1. Planning a Trade Show - Seven Steps 1. Define Goals & Objectives 2. Select the Show & the Space 3. Set a Realistic Budget 4. Design the Booth 5. Train the Exhibit Staff 6. Manage the Leads 7. Evaluate the Show’s Success

2. 1. Define Goals & Objectives Prioritize answers to the following question: Why are you exhibiting? –To close a sale? –To create a database of names? –To make contacts ? –To establish a presence? –Other? Tip: $997 US to close a field sale lead V. $550 US to close a trade show lead (Source: Center for Exhibition Industry Research)

3. 2. Select the Show & the Space Questions for Show Management: How many attendees? How is the show being promoted? Who has attended in the past? Will the people I want to reach attend? Questions about Booth Space: How much space do I need? Who am I near? What obstructions and restrictions exist? Inline, peninsula or island booth? Tip: ask your best customers which shows they visit as attendees.

4. 3. Set a Realistic Budget Exhibit Design, Construction, Prep, Refurbishing Space Rental Costs Freight Transportation (including Drayage) Show Services (Electrical, Rentals, Labor, Water, etc.) Other (Presenters, Accommodations, Training, etc.) Tip: ~ 34% of expenses are affected by construction Source: Center for Exhibition Industry Research

5. 4. Design the Booth What one (1) message should your exhibit communicate in three (3) seconds? –It’s the visual bite generation! –Competing with hall clutter What are your step 1 goals? What’s your timeline? What’s your draw? Feature/Benefits? Pre-show promotion? Entertaining or skilled staff? Contest or at-show promo? Product interest? Company recognition Booth design? Tip: 75% of attendees come with a prepared agenda

6. 5. Train the Exhibit Staff Review show & staffing goals Create & communicate a schedule Review competition Review ergonomics Role-Play the sales pitches Hold accountable for lead generation or sales Tip: Hire a trade show sales coach to lead your team through role-playing.

7. 6. Manage the Leads Decision Point: What is a qualified lead? Create a lead sheet or lead info system for each lead Create a Lead follow-up system Assign the lead manager Measure Sad fact: 80% of trade show leads do not receive follow-up. Sample Lead Sheet Name________________________ Title_________________________ Company_____________________ Address______________________ City__________State___ Zip_____ Phone___________Fax_________ Email________________________ Interested in __________________ When Needed ________________ Comments ___________________ Assessment 1 2 3 4 5 etc. Sample Lead Sheet Name________________________ Title_________________________ Company_____________________ Address______________________ City__________State___ Zip_____ Phone___________Fax_________ Email________________________ Interested in __________________ When Needed ________________ Comments ___________________ Assessment 1 2 3 4 5 etc.

8. 7. Evaluate the Show’s Success Number of leads? Staff Feedback? Booth Attendance? Sales? Cost per Lead?