it’s impossible to just arrive on show day, pop up a display, and expect leads to roll in.

Here's a timeline that will help you maximize your exhibitor investment.

12 MONTHS OUT

• Select industry trade show(s) relevant to your target audiences

• Create a budget, forecast a ROI

• Contract booth space

• Choose engaging individuals to staff booth

• Apply for speaker/panelist opportunities

9 MONTHS OUT

• Create measurable goals (i.e. leads generated, meetings conducted)

• Craft messages that will engage show attendees

• Plan a multi-media outreach before, during and after the trade show (i.e. phone calls, emails, public relations and social media)

• Determine a booth presence (i.e. booth development, collateral, branded merchandise, etc.)

• Ensure show has your logo in the right form, company description and any other opportunities promised in contract

6 MONTHS OUT

• Get booth presence into production including signage, rentals, branded merchandise and collateral

• Finalize promotional sweepstakes, games, instant wins to attract visitors

• Order comfortable, yet stylish branded apparel for staff (i.e. golf shirts, button downs or half zips)

3 MONTHS OUT

• Ensure branded merchandise and apparel are ordered, confirm delivery date

• Confirm travel plans for staff and booth materials

• Launch pre-show marketing

• Design and send speaker/panel slides, if applicable

1 MONTH OUT

• Finalize messages and materials for show follow up

• Schedule meetings with prospects, distributors and customers

• Carefully plan participation in education and networking activities

• Download trade show app, if applicable

• Plan to ship materials early to avoid rush charges

1 WEEK OUT

• Complete show talking points and staff training, make expectations clear

• Confirm arrival shipping dates for booth, promotional items and materials

• Amp up pre-show marketing

1 DAY | 1 WEEK AFTER

• Analyze leads and launch follow up campaign

• Meet with team to discuss how well goals were met and how to be more successful in the future

Learn how ZOOM! Branding Group can help you with these initiatives and many more.

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ZOOM! Branding Group, powered by American Solutions for Business, is a one-stop branding solution provider with tremendous access and buying power. In fact, we have more than 3,500 national resources we can use to design a simple, sustainable and results-oriented brand presence for any business, minus the hefty agency price tag.

Check out our idea center. Or contact us at 440.343.3362 or email jartiste@zoombrandinggroup.com and we'll work with you to find the perfect solution to make a big impression.

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