It is getting down to the nitty-gritty now. Whether you are going to Promat or any other big industry show, this is the time that you start to get nervous. Right?
Yeah, I spend a fair time sweating before shows too. So many logistics to think about, so many things that could go wrong.
But do you know what cures anxiety? Action!
But you say what we can do? Everything is locked in now….right?
Nope.
We can still do some things that ensure that we get a better ROI. And we look like the superstars that we are!
1. Share the Plan:
Make sure that everyone knows the plan. I mean everyone. The logistics coordinator, the leader of the show booth, everyone who will work the booth, the CEO. Everyone.
Make sure that all of your people have the message and the talking points down. Make sure that everyone has a copy of the trade show planning documents, and everyone knows how and where they get their trade show shirts. Everything.
Every little detail is important.
Ensure that everyone knows the rules of the booth. If you haven’t planned an all-hands meeting on the show floor, schedule it now. An all-hands meeting before the show solves a lot of the problems that could crop up with the schedule, contact, etc.
2. Plan for the unplannable:
Something always goes wrong with trade shows. Always.
No matter all the assurances, something will break or go sideways. So how do you plan for that? Well, you can’t, but you can make sure that you have options for everything like…
Electronics: Make sure have duplicates of all the cords you need. HDMI cords, power cords, a universal remote, whatever. I have gone so far as to have a spare monitor. Monitors are relatively cheap, measured against a blank screen. 
Tools: Make sure if you have all of the tools that you need to assemble everything on your booth. Good to go? Now check again.
Restaurants: Even if you are not planning on dinners after the show, do some research on some places to dine. Pick venues that will work for different audiences. An intimate dinner for a few CFO’s is different from a low-key bar to take the members of your industry press.
3. Schedule:
Sometimes people get pulled away. Sales, engineering, R&D, even marketing. Things come up. Have backups on your schedule if at all possible to fill any holes.
Contacts: Make sure that you have the contact numbers of all the people that are working the booth. And make sure that you have cell numbers, emails, Facebook contact, anything you can get. Trade shows get hectic so make sure you can get in touch with everyone on the team.
Oh and not just the people who are working your booth, but also the contact information for your trade show house (and a cell phone of their emergency contact). Also if you used a trade show consultant have their number as well, just in case.
4. Help from HQ:
Make sure that you have someone at HQ that you can radio for help. Whether it is that a salesperson forgot their cards, or you need more brochures, whatever. However, keep in mind that they can’t do everything.
A colleague relayed to me this story, let’s call him Scott. He received a frantic call the day of a trade show from his trade show lead, let’s call him Bill.
Scott is in North Carolina, the trade show that Bill is at is three states over.
Scott: “Hello?”
Bill: “Hey glad I got a hold of you. I am on this show floor, and it opens in 10 minutes!”
Scott: “OK…”,
Bill: “The backing fell, and I need a screwdriver!”
Scott: “OK….?”
Bill: “I need a SCREWDRIVER!”
Scott: “OK, look down the aisle to the left. Is there anyone there?”
Bill: “What, yeah, all of the other exhibitors are there.”
Scott: “Ask if one of them has a screwdriver.” Click
My point is that HQ can’t solve everything. Take a second and think of how to solve a problem before immediately making a call. It will take 30 seconds and might save you from looking insane.
5. Capitalize:
Make sure that you have a plan in place on what to do with your leads. Also, all of the collateral that you will send to people that visit your booth needs to be handy.
Ensure that you have emails prepared to send to people that visit your booth and that you have a person that knows to send them.
Photography and Video. Remember to take all the pictures you can of your booth, your people, everything. You can’t recreate it. Capitalize on it when you have the chance.
Want more advice about trade shows? Want to talk about how you can make your trade shows more effective?