Summer Tune UpYour guide to effective Trade Show planning
Ahhh! Summer time and the feeling is easy! Not so for Trade Show Managers. This is the time when we review our display budgets and inventories to be sure we are ready for the next trade show season.
Where to begin? Pull all your post trade show notes and begin to compile two lists. One, list the effective programs and exhibit materials. List Two – the graphics, marketing events, exhibits that did not hit the mark. Your post event reviews should have identified these lists and discussion points will help you determine which ideas deserve a second look.
Once you have the two lists, meet with your marketing team and determine how to expand on the successful trade show programs and materials. Remember, you will need to replace any ineffective graphic communications or hardware elements on your second list. Can an exhibit piece be saved by simply replacing the messaging or does the hardware need to be reconfigured?
The above process will lead you to begin your checklist:
- What are the dates of the trade shows you will be attending and what are the deadline dates?
- What is the condition of your physical inventory?
- Does your marketing message need to be updated?
- Are there any scheduling conflicts with key personnel?
The key is to begin early and avoid last minute costly errors. Getting your inventory to advance warehouse is a sense of accomplishment. However, be sure to check the costs associated with early warehouse. Some halls actually charge higher drayage rates for that service.
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