This first of a two-part checklist
was compiled with the assistance of Candace Adams, CTSM, CME, CEM,
CMP, CMM, founder of “The Booth Mom” Trade Show Consulting (www.BoothMom.com), based in Vista, Calif.
Research the show’s audited
at--tendee and exhibitor demographics and history.
Select booth space.
Sign space contract and make
Set meeting with sales and marketing
departments to determine exhibit strategy and messaging, and to set
realistic written goals and objectives for the following:
* ROI and ROO;
* Sales leads, revenue and profit;
* Corporate branding/awareness;
* Media and press interaction during and after show; and
* Audience education on new products, technology, product
Create timeline of internal and
Determine presentations/demos that
will be performed at the booth.
Establish the show budget.
Determine booth staffing requirements
and select staff.
Obtain official exhibitor services
manual and flag all forms requiring completion; highlight deadlines
and up-date timeline.
Order show services prior to discount
Determine booth needs in regard to
* Design components;
* Graphics/signage (copy and art);
* Products or equipment; and
Plan promotional strategy.
Evaluate all promotional
opportunities (i.e., advertising, direct mail, sponsorships,
banners, bus signage, hotel door hangers, giveaways, raffles,
hospitality suites, etc.).
Determine exhibit staff’s booth
uniform, and order logo items.
Order sufficient free exhibit hall
passes (if there will be a charge for attendees) for purposes of
Submit exhibitor profile for show
Submit new product announcements for
show management promotions.
Request a list of registered
Finalize press releases and plan
press briefing, if applicable.
Determine qualifying information to
be obtained from attendees.
Produce collateral information to be
distributed at show.
Order/purchase lead-retrieval system
or customized lead forms, if needed.
Finalize post-show lead-fulfillment
plan (e-mail, letter, brochure, sample, etc.).
Determine fulfillment follow-up
(database management, appointment setting, etc.).
Communicate strategy, show dates,
staff schedule, booth attire, and training information with staff
Order staff, partner and vendor
Submit names for conference
Make hotel reservations for
Make air/ground travel
Plan location and content of pre-show
staff training session (booth orientation, sales etiquette,