MANAGING A TRADE SHOW BOOTH

Meetings & Conventions: Planner's Portfolio May 2003 Current Issue
May 2003 Checklist PLANNER'S PORTFOLIO:

Checklist

BY MARTHA COOKE

MANAGING A TRADE SHOW BOOTH

The following checklist was compiled with the help of Candace Adams, founder, Trade Show Consulting, 7527 Jerez Court, Suite C, Carlsbad, Calif. 92009; (760) 753-1673; www.boothmom.com

BEFORE THE SHOW

Research the show, including attendee demographics and history.

Set the show budget.

Select and contract for booth space.

Obtain the exhibitor services manual and put all deadlines for service contracts and payments on a calendar.

Hold a meeting to determine the objective and goals of the show (i.e., number of leads generated, dollar amount of sales made, scope of media coverage).

Determine what qualifying information will be obtained from attendees.

Evaluate promotional opportunities, including advertising, direct mail, banners, bus signage, hotel door hangers, giveaways, raffles and hospitality suites.

Research costs and order all necessary signage, equipment and supplies for the booth.

Determine staffing requirements and select personnel.

Order staff badges.

If a conference is part of the event, register for a conference attendance badge.

Select an installation and dismantling (I&D) contractor; check with show management to make sure the contractor is approved.

Select the shipping carrier by requesting and evaluating price quotes.

Prepare the inventory list, select a method of transportation and calculate expenses for items to be shipped.

Order exhibit-hall passes for promotional distribution.

Order or purchase a lead-retrieval system or forms.

Submit the exhibitor profile and new product announcements for show publications.

Request a list of press attendees.

Make travel and hotel arrangements.

Finalize times, places and content of staff meetings.

Finalize shipping information with the carrier and storage facilities, including both the show site as well as any warehouses where items might have to be kept.

Determine how to follow up on leads generated at the show. For example, decide whether prospective cus-tomers should be sent a letter, a brochure, a sample or some other type of material.

ON-SITE MANAGEMENT

Pick up badges for staff.

If a conference is part of the event, pick up conference passes.

Confirm on-site services with show management.

Confirm inbound shipment inventories and weights.

Bring press kits to the press office.

Confirm the date and time of on-site booth space selection with show management.

Pick up the lead-retrieval system from the vendor, and set it up in the booth.

Provide in-booth orientation and training for staff, including how to use the lead-retrieval system.

Review invoices and verify costs for general contractor, electrical and other services.

AFTER THE SHOW

Return the lead-retrieval system to the vendor.