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Trade Show Best Practices |
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Written by Linda Musgrove
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In this lesson I’m going to share with you how to create “trade show best practices”. This will help your company optimize your exhibiting experience, result in cohesive collateral and displays, in addition to obtaining special pricing for all sorts of other things that are part of your trade show planning.
For those of you planning the shows, I’m sure this will come as a sigh of relief! If you are not the person who plans shows within your company, try recruiting another TradeShow Teacher “student” by passing this lesson on to them.
Let’s start this lesson with a quick definition of what “best practices” actually are. The term refers to a buzz word that has many definitions; but the common and most important one is the setting of standards and policies by using a process proven to be more efficient to carry out an activity within your business. Start using “trade show best practices” to your advantage by creating guidelines for trade show related activities; this will help to have more control over the process, help eliminate confusion and speed planning performance.
Two “Trade show best practices” examples:
1. Process for graphic design & printing of collateral materials - To ensure you have the latest collateral files access them at [enter location]
- If you are having collateral designed and printed; materials should be approved by [enter name] in writing at least 45 days before the show using the form titled [enter title]. This form is located [enter location]
2. Process for promotional materials (give-aways)
- Existing promotional item supply can be accessed [enter location]
- New promotional items [and pricing if applicable] should be approved by [enter name] first and ordered from [enter vendor name]
- For existing and new promotional items: The form titled [enter title] should be filled in and returned to [enter name and e-mail] to receive approval for usage of promotional items - per show
- This file is located [enter location]
Key items you should consider when creating “trade show best practices”:
- Create a list of all activities, people and vendors involved with your shows; pre-show, at-show and post-show
- Keep the written guidelines simple to read by using few words and bullet points (as in the examples). The details can be discussed in a meeting with involved departments, individuals and vendors instead of writing all the information down
- Analyze best practices quarterly and update as necessary. Ask for feedback about the effectiveness of your best practices; ask for improvement suggestions to include in the analysis
Key areas for planner(s) to create best practices:
Below is a generic list to help you get started. This is by no means a complete list and your company will have items that need to be added and some that won’t apply.
- Targeted show
- Goals and objectives
- Per show budget criteria
- Guidelines for marketing collateral, promotional items, public relations and display
- Display Guidelines: Graphics, messaging, handling, shipping, booth layout, approved display types, general pricing and preferred vendors
- Approved graphic files and where to access (for display, collateral, etc.)
Forms to fill in (for show requests, materials, displays, and so on)
- Where to obtain approval from (for show requests, materials, displays, and so on)
- Booth staff: Procedures, uniform, goals, training meetings, incentives, travel and expenses
- Lead process and follow up
- Shipping and material handling procedures: pre-show, at show and post show
- Measure and report on ROI and ROO post-show for each show
- Etc.
Things that help make your “trade show best practices” program successful
- Involve senior management
- Market benefits of the “trade show best practices” guidelines internally (via email, intranet, in meetings, company webcast, company newsletter or company E-zine etc.)
- Ask for feedback and make changes to the guidelines as needed. Be sure to inform everyone involved
- Consider incentives for individuals using the guidelines effectively
- If you have an intranet or even a filing cabinet; place a copy of the guidelines with any support documents in there and let everyone know where to access the information
HOMEWORK
Now that you have learned about best practices and how they can be applied to your trade show program, it is time to put the lesson to use. Begin by thinking of how a best practices guidelines could be implemented within your company. Then, create an initial outline of the guidelines that would deliver the best results. Discuss these guidelines and benefits with sales/marketing department heads or upper management as necessary. Once you have the outline prepared and are ready to create the contents, start filling in each area with details of the process; keep the details brief and concise. When the guidelines’ first draft is complete, I advise you to send a draft to the sales/marketing department heads for feedback as necessary. Implement essential feedback. Once the guidelines are completed, hold a meeting with the appropriate departments to unveil the “trade show best practices” guidelines!
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Linda Musgrove |
| About the author: |
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Linda Musgrove is President of the Trade Show Training firm, TradeShow Teacher. She focuses on significantly improving Trade Show Results through Products offered on the TradeShow Teacher website and strategic, customized Trade Show Training for individuals, departments or entire teams. Musgrove presents goal based Trade Show, Marketing and Networking Seminars at Industry Conferences and creates customized training programs for Trade Show Producers to offer exhibitors. She authored "The Complete Idiots Guide to Trade Shows", as well as a Trade Show Training Manual titled "Trade Show Training for Increased ROI" and writes columns for a variety of Trade Show industry publications.
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