Updated August 2013

At Show Strategy Preparation

Updated August 2013

Review Staff List & Create A Plan

• A well-thought out staff plan is critical to ensuring that booth staff is ready and able to act as Brand Ambassadors.

• Lead Marketers/Stand Managers should assign staff specific hours, with staggered lunch and breaks

• All Other attendees: provide meeting schedules well in advance, and commit to booth duty

• Ensure that there is enough coverage for set up and teardown.

• Schedule the pre-opening exhibit meeting / all-hands meetings with your EM if there is technology and multiple businesses participating

Updated August 2013

Meet with BU & Mgmt team • Are you going for Networking or sales? • Lead Generation? • Testing Out a New Market? • Looking for potential partners?• Take a look at attendee demographics • B2B contacts – understand what their business

is/needs --identifying a B2B prospect Plan A Market Research Strategy In Advance

• Identify the competitors you’d like to look at• What are the things that might be done with this

intelligence????

Review All Goals & Know Your Objectives! Determine how / when you will contribute

Updated August 2013

Know the Plan……be the plan

In addition to reviewing exhibit goals, make sure you are familiar with:

• Booth Promotions• Booth Event Schedule• Planned Technology• Social Media Initiatives• Lead-Generation Strategy• Raffles / Contest• Key product: print, digital and platforms• Final staff list • Colleague Schedules

Updated August 2013

The prospectus is a wealth of info: Give it a thorough read. Evaluate attendance figures – know the 70% rule – (organizers always inflate and include exhibitors & media)

• Attendee demographics: Conference organizers will provide better demographics pre-show – do not rely on the prespectus as you get closer.

Know the Layout: Review Conference Ctr layout, exhibit floorplan, schedule of events

Market Research: Decide who you want to look at and know where they are in relation to your booth

Prepare the CHAT Plan! Research current industry news or events so you are prepared to speak with customers!

Be Strategic : Plan Your Conference Visit Ahead

Updated August 2013

Schedule Analytics: Every show has ‘prime’ vs. not-prime hours. Carefully review published activities (sessions, open workshops, keynotes, sponsored receptions, members meetings) to find peak booth traffic times.

PRIME: unopposed hours

NOT-PRIME: opposed. There are scheduled events or conflicts. Most conferences have about 85% not-prime.

• Familiarize yourself with speakers and topics

• Will there be peak traffic times? Be sure to understand potential traffic highs/lows and plan accordingly

• Plan your own activities based on expected flow.

The Skinny on the Event Program

Updated August 2013

Plan to Network with Attendees & Other Exhibitors• If possible, attend the keynote or conference

sessions• Identify any functions or events that are open to

exhibitors – and go!• Roundtables/breakfasts/lunches: Often they have

roundtables where you can sign up to speak to people in the field – this is prime opportunity to meet potential customers

• Walk the poster sessions! (note if anything is generating a lot of interest, or there are prizes awarded)

Include all of your observations in post-show reports

Make Your Visit Educational/Meaningful

Updated August 2013

Get busy: Do Your Market Research (not-prime hours!)

• Take pictures of competitors booths• Notice messaging• Note how they display content and balance of

Print/Digital• Evaluate their Traffic and how they engage• Grab literature & price lists if possible

***See Market Research / Audit Overview/Checklist****

Plan & Execute Your Own Exhibit Audit