Checklist trade fair participation
An organization participates in a trade fair to present itself, to get in touch with the target group and to do business.
The organization can present various things there, such as the various products and services, the brand or, for example, launch a new product.
Communication is crucial to achieving the goal.
Communication is no longer about participation in the trade fair in a narrow sense. For example, the organization is already active on the internet, including through its own website and social media. The trade fair participation is integrated as an event, with updates, or for example a live stream.
In the past, there was a lot of attention for “new”, “utility” and “quality”. Nowadays it is important to also make clear what the organization and its people stand for. For example “green” and “fair.”
The organization therefore already pays a lot of attention to communication. The presentation at the trade fair should therefore connect seamlessly with this. It is therefore recommended that the same people be in charge of that part. In addition to the usual trade fair participation plan, a subsequent media plan is worth considering.
Participation in the trade fair can be more than just having a stand. The trade fair is often busy and hectic. One option is to give a presentation or demonstration in a quiet, separate room. It can be freely accessible, but also only for invited guests. The latter can give invitees the feeling that they are special guests.
A trade fair is about standing out. So try to give all visitors the feeling that they are “special” and that they are experiencing something special. This certainly applies to our own customers.
Checklist
Determine the objectives of the presence
An organization participates in a fair to present itself, to get in touch with the target group and to do business.
Possible objectives
Direct sale of goods and/or services
Direct customer contact
– Strengthen contact with existing customers
– Acquire new customers
Advertisement
– Announce organization
– Make product and/or service known
– Strengthen brand experience
– Publicity
Communication
– Provide information
– Getting information
– Strengthen reach via the internet:
– Website of the organization
– Social media
Set up project organization
Trade fair participation is a complex process and therefore requires a project organisation. This must have a connection with persons who have decision-making powers and who can allocate (financial) resources.
Points of attention
Set project group
Determining objectives for exhibition participation
Determine target groups
Determining the products and/or services to be presented
Prepare budget
Designing, starting and supervising a project
Create planning, scenario and checklist
Internal communications
Planning and script
The schedule indicates what needs to be done, when and by whom. If there are many sub-tasks and details, it is advisable to also make a scenario in which this is described in detail.
Points of attention
Organize organization
Prepare and approve budget
Arranging trade fair participation
Promotion in advance
Printing and merchandise
Stand – physical
Stand – organization
Briefing and instructions in advance and on site
Performance
Settlement
Evaluation
Prepare and approve budget
The budget is necessary to estimate the costs, to control the expenditure and to be accountable afterwards.
Points of attention
Registration fee
Insurance
Advertisement
Printing and merchandise
Transportation
Stand (rental/purchase)
– Stand
– Design
– Exploitation
Catering
Staff
Unforeseen
Arranging trade fair participation
Participation in the fair must be arranged in good time. This not only concerns the registration, but also the approval of the stand by the fair organization.
Points of attention
Arrange internal approval
To enrol
– Determine location and area
– Reservation
– Have the stand layout approved by the fair organisation
– Insurance
Promotion in advance
Participation in the fair must be announced internally and externally in advance. This is not only intended to publicize it, but it is advertising in itself. If possible, it is recommended to approach customers and relations personally.
Points of attention
Internal communications
Advertisements in trade magazines, the fair catalog etc.
Press release
Messages on your own website and in social media
Newsletter to existing customers
Invite customers and relations
– Fair cards
– Approach customers personally
Printing and merchandise
Printed matter and merchandise can attract visitors, but they are also a tangible reminder that can lead to reactions afterwards. Appearance is therefore important, but so are practical matters such as contact details.
Points of attention
Make an inventory of available usable material
Determine need for additional material
Leaflets
Brochures
Newsletters
Posters
Documentation folders
– NB press
Badges
Gadgets
Goody bags
Stand – physical
The stand (and the place) is crucial and must have the right appearance.
Points of attention
Arranging a stand (renting, buying…)
Stand design
Drawing floor plan layout
Contact with stand builder
Contact with carrier
Transportation
Construction of the stand
Furnishing stand
– Background with name / logo organization, attention grabbers (panels.
illustrations…)
– Upholstery
– Facilities for standing, sitting, tables, counter, storage, kitchen
– Decoration
Technical equipment
– Relief
– Image
– Sound
– Electricity
– Water
– Wi-Fi
– Computer with internet connection, tablets, flat screen, beamer
– Multimedia presentation (company movie…)
– Chargers
– Catering facilities
Breaking down the stand
Transport and storage
Stand – organization
The stand must be built up and function properly. The staffing is crucial. The people are the business representatives and should therefore be well briefed and supported.
Points of attention
General
Travel and accommodation staff
– Parking
– Hotel
– Meals
Dress code, badges
Staff for setting up and breaking down stand
Staff for manning the stand
– Representatives with product knowledge, knowledge of existing customers, sales
Rotation schedule, breaks
Catering
Briefing and Instructions in advance and on site
Goals
The nature of the fair and the participants
Organization
– Division of tasks
– Contact points
– Time planning
Equipment and facilities stand
Reception and communication with the customer
– Train the elevator pitch: how do you quickly tell who you are and what you have to offer.
– List of invitees
– Registration of visitors and conversation notes (for aftersales)
– List of relevant addresses, telephone numbers…
Handling questions and incidents
Execution
The exhibition day itself is often hectic and should therefore be well prepared. In addition to the stand itself, trade fair promotions (demonstration, discounts, etc.) and presentations elsewhere in the trade fair can also be considered.
Points of attention
Control of the stand, technical facilities, tools, printed matter….
Control presence of personnel
Checking connections (telephone)
Catering
Exploring the fair (competition, opportunities…)
Exhibition promotions
Organize own presentation, demonstration
Photographic report of the day
Settlement
In addition to practical matters such as breaking down the stand, there is also managing the results and personal attention.
Points of attention
Clean up, transport and storage
Collect received orders, appointments, tickets, etc. and arrange their handling
Thanks and gifts for staff, speakers, etc.
Evaluation
First of all, the evaluation concerns business accountability. Were the goals achieved within budget? In addition, there is the discussion about the progress, about what went well, what could be improved, identified opportunities, experiences.
Points of attention
Have the objectives been achieved?
Budget and actual costs.
Sales, orders
Visitors
– Number of visitors
– Existing customers
– New customers
– Potential new customers (leads)
– Number of information requests
Amount of publicity
– Traffic on your own website
– Links to your own website
– Reports in the press, radio, television
– mentions in social media
The course of participation
– Experiences
– What went well
– What can be done better
– Identified opportunities and threats
Follow up
– Handling information requests
– Handling contacts
