It is getting down to the nitty-gritty now. Whether you are going to Modex or another big industry show, this is the time that you start to get nervous? I spend a fair time getting nervous before big trade shows too. So many logistics to think about, but what always cures anxiousness for me is action.
What actions can we do a few days before a show to make sure that we get the best ROI? You know, so you can look like the superstar you are.
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 in the booth, the CEO, everyone. Make sure all of your people have the message and the talking points down. Make sure everyone has a copy of the trade show planning documents, everyone knows how and where they get their trade show outfit. Everything.
Ensure that everyone knows the rules of the booth and the schedule. If you haven’t planned an all-hands meeting on the show floor, plan it now.
Plan for the unplanned: Something always goes wrong with trade shows. Always. No matter all the assurances, something will break. So how do you plan for that? Well, you don’t, but make sure that you have options for everything.
Electronics: Make sure have duplicates of all the cords you need. HDMI cords, power cords, a universal remote, whatever.
Tools: Make sure if you have all of the tools that you need to assemble. Good to go? Now check again.
Restaurants: Even if you are not planning for dinners after the show, do some research on some places to dine. Pick some 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.
Schedule: 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. That includes 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 (if you have one).
Back up: 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 this story, let’s call him Scott. He received a frantic call the day of a trade show from the on-site trade show lead, let’s call him Bill.
Scott is in North Carolina; the trade show 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. I am 300 miles away.”
My point is 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.
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? Download our free guide to trade shows here.